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The Winter 2019 fee payment deadline is December 10th for domestic students and December 3rd for returning international students.  Students must pay all fees on time to avoid deregistration.

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Public Relations Writing II

Course Code: PRFU 2470
Faculty: Language, Literature & Performing Arts
Department: Print Futures
Credits: 3.0
Semester: 15 weeks
Learning Format: Lecture, Seminar
Typically Offered: TBD. Contact Department Chair for more info.
course overview

This course provides an overview of and introduction to the field of communications and media relations in Canada, and introduces students to the typical writing and planning tasks required in public relations. Students may be required to write news releases, brochures, and newsletters. They will also conduct a media analysis and develop a strategic communications plan.

Course Content

  1. Media Structure in Canada
    Successful students will be able to:
    • discuss the role of the media in Canada
    • discuss the theories of media theorists (e.g., McLuhan, Chomsky, Znaimer)
    • explain the relationship between chains, networks, and independents
    • describe the infrastructure of the media (national, local, daily, weekly, urban, rural)
    • describe the distinctions between various media (ethnic, cultural)
    • describe the distinctions between newspapers, magazines, TV, and radio
    • explain the function of the Canadian Press or wire services
    • distinguish between hard and soft news and identify what is newsworthy
    • acquire the ratings distribution of a particular medium
    • determine the target audience of a particular medium
    • develop a media profile of a particular medium
  2. Public Relations Tools and Tactics
    Successful students will be able to:
    • explain the role and function of various public relations tools for specific audiences
    • explain the distinction between writing tasks for each tactic
    • understand the role and value of media relations
    • identify issues management and crisis response strategies
    • describe the distinctions between print, oral, and visual material for meeting public relations objectives
    • develop a news release and media kit
    • understand the role and function of special events
    • understand ethics, law, and responsibility in public relations

Methods of Instruction

This course is taught using a combination of lectures, creative class exercises, guest speakers, team projects, and student participation. Classroom discussions will form an important part of the course, and students are expected to contribute to the dialogue.

Means of Assessment

Students are expected to be self-motivated and to demonstrate professionalism, which includes active participation, good attendance, punctuality, effective collaboration, ability to meet deadlines, presentation skills, and accurate self-evaluation.

Evaluation will be based on this general format:

Media briefings 10%
Media profile and reader profile 10%
News release 10%
Media kit 20%
Strategic communications plan (including media relations strategy and marketing strategy) 40%
Professionalism (as defined) 10%

Learning Outcomes

Upon completion of the course, successful students will be able to:

  1. Explain the role of the media
  2. Describe the structure of the media and its components
  3. Understand the distinction between news, advertising, marketing, and public relations
  4. Write the components of a media kit
  5. Develop a strategic communications plan
  6. Understand issues management and crisis response strategies

course prerequisites

PRFU 2370 or permission of coordinator

curriculum guidelines

Course Guidelines for previous years are viewable by selecting the version desired. If you took this course and do not see a listing for the starting semester/year of the course, consider the previous version as the applicable version.

course schedule and availability
course transferability

Below shows how this course and its credits transfer within the BC transfer system. 

A course is considered university-transferable (UT) if it transfers to at least one of the five research universities in British Columbia: University of British Columbia; University of British Columbia-Okanagan; Simon Fraser University; University of Victoria; and the University of Northern British Columbia.

For more information on transfer visit the BC Transfer Guide and BCCAT websites.


If your course prerequisites indicate that you need an assessment, please see our Assessment page for more information.