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Unformatted text preview: COMM 3144, Fall 2011, Cannon, Monday‐Wednesday, Page 1 COMMUNICATION 3144 (CRN 97879) WRITING AND EDITING FOR PUBLIC RELATIONS (Advanced Media Writing) Department of Communication Virginia Polytechnic Institute and State University Fall 2011 Douglas F. Cannon, Ph.D., APR+M 3:30-4:45 p.m. [email protected] Monday/Wednesday 106 Shanks Hall, 540-231-2331 160 Shanks Hall Office Hours: Tuesday, 2-3:15 p.m.; Wednesday, 1-2:15 p.m. UNDERGRADUATE CATALOG COURSE DESCRIPTION: Advanced writing and editing skills related to the preparation of press releases, feature articles, brochures, newsletters, fund-raising letters, annual reports, and webpages. Pre: Junior standing. Pre: 2024. (3H,3C) OVERVIEW: COMM 3144 introduces students to writing techniques and tasks that entry-level public relations practitioners typically carry out. The experiences build on knowledge, skills and abilities students learned in COMM 2024 (Media Writing). COMM 3144 focuses on public relations writing. That's a discrete skill not addressed in journalistic, composition or creative writing. Public relations writers prepare messages for all types of media—mass, social and interpersonal. Those messages have specific purposes. Text and graphics are tailored to meet particular objectives in defined target audiences. COURSE APPROACH AND LEARNING OBJECTIVES: Students will learn writing and editing skills that entry-level practitioners need to communicate messages strategically through a variety of channels to internal and external publics. Students will write and edit weekly. They will use traditional and online approaches to public relations writing. Students will learn to use Associated Press style. They will analyze examples of good and bad writing. The instructor will serve as a coach. He will emphasize two-way communication so students can synthesize writing concepts and techniques for their future public relations work. Assignments will provide experience in basic publicity, media relations, internal communication and external communication tasks. Students who complete COMM 3144 should be able to: • Prepare traditional and social media news releases, media advisories and story pitches to support publicity objectives. • Develop backgrounders, position papers and media kits for organizational campaigns, strategic initiatives or public policy debates. • Present key messages to specific target audiences through various methods: pamphlets, newsletters, fact sheets, direct mail items, websites and social media networks. • Write speeches, talking points, announcements, letters, memos and broadcast scripts that include key messages and strategically appeal to target audiences. • Create advertising copy for various media to advance organizational objectives....
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This note was uploaded on 08/30/2011 for the course COMM 3144 at Virginia Tech.
- Public Relations