Michael L. Kent, Ph.D., University of New South Wales | Home

Public Relations Writing

Public Relations Writing is a course that combines theory, model, and practice. Students are exposed to basic and advanced principles of public relations theory and asked to apply that knowledge to realistic contexts. Students will be placed in work groups in which they will work with fictive clients. Based on the fictive client's product/service, and customer/client profile students will complete several assignments over the course of the semester.

NB: Students may, if they choose, complete all assignments on their own. Without the aid of group partners. However, those who choose this option must be capable of completing all aspects of the creative assignments on their own. I.e., they must be experienced with page layout software (PageMaker, QuarkXPress) and graphics software (PhotoShop, Illustrator, etc.).

ASSIGNMENTS

ASSIGNMENTS POINTS
Field Trip(s) (Printer/Publisher) Required
Exam/Quiz/Test (call it what you will). One per book (3@150) 450
Publication Presentation † 350
Logo/Stationery/Business card 300
Brochure (design/content) 150
News Release 150
Business Letter (response to angry customer) 150
Backgrounder (fact Sheet, biographical info on leaders, company history, etc.). 150
Informational Graphic (Infographic) 250
Professionalism 200
Total 2,150

† Each presentation will include a pre-presentation homework component, an activity during the presentation, and handouts/visual-aides for use during the presentation.

OPTIONAL/EXTRA CREDIT POINTS
Media Kits 50
PR Materials (color wheel, Pantone chart, etc.) 50
PSAs 100
Flier, circular, direct mail, BRC, newsletter, etc. 50–150
Speech 150

TEXTS

There will be four books required for Public Relations Writing.

  1. Goldstein, N. [Ed.], (1998). The Associated Press Stylebook and Libel Manual. Reading MA: Perseus Books.

  2. Treadwell and Treadwell, (2000). Public Relations Writing: Principles in Practice. Boston MA: Allyn & Bacon.

  3. Tucker, K., Derelian, D., & Rouner, D., (1999). Public Relations Writing: An Issue-Driven Behavioral Approach. Upper Saddle River NJ: Prentice Hall.

  4. Bruno, M. [Ed.], (1997). Pocket Pal. Memphis TN: International Paper.

Each text explains important issues associated with public relations writing and the design and production of written documents.

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Last updated: Wednesday, February 20, 2019