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Aims
This module aims to allow students to develop their writing skills, building on the work of media and media writing. It includes content related to: writing business material; speeches; releases and media statements; writing for publication; writing interview briefs; writing for social media; and grammar. Students will thus receive an understanding of the appropriate styles to be used in a wide variety of situations which are common within public relations practice.
Learning Outcomes
On successful completion of this module, students should:
- Be aware of the principal grammatical rules of written English
- Be able to select the most appropriate means of communication for a range of business and public relations situations
- Understand how to write business material relevant to PR practice
- Be familiar with the requirements of a number of different means of communication within public relations
- Demonstrate an ability to write effectively in a variety of PR contexts.
Content
Grammar
- The basic rules of grammar.
Business material for PR
- Writing presentations, reports, leaflets, brochures, newsletters.
Writing speeches
- Preparation, audience, speech notes, structure, tone, use of language.
Writing for publication
· Writing feature articles (structure, headlines, awareness of readership, use of language).
· Photo captions and audio sound bites.
· Awareness of the journalist’s agenda
Writing for the internet and intranet
- Social media sites, podcasts, blogs and the use and abuse of emails.
Media release and media statement writing
- Structures, content, contact details, note to editor etc.
- Structuring a media release – the inverted pyramid model.
- Structuring a media statement – the different tone, wording and structure
- Writing styles for different media and publics
- Understanding when circumstances require a media release or media statement.
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Writing interview briefs
- Interview briefs
- Preparing clients for interviews, interviewing styles and techniques, audiences
- Preparing questions and answers, use of newsworthy quotes.
Other written communications
- Letter writing (government/organisations),
- Crisis statements
- Writing for internal audiences eg employees.
Assessment
100% examination
Students will sit a three hour written examination for this module, worth 100% of the marks. Three questions must be answered - one compulsory question asking for a media release or media statement to be written, plus another two questions from a choice of five which will test students’ ability to write.
Students should be aware that poor grammar and spelling will be taken into account in grading papers.
Reading
Required reading:
There are three core textbooks for this module:
- Bivins, T. (1999). Public Relations Writing. Fourth Edition. Lincolnwood: NTC.
- Bland, M., Theaker, A., and Wragg, D. (2000). Effective Media Relations. Second Edition. London: Kogan Page.
· Treadwell, D. and Treadwell, J. (2005). Public Relations Writing: Principles to Practice. Second Edition. London: Sage.
Suggested additional reading
- Bartram, P. (1999). How to Write a Press Release. Plymouth: How To Books.
· Burchfield, R.W. (ed) (2001). Modern English Usage. Oxford: Clarendon Press.
- Foster, J. (2001). Effective Writing Skills for Public Relations. London: Kogan Page.
- Jefkins, F. (1993). Planned Press and Public Relations. Edinburgh: Blackie.
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