Lesson One: Press Release Basics

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... Reading assignment for next class: Section I, pp. 13-22 and Section II, pp. 29-49.

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 format... Reading assignment for next class: Section I, pp. 3-9, and Section III, pp. 104-118.

Lesson Three: Pre-writing and Planning your Message

The importance of the writing process... outlining, clustering and other ways of organizing information... crafting the message... the importance of revisions and redrafts. For next class, read Section II, pp. 42-49. .

Lesson Four: Features

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... For next class, read Section II, pp. 50-53 and Section I, pp. 3-12..

Lesson Five: Pitching Stories and Interviews

Memos, pitch letters and confirmation letters... "scripting" the interview... how to meet the media. For next class, read Appendices, pp. 233-257..

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 class, read Section I, pp. 10-12, and Section III, pp. 54-58..

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 class, review previous reading assignments..

Lesson Eight: Midterm Exam

Multiple choice test and a writing exercise. Students will be given a total of two hours to complete the exam. For next class, read Section III, pp. 59-64.

Lesson Nine: 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 class, read Section II, 95-100.

Lesson Ten: PR Writing and the Web

How public relations professionals are using the Internet... Web-based challenges and opportunities. Writing for Web sites. .

Lesson Eleven: Research and Fact-Finding

Fact-finding, newsgathering, organizing your information... essentials for interviews... research tools. For next class, read Section IV, pp. 159-181.

Lesson Twelve: Planning Memos, Backgrounders, and other Written 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. For next class, read Section II, pp. 88-94.

Lesson Thirteen: Speeches and Presentations

Types of speeches... the mechanics of organization... making brief remarks, presentations, formal speeches. For next class, read Section IV, pp. 151-158 and 217-232..

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 class, 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.