PR 535: Writing for Strategic Public Relations3 Units

Fall 2018 – Tuesdays – 6:30-9 p.m.Section: 21556D Location: ANN 413

Instructor: Daniel Gaines Office Hours: Tuesdays, 5-6 p.m., or by appointment. Contact Info: gaines@usc.edu

I. Course DescriptionThis course introduces students to the array of writing assignments a PR practitioner might encounter. It is based on the School of Journalism’s rigorous newswriting standards. Through in-class drills and homework, students will learn to organize and plan their writing both with and without deadline pressure. Some assignments will cover the essentials of news and the basic building blocks of providing information; others will include elements designed to provide insight for working with clients and colleagues for both external and internal audiences. Specific writing styles will be reviewed, plus copy for online content, newsletters and business correspondence.

Students will be expected to tackle their assignments with a professional attitude and a willingness to learn new techniques. Good writing takes practice, hard work and passion.

II. Overall Learning Objectives and AssessmentPR 535 is designed to provide students with the following outcomes: to develop competence – and confidence – in writing mechanics and grammar, headlines, structure and the ability to express information clearly; to understand news and the nuances of how it is defined by a wide variety of media, and an ability to write in objective journalism style; to craft opinion with the use of facts and figures, and knowledge of when to apply objective or persuasive styles.

The goal of this class is to teach students how to: Understand proper PR writing styles with sensitivity to the requirements of different situations, media and

publications Judge the importance of information, set priorities and tailor writing to meet the needs of different

audiences Edit and proofread any material so it is publishable

III. Description of Assignments Students are required to bring their laptops to every class session. Most sessions include an in-class writing assignment that the student will execute with feedback from the instructor. It is not unusual for the coursework to be slowed down sometime during the semester as students learn to perfect the Inverted Pyramid, basic AP style guidelines, write in active (not passive) voice, edit and proofread their work, and understand how the content they are devising fits into the PR realm. These assignments culminate in a final project, often a comprehensive information kit (on an organization of each student’s choosing) that demonstrates a thorough understanding of the principles and techniques taught throughout the semester.

WRITING COACHESThe J-School employs a PR writing coach for students who need additional writing advice/aid.

WRITING EXERCISES and ASSIGNMENTS Writing on deadline is an essential skill for public relations as well as other fields. Students need to be able to do assignments in Microsoft Word (or occasionally with another application), and write fast. As needed, know how to insert accents and other symbols before turning in assignments.

Writing assignments must be double-spaced, whether printed or digital. Leave blank spaces and margins to allow space for editing and comments. In print, it allows proofing marks and comments from the instructor to fit. In Word, it makes it easier to follow track changes and comments. Familiarity with proofreading symbols in print and viewing markup in Word is required.

HOMEWORK DEADLINES: All students must submit in-class assignments at the end of class in print or email, as required by the instructor. To allow faster feedback on homework, students will be required to email certain assignments to the instructor no later than Sunday by 12 p.m. unless otherwise specified. If students wish, other assignments can also be emailed before class for faster feedback. The instructor will try to grade and edit assignments before the next class but cannot make a guarantee.

It is strongly suggested that you try to email earlier than the deadline in case of server problems or other technical trouble. If you miss the email deadline, send it anyway. It will be accepted until class time but the assignment will be marked down and feedback will be delayed.

IF YOU WILL BE ABSENT, try to let the instructor know before class by email or via other students. Unforeseen circumstances happen to all of us at one time or another. You do not need permission to be absent, nor do you need to present an excuse. You are responsible for finding out what transpired during class and to confirm what the homework is. You may NOT make up in-class writing exercises or other in-class activities.

QUIZZES/REQUIRED GSP EXAMINATIONQuizzes or in-class writing assignments may be given at any time. Some will be announced ahead of time; some will not.

The Annenberg School of Journalism requires graduate students to successfully complete an online Grammar, Spelling and Punctuation Exam. Your instructor will provide you with information regarding practice tests and coaching. The Exam is usually conducted in mid-November. Your score on the GSP does NOT factor into your PR 535 grade.

MIDTERM and FINAL PROJECTThe midterm will test your language skills and your ability to write on deadline and to proofread and edit your work. The final project will be elements of an information kit, preferably one for a real person or organization that does not already have one. You may also propose an alternate project, which will need instructor approval by November 13.

FOCUS TOPICBy the third class, each student must select a topic specialty that will be the subject of several assignments and related to the final project. No two students may choose the same topic.

This is for your convenience and to allow you to already have a topic in place for writing assignments. You will be expected to follow this topic area closely through the semester and find background materials about it. The topic should be one that interests you and can reasonably be expected to be the subject of social media promotion, news releases, trade articles, magazine stories and other media materials during the course. At times you will be asked to write for a real client or as if working for a client in this topic area.

The topic may relate to the student's hobbies or place of employment. It should not be too general, (i.e., "transportation"), nor too specific ("parking tickets"). So, for example, possible topics in the transportation area could be: Airport Security; Harley-Davidson; Vacationing by Train; Yachting Safety.

IV. Gradinga. Breakdown of Grade

Assignment % of Grade

In-class, homework assignments & quizzes 40%

Final Project 35%

Midterm 25%

TOTAL 100%

In this course, Participation is factored into your in-class work, as are your comments or questions related to the writing assignments.

b. Grading Scale/Standards95% to 100%: A 80% to 83%: B- 67% to 69%: D+

90% to 94%: A- 77% to 79%: C+ 64% to 66%: D

87% to 89%: B+ 74% to 76%: C 60% to 63%: D-

84% to 86%: B 70% to 73%: C- 0% to 59%: F

Writing courses in the Public Relations program follow the following grading scale:

“A” projects have writing near professional quality; one or no mistakes; clearly proofread and edited material. All required elements included (catchy headline, solid lead, varied vocabulary; supporting facts/figures; quotes as required). Excellent organization and flow; original thinking. Showed creativity in packaging/distribution method. High end of scale: publishable today as is. “B” projects have two to five spelling, grammar or AP Style mistakes. One or more required elements missing or poorly displayed (i.e., boring headline; confusing lead, etc.). Shows potential as a good writer. Adhered to inverted pyramid. High end of scale will have at least one extraordinary element such as astonishing lead or little-known facts or pithy quote. Some creativity shown. Publishable with medium editing.

“C” projects have more than five errors (spelling, grammar, AP style). Poorly edited and/or proofread. May have adhered to inverted pyramid but strayed at beginning or end. Hackneyed elements such as trite headline or uninteresting lead. Little or no facts/figures included. Passive rather than active verbs become the norm. Little or no creativity shown. Publishable with major editing.

“D” projects have more than 10 errors (spelling, grammar, style). Needs to be rewritten. Poorly organized with little or no understanding of journalistic style/standards. Needs to work with writing coach.

“F” projects are not rewritable, late or not turned in.

In addition, we maintain the highest standards of ethical writing/editing. The following are some other circumstances that would warrant a grade of “F” and potential USC/Annenberg disciplinary action:

• Fabricating a story or making up quotes or information (unless you are specifically assigned to insert fictional facts/quotes by your instructor for learning purposes)• Plagiarizing an article, part of a script/article or information from any source. This includes improper attribution, lifting ideas from another source and/or representing any work as your own. If you use existing text designed for repeated use, which is sometimes called “boilerplate,” identify the text or otherwise disclose this to the instructor in your assignment.• Missing a deadline.

V. Assignment Submission Policy A. All assignments are due on the dates and times specified. Lacking prior discussion and agreement with

the instructor, late assignments beyond the next class will automatically be given a grade of F. I do not accept make-up assignments.

B. When no time or format is specified, in-class assignments must be submitted by email or in print at the end of class, and homework via email or in print by the beginning of the following class.

VI. Required Readings and Supplementary Materials

1. “Public Relations Writing, Form and Style,” by Doug Newsom and Jim Haynes. Wadsworth/ Thomson Learning. 11th Edition, 2017. Required

2. “The Associated Press Stylebook and Briefing on Media Law.” Latest edition preferred. Required Note that tests are based on the 2018 edition. You are allowed to utilize the online version but it helps to have the hard copy with you while executing in-class assignments.

3. Dictionaries and other writing references are indispensable. You need to have easy access to one or more guides to spelling, grammar, punctuation and writing style. “Woe is I” by Patricia O’Connor and “The Elements of Style” by Strunk and White are among the best of the shorter volumes. We will discuss other references. The bottom line: know where to look when you have questions about writing.

4. News articles, trade publications, newsletters and other readings as required by assignments or your own interests. Some will be posted on Blackboard or described on the white board in class.

5. You should be familiar with http://www.prnewswire.com, http://www.businesswire.com and other press release services.

ADDITIONAL READINGS It's impossible to work in public relations, to learn about writing and improve your writing skills without reading topical news and feature writing and watching quality news broadcasts. It's also important to be aware of news, government, history and media.

VII. Laptop PolicyAll undergraduate and graduate Annenberg majors and minors are required to have a PC or Apple laptop that can be used in Annenberg classes. Please refer to the Annenberg Virtual Commons for more information. To connect to USC’s Secure Wireless network, please visit USC’s Information Technology Services website.

Add/Drop Dates for Session 001 (15 weeks: 8/20/18 – 11/30/18) Friday, September 7: Last day to register and add classes for Session 001Friday, September 7: Last day to drop a class without a mark of “W,” except for Monday-only classes, and receive a refund for Session 001

Tuesday, September 11: Last day to drop a Monday-only class without a mark of “W” and receive a refund for Session 001Friday, October 5: Last day to drop a course without a mark of “W” on the transcript for Session 001. [Please drop any course by the end of week three (or the 20 percent mark of the session) to avoid tuition charges.]Friday, October 5: Last day to change pass/no pass to letter grade for Session 001. [All major and minor courses must be taken for a letter grade.]Friday, November 9: Last day to drop a class with a mark of “W” for Session 001

VIII. Course Schedule: A Weekly Breakdown

Important note to students: Be advised that this syllabus is subject to change - and probably will change - based on the progress of the class, news events, and/or guest speaker availability. To accommodate timely, late-breaking topics and events and the unique needs of each student, the instructor retains the right to repeat, delay or even cancel certain assignments.

Topics/Daily Activities

Readings and Homework

Deliverable/Due Dates(for following class)

Week 1 8/21

Introduction. Syllabus, texts and policies. What is AP style? Look at short biographies online. Interviews. Check out printer with writing sample for instructor. In-class: Start work on a 1-2 page piece on your interviewee. Include a short note indicating its intended audience. (Graded but it will not count unless you miss an assignment later.)

Readings: Newsom and Haynes: Chapter 3-4. (11th ed)Stylebook: Chapters A, B and Punctuation Guide -A few articles at: http://mashable.com/category/ap-stylebook/-Consider focus topic.-Finish bios as needed.-If you did not submit in class, submit a previous sample of your writing. An article, press release, fund-raising pitch or business letter is fine. If you only have academic writing, send something short.

If previous writing sample is not submitted in class, email as soon as possible or bring to 8/28 class.

Bio due via email to gaines@usc.edu Sunday, August 26, at 11 p.m.

Week 28/28

Review assignments. Discuss references and grammar help. Establish the tenets of PR and successful writing. What is news and what are leads? How do you write a headline? News writing exercise in

Readings: Newsom and Haynes: Chapters 1, 2 & 5, Social Media. AP Stylebook C, D, Punctuation GuideAND: https://www.thebalance.com/news-writing-2316089

Complete class writing if needed, submit by Sunday Sept. 2 @11p.m.

Choose Focus Topic, be prepared to defend.

Find an event to cover and write an article. Identify the publication and audience. Can be local journalism or for a controlled media

class. -English articles (Blackboard or handout)-Review headlines and leads, especially if you have little news writing experience.Writing homework:-Write a short news article, 2-3 pages.

audience. A lecture, a panel discussion or other event with lots of talking works best if you have little experience. Other options: A news-worthy, unique event such as a street fair or a business opening. Do not use entertainment or sports events. INCLUDE TWO OPTIONS FOR A HEADLINE/TITLE. Be prepared to discuss whether those headlines or leads would work in social media. Due via email by 11 p.m. on Sunday, September 9.

Week 39/4

Focus topics; Leads, headlines, story structure:About word choices: Why should readers/viewers/listeners pay attention?Ordering of facts for news stories and releases. In-class assignment.

Readings: - “Misused English in EU” (Blackboard, pages 1-6 and browse entries)http://www.latimes.com/opinion/op-ed/la-oe-fallow-misspellings-trump-20170220-story.htmlhttps://www.nngroup.com/articles/cringeworthy-words/

Reminder: News article due via email by 11 p.m. on Sunday, September 9 (about 2 pages).

Subscribe to an email newsletter: Choose a newsletter from a trade, news or blogger source related to your focus topic. Be prepared to show examples in future classes.

Week 4 9/11

Quiz likely. Bring the AP StylebookIn-class exercise: crafting a full news release.

Readings: Newsom and Haynes: Chapter 6-9, Writing homework:Carefully edit and proofread your release.

If not completed in class, submit via email ASAP but in any case by the beginning of the next class. It is suggested you finish reviewing the AP Stylebook before the midterm.

Week 5 9/18

Promoting your release on social media; Intro to Information Kits; FAQs and Fact Sheets Overview of information kits. How does a reporter use the kit? Which components are necessary?In-class writing exercise: Write an FAQ and fact sheet.

Readings:Newsom and Haynes: 11.

Writing homework: Polish your FAQ and fact sheet.

Due by the beginning of next class. Can be submitted earlier. For the rest of the semester, assignments must be emailed/submitted no later than 6:30 p.m. on Tuesday—the beginning of the next class. Except for the take-home portion of the midterm, it remains optional to submit assignments by email before the next class.

Week 69/25

Other forms of writing:Newsletters, brochures, scripts. It depends upon the audience. In-class writing

Readings: Newsom and Haynes:Review 5, read 12. Writing homework: Details in class.

Due by the beginning of next class. Can be submitted earlier.

Week 710/2

Social Media Writing. More depth. When it relates to a campaign. Leverage and re-promoting. Plus: skills and issues that will be useful in midterm.

Write take-home portion of midterm. Prepare for in-class portions.

The take home portion of your midterm is due at the beginning of class on Tuesday, October 9. You MUST PRINT all sections of the midterm BEFORE you come to class; email submissions will not be accepted.

Week 810/9

Midterm Readings: Choose/Start book for book review for week 11.

Choose a book for book review assignment with PR purpose.

Week 910/16

Midterms discussed.Final Project overview.Crafting Your OpinionPublic relations practitioners will need to know how to write in the editorial or “opinion” voice. Crafting longer pieces.

Read Opinion pieces, Op-Eds Writing: Opinion Article ORFeature with a purpose (roughly 750 words or 3 pages). Include a few paragraphs explaining the audience and purpose of article. Can be about a subject that may relate to final project or focus topic. Reading: Newsom and Haynes, Chapter 10 best after you finish assignment.

Due at the beginning of next class. Also, be prepared to discuss the content/tone of the opinion writing you review. This will not be graded but will be noted as participation.

Week 1010/23

Writing for business: Email etiquette, memos and content will be analyzed. UX and digital profiles in PR.

Election Project groups set up.

Readings: On “UX,” User Experience for users and journalists. https://www.nngroup.com/topic/web-usability/Basic findings: http://www.useit.com/alertbox/9710a.htmlWriting: Choose a client, review their website, blog and social

Memo due by the beginning of next class. Can be submitted earlier.You probably want to have a copy for yourself to assist in your presentation in next class.

media pattern. 2-4 page memo. Prepare to critique site in class.

Week 1110/30

Present digital critique to class.

Meet on collaborative team election project

Readings: 8 Ways to Create Killer Content Online http://www.ragan.com/Main/Articles/8_ways_to_create_killer_online_content_48467.aspxWriting: Book Review, with PR purpose note.

Book review and note due by the beginning of next class. Can be submitted earlier.

Election PR project, initial work and email discussion.

Week 1211/6

Election PR writing project.

Reading: Politics PR research. Writing: Election PR project report, 2-4 pages with samples.

Due by the beginning of class. Can be submitted earlier.

Week 1311/13

Review. Native Advertising and Sponsored Content. “Controlled” media and “news” and everything in between. In-class memo work and final project requirements.

Writing: Final project memo and outline. You’ll use this as a blueprint for crafting your final project. This process is used for the optional thesis/professional project portion of your MA degree.

Due by the beginning of class. Can be submitted earlier.

Week 1411/20

Review and Practice.Editing opportunities for final projects. Last chance for comments or edits on final project with instructor.

Work on final project. Any drafts due before class. Ensure your final project is on track, discuss or email with instructor. Instructor can provide comments until today’s class.

Week 1511/27

Present Final Project. If your kit is entirely electronic, it’s imperative that you test it before you turn it in. All final projects are due no later than the start of today’s class. Arrange with instructor if you want to submit it earlier.

FINAL EXAM12/11, 7-9 p.m.:No final exam is given in this course.

You may meet with instructor to review final project.

Final Project

You will prepare a detailed information kit that contains common elements PR practitioners rely on, unless you make other arrangements with the instructor. There are required and optional elements, all designed to help you hone your writing skills and to craft a kit that is worthy to share with a potential employer. You may want to package this on a website or have someone else package it, but this course doesn’t include design so discuss these details with the instructor. Here are general instructions:

Information Kit, Due Nov. 27 at 6:30 p.m. No late submissions will be accepted.

Although this is primarily a writing class, do give some thought to how you package your kit. Make sure you proofread your work. You should have someone read it over and suggest editing or give you reactions. You could

All kits must include (unless otherwise arranged with instructor):

1. A strategic style memo to client/boss/instructor explaining the purpose of kit and how it fits overall public relations strategy. (1.5-page minimum.) You can put this in the kit for convenience but it would not really be part of or inside the kit, of course.

2. An opinion piece (500 words minimum)

3. A news release 

4. An FAQ (with at a minimum of five questions)

5. A list of all the other materials you would include if you were doing a complete kit. This list would include additional written sections, photos or graphics or whatever. Include a sentence or two of description as needed.

In addition, the kit must include two special elements. Generally, these should be two or three pages long, but one could be longer and another shorter.  If both items are short, do a third item. Discuss your special elements with the instructor if unsure.

Among your options:

1. A few short biographies/profiles of key people, or one longer profile of one key person

2. A one-page product or company fact sheet  

3. A position paper

4. A newsletter or magazine feature

5. An item of your own choosing, provided you’ve cleared it with the instructor

IX. Policies and Procedures / Additional Policies

CLASS GROUND RULES AND PARTICIPATIONClass discussions display the communication skills required for your craft. They also can reveal your curiosity, tenacity and ability to connect with sources to obtain information. It is equally important to respect the class and your fellow students. Mobile phone rings, side conversations, noisy wrappers, web surfing and other distractions and interruptions have no place in the classroom.

Ideas are to be treated with respect as well, but criticism plays a crucial role in learning. The craft of writing is made up of revision and rewriting. Constructive comments on your classmates’ work are expected. Not only should you not be bothered by critiques from fellow students and the instructor, you should seek out honest reactions to your work.

InternshipsThe value of professional internships as part of the overall educational experience of our students has long been recognized by the School of Journalism. Accordingly, while internships are not required for successful completion of this course, any student enrolled in this course that undertakes and completes an approved, non-paid internship during this semester shall earn academic extra credit herein of an amount equal to 1 percent of the total available semester points for this course. To receive instructor approval, a student must request an internship letter from the Annenberg Career Development Office and bring it to the instructor to sign by the end of the third week of classes. The student must submit the signed letter to the media organization, along with the evaluation form provided by the Career Development Office. The form should be filled out by the intern supervisor and returned to the instructor at the end of the semester. No credit will be given if an evaluation form is not turned into the instructor by the last day of class. Note: The internship must by unpaid and can only be applied to one class.

Statement on Academic Conduct and Support Systemsa. Academic ConductPlagiarism Presenting someone else’s ideas as your own, either verbatim or recast in your own words - is a serious academic offense with serious consequences. Please familiarize yourself with the discussion of plagiarism in SCampus in Section 11, Behavior Violating University Standards (https://policy.usc.edu/scampus-part-b/). Other forms of academic dishonesty are equally unacceptable. See additional information in SCampus and university policies on scientific misconduct (http://policy.usc.edu/scientific-misconduct/ ) .

USC School of Journalism Policy on Academic Integrity The following is the USC Annenberg School of Journalism’s policy on academic integrity and repeated in the syllabus for every course in the school: “Since its founding, the USC School of Journalism has maintained a commitment to the highest standards of ethical conduct and academic excellence. Any student found plagiarizing, fabricating, cheating on examinations, and/or purchasing papers or other assignments faces sanctions ranging

from an ‘F’ on the assignment to dismissal from the School of Journalism. All academic integrity violations will be reported to the office of Student Judicial Affairs & Community Standards (SJACS), as per university policy, as well as journalism school administrators.”

In addition, it is assumed that the work you submit for this course is work you have produced entirely by yourself and has not been previously produced by you for submission in another course or Learning Lab, without approval of the instructor.

b. Support SystemsStudent Counseling Services (SCS) – (213) 740-7711 – 24/7 on callFree and confidential mental health treatment for students, including short-term psychotherapy, group counseling, stress fitness workshops, and crisis intervention. engemannshc.usc.edu/counseling

National Suicide Prevention Lifeline – 1 (800) 273-8255Provides free and confidential emotional support to people in suicidal crisis or emotional distress 24 hours a day, 7 days a week. www.suicidepreventionlifeline.org

Relationship and Sexual Violence Prevention Services (RSVP) – (213) 740-4900 – 24/7 on callFree and confidential therapy services, workshops, and training for situations related to gender-based harm. engemannshc.usc.edu/rsvp

Sexual Assault Resource CenterFor more information about how to get help or help a survivor, rights, reporting options, and additional resources, visit the website: sarc.usc.edu

Office of Equity and Diversity (OED)/Title IX Compliance – (213) 740-5086Works with faculty, staff, visitors, applicants, and students around issues of protected class. equity.usc.edu

Bias Assessment Response and SupportIncidents of bias, hate crimes and microaggressions need to be reported allowing for appropriate investigation and response. studentaffairs.usc.edu/bias-assessment-response-support

The Office of Disability Services and Programs Provides certification for students with disabilities and helps arrange relevant accommodations. dsp.usc.edu

Student Support and Advocacy – (213) 821-4710Assists students and families in resolving complex issues adversely affecting their success as a student EX: personal, financial, and academic. studentaffairs.usc.edu/ssa

Diversity at USC Information on events, programs and training, the Diversity Task Force (including representatives for each school), chronology, participation, and various resources for students. diversity.usc.edu

USC Emergency InformationProvides safety and other updates, including ways in which instruction will be continued if an officially declared emergency makes travel to campus infeasible. emergency.usc.edu

USC Department of Public Safety – UPC: (213) 740-4321 – HSC: (323) 442-1000 – 24-hour emergency or to report a crime. Provides overall safety to USC community. dps.usc.edu

X. About Your Instructor

Daniel Gaines has taught and helped develop PR J-535 since 2001. He is a digital news consultant and freelance editor, currently working on journalism, sponsored editorial and digital news-related projects. His recent clients include Spotlight Labs, Taboola, the Milken Foundation and Participant Media.

From 2006 until 2015, he was Senior Deputy Online Editor at The Los Angeles Times. He was Business Editor at latimes.com from 2000 to 2005. From 1994 to 2000 he was Markets Editor of the Los Angeles Times, responsible for personal finance coverage and stock market news. In the decade before that he held reporting and editing positions at The Press-Enterprise of Riverside, California. He has worked in Japan and Europe in Center for Foreign Journalists exchange programs. He has been a fellow in three economics programs designed for journalists and has been invited to speak at conferences such as the Knight Media Multimedia workshop at UC Berkeley and the American Copy Editors’ Society. He taught journalism at California State University, Fullerton for four years in the 1990s, and is a graduate of the State University of New York, Albany, where he majored in Rhetoric and Communication.