PRL 1001 Writing for Public Relations

SubjectCat-NbrClassTermModeDescriptionUnitsCampus
PRL1001210451, 2003EXTWriting for Public Relations1.00TWMBA
Academic Group:FOART
Academic Org:FOA004
HECS Band:2
ASCED Code:080509

Contents


STAFFING:

Examiner: Elizabeth Dougall
Moderator: Aidan Burke



PRE-REQUISITES:

Pre-requisite: PRL1002 and PRL1003


SYNOPSIS:

Students will be introduced to the basics of public relations writing including the concepts of good writing, techniques for persuasive writing and finding and generating newsworthy information. They will study how to write media releases for the print and electronic media, feature articles, backgrounders, brochures, newsletters and speeches. The major emphasis of the course is on developing practical public relations skills.


OBJECTIVES:

On successful completion of this course students will demonstrate:

  • a knowledge of the range of areas in which public relations writing skills may be employed;

  • a thorough understanding of the written word as a tool of effective, symmetrical communication;

  • expertise in the standard methods of writing for specific audiences using various mediums and channels including the news and other media;

  • the ability to analyse and critique various forms of public relations writing;

  • the ability to plan and develop a major writing project for a particular purpose and market within an organisational context for particular audiences/publics.



    • TOPICS:


    DescriptionWeighting (%)
    1. Writing for Public Relations
    		 10.00
    2. Developing Writing Skills
    		 10.00
    3. Writing for the Media - News Value
    		 15.00
    4. Writing for the Media - The Tools
    		 15.00
    5. Print and Oral Communication
    		 15.00
    6. Writing for Public Relations - Online
    		 15.00
    7. Critical Thinking
    		 10.00
    8. Ethical Considerations
    		 10.00

    TEXT and MATERIALS required to be PURCHASED or accessed:

    Books can be ordered by fax or telephone. For costs and further details use the 'Book Search' facility at http://bookshop.usq.edu.au by entering the author or title of the text.

    Newsom, D. & Carrell, B. 2001, Public Relations Writing Form and Style, 6th edition, Wadsworth, USA.




    REFERENCE MATERIALS:

    Reference materials are materials that, if accessed by students, may improve their knowledge and understanding of the material in the course and enrich their learning experience.

    Please refer to the introductory book




    STUDENT WORKLOAD REQUIREMENTS:

    ACTIVITYHOURS
    Private Study165


    ASSESSMENT DETAILS:

    DescriptionMarks Out ofWtg(%)RequiredDue Date
    ASSIGNMENT 1100.0040.00Y17 Apr 2003
    ASSIGNMENT 2100.0060.00Y09 Jun 2003

    OTHER REQUIREMENTS:

    1. Submission or completion of ALL assessment items for this course is compulsory.
    2. Assignment extensions will not be granted except on medical or compassionate grounds and only with the provision of appropriate medical or other documentation. Requests must be made to the course examiner in writing BEFORE the due date. Extensions will not be granted on or after the due date.
    3. Assignments submitted after the due date, and without prior approval of an extension from the examiner, will be penalised at the rate of 10% per working day for the first 5 days late, after which a grade of zero will be awarded.
    4. The final grade is based on the aggregate of all assessment items and is assigned as follows: HD = 90-100, A = 80-89, B = 65-79, C = 50-64, F = 0-49