Lesson One: Press
The basics of journalistic writing - the 5 W's, inverted pyramid ... the importance of story in PR
writing... analyzing the elements of a news story... .
Lesson Two: Writing for Editors
The news angle... the role of the editor... what do
editors look for in a story? the press release and media alert
Lesson Three: The Feature Release
Discovering feature material, placement of ideas... Other uses of PR writing for feature stories. Also, press releases for arts events and similar activities... the relationship of the press release to the press kit, and the press conference... and redrafts. .
Lesson Four: The Product Release
The importance of the writing process... outlining, clustering and other ways of organizing
information... crafting the message... the importance of revisions
Lesson Five: Pitching Stories and Interviews
Memos, pitch letters and confirmation letters... "scripting" the interview... how to meet the media. .
Lesson Six: The Broadcast Release and PSA
Lesson Seven: Video News Releases and Radio Actualities
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 &
VNRs, filmscripts, presentations, visual treatments... how do news outlets use your PR submissions.. new technologies in PR. .
Lesson Eight: Midterm Exercise
Lesson Ten: Research and Fact-Finding
Fact-finding, newsgathering, organizing your information... essentials for interviews... research tools. .
Lesson Eleven: Planning Memos and other 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.
Lesson Twelve: Speeches and Presentations
Types of speeches... the mechanics of organization... making
brief remarks, presentations, formal speeches. .
Lesson Thirteen: PR Writing and the Web
How public relations professionals are using the Internet... Web-based challenges and opportunities. Writing for Web sites. .
Public Relations Campaign Design
Developing the outline of a PR campaign and communicating your
ideas to different publics... different types of media kit. .
Lesson Fifteen: Final
Multiple choice test and a writing exercise. Online students will take a timed exam in the classroom, not online.