PR Writing - Summer 2017

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Note: use email, not Moodle, to post assignments....
and always put "PRW" in the email subject line.
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Week One — May 22 - May 28

Lesson One: PR Writing Basics

    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

Week Two — May 29 - June 4

Lesson Two: Writing for Editors

    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

Lesson Three: Pre-writing and Planning your Message

    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.

Week Three — June 5 - June 11

Lesson Four: Types of Press Release

    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

Lesson Five: Pitching the Story

    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.

Week Four — June 12 - June 18

Lesson Six: 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. Assignment: PSA & Broadcast Release (with Message Planner) due Wednesday, June 14; feedback/edits returned Thurs.

Lesson Seven: Video News Releases and Radio Actualities

    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.

Week Five — June 19 - June 25

Lesson Eight: << click this link for MIDTERM

    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.

Week Six — June 26 - July 2

Lesson Nine: Alternative PR Channels & Techniques

    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.

Lesson Ten: Research and Fact-Finding

    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.

Week Seven — July 2 - July 8.

Lesson Eleven: Planning Memos, Backgrounders, & other PR Communications

    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.

Lesson Twelve: Speeches and Presentations

    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.

Week Eight — July 10 - July 16

Lesson Thirteen: PR Writing and the Web

    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.

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. Assignment: Prepare for Final Exam.

Final Exam — July 14 - 16

Lesson Fifteen: Final Exam xxxxxxxxxxxxxxxxxxClick here for Final Portfolio.

    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.