Journalistic writing and "news style," the 5 W's, the inverted pyramid, identifying the facts of the story... the challenge of writing for "three masters"... the role of PR in today's information marketplace. Assignment: Press release for "Westland" assignment due Tuesday, May 30; feedback/edits returned Wed. May 31
The news angle... the role of the editor... importance of narrative... what do editors look for in a story? the press release and media alert format... The Message Planner: pre-writing, writing, and re-writing. Assignment: Press release & Message Planner for "Evita" due Thursday, June 1; feedback/edits returned Fri. or Saturday
Exploring the message planner... outlining, clustering, organizing the information... "Why," "How," and the Key Ideas... where do quotes come from? ... Types of lead paragraph: the "delayed lead" ... Assignment: Press release & Message Planner for "Feature" due Sunday, June 4; feedback/edits returned Mon. or Tues.
Various types of press release, and how they work together ... press campaigns promoting arts and other events... focus on the special requirements of the Product Release. Assignment: Press release & Message Planner for "Natgo" due Thursday, June 8; feedback/edits returned Fri. or Saturday
Memos, pitch letters and confirmation letters... Doing your media personality research... How you might manage to "script" the print or broadcast interview... Personalizing your contact with the media. Assignment: Pitch Letter & Confirmation Letter (with Message Planner) due Sunday, June 11; feedback/edits returned Mon. or Tues.
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. Assignment: PSA & Broadcast Release (with Message Planner) due Wednesday, June 14; feedback/edits returned Thurs.
VNRs, filmscripts, presentations, visual treatments... how do news outlets use your PR submissions.. new technologies in PR. This is a Pass/Fail Assignment: VNR Script Treatment & Working Script must be included in your final portfolio but there is no immediate deadline; feedback/edits returned as assignment is received.
Students should review past work, and the Press Release Checklist, before doing the midterm exercise. This exercise is essentially just another release assignment (the last one in the semester, not counting the final exam.) Doing this assignment within a self-monitored three-hour deadline will help students do well on the final exam.Assignment: Midterm release & Message Planner due the week of Sunday, June 18-25. Feedback/edits returned as soon as possible.
Begin Rewrites:Westland rewrites will be received Wed., June 21. Evita rewrites will be received Sun., June 25.
Soft news and buzz... spreading the word through varied channels. Assignment: Feature (Lowden Park) rewrites will be received Wed., June 28. Also: read assigned online text material and be prepared for quiz/exam testing.
How public relations professionals are using the Internet... Web-based challenges and opportunities. Writing for Web sites. . Assignment: Product(Natgo) rewrites will be received Sun., July 2. Also: read assigned online text material and be prepared for quiz/exam testing.
Public relations writing for internal audiences. Writing backgrounders, position papers and other longer pieces for different publics. Also, discussion of advertising for the PR professional... developing a concept and a visual... stages of creativity. Assignment: Midterm rewrites will be received Wed., July 5. also: read assigned online text material and be prepared for quiz/exam testing.
Types of speeches... the mechanics of organization... making
brief remarks, presentations, formal speeches. Assignment: PSA rewrites will be received Sun., July 9. also: read assigned online text material and be prepared for quiz/exam testing.
How public relations professionals are using the Internet... Web-based challenges and opportunities. Writing for Web sites. Assignment: Pitch Confirmation rewrites will be received Wed., July 12. Also: read assigned online text material and be prepared for quiz/exam testing.
Multiple choice test based on readings and a writing exercise. Online students will be allowed three hours to complete a timed exam, Saturday or Sunday morning, as you prefer. Assignment: complete the final exam within your final deadline (three hours after your start time. Email final portfolio documents (not including Final Exam) no later than midnight Sunday, July 15.