C&J 281                                                                                              Dirk C. Gibson

Public Relations Writing                                                                        # 206, C&J Building

Fall 2005; M & W, 10-11:30                                                               (505) 277 2727

C&J 214                                                                                              dirkcgib@unm.edu.

 

 

COURSE PURPOSE

 

            This is a relatively specialized course, dealing with a specific subject—public relations writing. Our purpose, therefore, involves learning the techniques and practices of contemporary writing in the public relations profession. Students will engage in guided public relations writing activity.

 

 

COURSE PREREQUISITE

 

            C&J 171, Writing for the Mass Media I, or consent of instructor.

 

 

COURSE TEXTBOOK

 

            Doug Newsom and Jim Haynes, Public Relations Writing: Form & Style (Belmont, CA: Wadsworth, 2005). The bookstore should carry the current edition, the seventh.

 

 

COURSE REQUIREMENTS

 

            Test I                                       10 points

            Test II                                      20 points

            Test III                                     20 points

            Fact Sheet                                10 points

Poster/Flier                               10 points

News Release                          15 points

Brochure                                  15 points

 

TOTAL                                    100 possible points

 

 

IN-CLASS WRITING

 

            Writing is an applied craft. This means that one needs to write to improve one’s writing. There is a positive and linear relationship between writing proficiency and the time and effort invested in writing. In addition to producing four written public relations products, students will work on their writing in class during four guided sessions.

 

COURSE POLICIES

 

Grading:  100-98 =A+, 97-94=A, 93-90=A-, 89-88=B+, 87-84=B, 83-80=B-,79-78=C+, 77-74=C, 70-73=C-, 69-68=D+, 67-64=D, 63-60=D-, below 60 is failure.

 

            Papers: All papers should be typed, double-spaced, and proofread, conforming to an academic style such as MLA, APA, Turrabian, Strunk & White, etc. There is a one point per day deduction for late work. Please turn in TWO copies of all papers.

 

            Attendance:  All students receive two unexcused absences. After that there is a deduction of one point per day for each unexcused absence. Documentation is expected of all excused absences.

 

            Conduct:  Students are expected to arrive at class punctually, prepared to discuss assigned chapters and/or other reading, and to remain for the entire class session. Courtesy and professionalism will characterize class discussion, and no one will be permitted to make rude, sexist, racist, or otherwise disrespectful comments or engage in behavior inimical to education. Inability to arrive at class punctually or remain for the entire session will be deemed an absence.

 

            Academic Honesty:  No student shall give or receive assistance not explicitly authorized by the instructor in the preparation of ANYTHING submitted for academic credit; tests, papers, projects, assignments and anything else. All work should be individual, unless explicitly noted. Anyone caught engaging in any type of academic dishonesty WILL AUTOMATICALLY FAIL THE COURSE, and additional penalties may be pursued. Anyone with questions regarding assignments, tests, etc should ask the instructor, NOT A CLASSMATE.

 

            Late Work:  Do not put late work in my office mailbox, or under my office door. All late work must be given to the staff in the Department of Communication &  Journalism office. They will give a receipt if requested.

 

 

COURSE SCHEDULE

 

 

Week 1            A)        Introduction to course; Syllabus

 

B)                 Introduction to Public Relations Writing; Survey of types of PR Writing; Ch 1 discussion

 

 

 

 

 

 

 

 

Week 2            A)        Importance of PR Writing; Ch 2 discussion; FOCUS on Writing

Quality

 

                        B)        Ch 3 discussion

 

 

Week 3            A)        NO CLASS: LABOR DAY

 

                        B)        Ch 4 discussion

 

 

Week 4            A)        Ch 5 discussion; FOCUS on VNRs

 

B)                 Ch 6 discussion; IN-CLASS WRITING # 1

 

 

Week 5            A)        Review for Test I

 

B)                 Test I

 

 

Week 6            A)        Discuss Test I; Ch 7 discussion; FOCUS on Fact Sheets

 

B)                 OPEN SESSION; PRSSA Activity

 

 

Week 7            A)        Ch 8 discussion; FOCUS on Position Papers & Backgrounders

 

B)        TUTORIALS

 

 

Week 8            A)        Ch 9 discussion; IN-CLASS WRITING # 2

 

B)                 Ch 10 discussion; FOCUS on News Releases

 

 

Week 9            A)        Ch 11 discussion; FOCUS on TV Storyboards/Scripts

 

B)                 Review for Test II

 

 

Week 10          A)        Discuss Test II

 

B)                 Ch 12 discussion; FOCUS on Audio Scripts/Tapes/Carts

 

 

Week 11          A)        IN-CLASS WRITING # 3

 

B)        Ch 14 discussion; FOCUS on Cybermessages (Banners, Web Sites, Home Pages)

 

 

Week 12          A)        Ch 17 discussion         

 

B)                 FREE DAY

 

 

Week 13          A)        Ch 18 discussion; FOCUS on Brochures

 

B)                 Ch 19 discussion; FOCUS on Media Alerts/Advisories

 

 

Week 14          A)        IN-CLASS WRITING # 4

 

B)                 Ch 20 discussion; FOCUS on Newsletters

 

 

Week 15          A)        TUTORIALS

 

B)                 TUTORIALS

 

 

Week 16          A)        DEAD WEEK

 

                        B)        DEAD WEEK; Course Evaluation; ALL GRADED WORK DUE

 

 

FINAL EXAMINATION: TBA