Public Relations Writing: Lessons
Lesson One: Press Release Basics
The basics of PR writing -- the journalistic 5 W's... analyzing the elements of a news story... the role of the editor... For next week, read Chapter 1.
Lesson Two: How to Plan your Message
The news angle, the message... the press release and media alert format... using a message planner... the use of direct quotes... For next week, read Chapter 5.
Lesson Three: Different Types of Release
Press releases for arts events and other activities... what do editors look for -- what makes your release newsworthy... different types of press release. For next week, read Chapter 12.
Lesson Four: Developing a More Powerful Message
Creativity and focus, framing and targeting... putting words and visual concepts together to pack a wallop. For next week, read Chapter 4.
Lesson Five: Research and Fact-Finding
Fact-finding, newsgathering, organizing your information... essentials for interviews... research tools. For next week, read Chapter 3.
Lesson Six: Press Release Enhancements
Different ways to diversify your style and make your copy more compelling.... different types of press release lead. For next week, read Chapter 14.
Lesson Seven: PR Writing and the Web
How public relations professionals are using the Internet... Web-based challenges and opportunities... writing for Web sites. For next week, read Chapter 6.
Multiple choice test and a writing exercise. In-class students will be given a total of two hours to complete the exam. Online midterm may be administered online (by appointment) or in the Marketing Communication Department (student's choice) -- either way, the exam time will be limited to two hours. For next week, read Chapter 10.
Lesson Nine: Broadcast Release & PSA
Four principal vehicles for broadcast publicity... differences in writing for the ear vs. the eye... basic principles of writing for the ear, and formats for the broadcast release & PSA. For next week, read Chapter 11.
Lesson Ten: Video News Releases and Radio Actualities
VNRs, filmscripts, presentations, visual treatments... how do news outlets use your PR submissions.. new technologies in PR. For next week, read Chapter 2.
Lesson Eleven: The Art of the Interview
Pitch letters and confirmation letters... "scripting" the interview... how to meet the media. For next week, read Chapter 8.
Lesson Twelve: Planning Memos, Backgrounders, and Other Written Communications
Planning memos, backgrounders, and other written communications ... developing newsletter and brochure applications... stages of creativity. For next week, read Chapter 16.
Lesson Thirteen: Speeches and Presentations
Types of speeches... the mechanics of organization... making brief remarks, presentations, formal speeches. For next week, read Chapter 15.
Lesson Fourteen: Public Relations Campaign Design
Developing the outline of a PR campaign and communicating your ideas to different publics... different types of media kit. For next week, re-read Chapter 6.
Lesson Fifteen: Final Exam
Multiple choice test and a writing exercise. Both in-class and online students will take the class in the classroom. Students will be given a total of two hours to complete the exam.