J4/552: Adv PR Writing

Advanced PR Writing is the newest course in the public relations sequence. In this class, you will need to rely on that basic knowledge from PR Writing and expand your skills to think strategically, and communicate persuasively.

Work of the Course: The as-signments in this course were created to approximate the

nature of tactics that you might be re-sponsible for execut-ing with three to five years of experience in public relations. I expect you to think as a professional and stretch yourself to write and produce as a professional.

My Expectations: You will be expected to think, to be crea-

tive, to manage multiple dead-lines and to pay attention to detail. If something is unclear – come see me. If you want to brainstorm ideas – come see me. I’ve designed this class, and the assignments, to re-flect the nature of work that you’ll find in many agencies.

SEE YOU ONLINE. Course Web Sites: Blackboard; Kellimatthews.wordpress.com; Prosintraining.blogspot.com

ichat: kellimatthews@mac.com Yahoo!: kmspin

MSN: matthews_kelli@hotmail.com Skype: kellimatthews

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Course Objectives

• Apply theories from J350: Public Relations Principles to write strategically for defined outcomes

• Build on the foundation from J440: Public Relations Writing by using an appro-priate voice and style for publics

• Advance technical skills developed in J440, paying special attention to strong verbs, brevity and colorful language

• Execute specialized forms of writing for a portfolio, such as new media and presentations

• Develop an understanding of direct-to-consumer communications in several contexts, including non-profit and corporate envi-ronments

IT’S A WRITING CLASS, AFTER ALL... GRADING CRITERIA

To ensure a consistent, clear grading policy, I will use the following grading scale, which is based on content, in addition to the number and severity of the edits I make to your documents.

Basic Edit ExamplesSpelling error, fragment, missing period, factual error, poor content

Advanced Edit ExamplesWordiness, passive voice, AP style, lack of strategic thinking, poor framing, organizational problems, comma placement, not following class format, lack of parallel structure

I will accept passive voice when I cannot improve your sentences by using active voice. A (4.0 or 90-100): Excellent You can make between zero and three advanced edits. Your work exhibits excellent comprehension and performance. The material is ready for publi-cation and shows outstanding scholarship, mas-tery of facts, narrative flow, writing and news judgment.

B (3.0 or 80-89): Above Average You can make four to seven advanced edits. Your work does not have basic errors. It exhibits good comprehension and performance. The material is written well. It shows mastery of the subject and good scholarship, but you need to make minor changes before publication.

C (2.0 or 70-79): Meets Minimum StandardsYou can make eight to 11 edits (basic, advanced or both). If the work has a basic edit, it starts at a C. In the real world, a major edit jeopardizes a quick promotion and if caught by a client, it would dam-age the organization-client relationship. Firms have lost clients because of spelling errors.

D (1.0 or 60-69): Does Not Meet StandardsYou would need to make 12-15 edits (basic, ad-vanced or both). If the work has at least two basic edits, it starts at a D. The work exhibits borderline comprehension and performance.

F (0.0 or 59 or below): Unacceptable You need to make at least 16 edits (basic, advanced or both). The work demonstrates unsatisfactory comprehension and performance.

THE WHEN & WHEREClass Time: 10 am - 11:50 am Tu/ThInstructor: Kelli MatthewsEmail: kmatthew@uoregonOffice Hours: 12 noon - 1:30 pm Tu/ThWeb: Blackboard; j452w08.wordpress.com Blog: PRosintraining.blogspot.com

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THE ASSIGNMENTS You will complete seven major assignments, most with multiple components. Each assignment is due the Tuesday after the week it’s assigned. The general topics include:

Graduate students will be expected to complete 3 additional writing assignments as determined by their interests and will be added onto one of the topic units listed. Example: for the financial/investor relations assignment, a graduate student could opt to create copy for an annual report. Or in addition to the presentation on corporate social responsibility, the graduate students could opt to create complementary marketing communication mate-rial.

Grading Criteria: Each assignment grade is taken as a raw score and the point value is assigned based on the “level of difficulty.” *Many assignments must be submitted with a “creative brief” (example at-tached).

Week Assignment Points Possible

2 Feature Article 20 points

3 Personal Blog Assignment

* 13 posts + 6 comments

10 points each post

5 points each comment

5 Social Media Strategy 100 points

6 PR Podcast 20 points

7 Sponsorship Material 20 points

8 Shareholder Letter 20 points

9 Presentation 100 points

All assignments are eligible for a revision. The final grade will be determined by averaging your first and second versions.

Classroom Protocol: You are expected to be in class on time, every time the class meets. Every student is expected to accept responsibility for getting assignments, understanding precisely what is expected, and getting the work done to a high professional standard on or before specified deadlines.

Disabilities: Students with documented disabilities who may need accommodations, who have any emergency medical information the instructor should know of, or who need special arrangements in the event of evacuation, should make an appointment with the instructor as early as possible, no later than the first week of the term.

Inclement Weather: I live in North Eugene. In the event of any inclement weather, chances are, class will be can-celled. Check your email before you come to class.

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Date Description Reading

Topic: Overview, Assignment, Creative Brief, Key Messages, Presentation Overview

1 Jan. 8 Overview, Introductions, Made to Stick, Chapter 1 10th Persuasive Writing, Sticky Messages

Assignment:

Topic: Feature Writing

2 15th Trade Media, Contributed Articles Made to Stick, Chapter 2EConnect article17th Topic Overview, Workday

Assignment: Due 22nd - 1500-word feature article

Topic: Social Media Overview, Personal Blogging Assignment

322nd Social media overview: the basics PR2Essentials: www.shiftcomm.com/downloads/pr2essentials.pdf

[packet] Backbone Media Study; [packet] Huyse, 7 Habits;[packet] LifeHacker, commenting tips; [packet] Edelman 24th Blogging

3 Web 2.0 presentationsAssignment: Set up personal blog + one intro post

Topic: Social Media Strategy

429th Overview strategy & Assignment

3 Web 2.0 presentations Reading: Made to Stick, Chapter 3 SHIFT: blogger relations guidelines31st Kami Huyse, MyPRPro

Sea World San Antonio Social Media case study Assignment: List of influentials

Topic: Social Media Continued

5Feb. 5 Social media press release

5 Web 2.0 presentations Reading: Made to Stick, ,Chapter 4About blogging, social media 7th New Tools: Twitter, Facebook

5 Web 2.0 presentationsAssignment: Social Media Strategy for Eco Dolls

Topic: Podcasting

612th Podcasting basics Reading, MTS, Chapter 5

[packet] Podcasting for dummies; Listen to 2 episodes of FORWARDhttp://www.forward-moving.com/blog/category/podcast/ 14th Paull Young, Converseon (via phone)

Assignment: PR Podcast

Topic: Nonprofit Sponsorships and Fundraising

7 19th Cause Marketing and Sponsorships Reading, MTS, Chapter 6[packet] idealist reading; [packet] Martin21st Sponsorship writing

Assignment: Sponsorship levels and solicitation letter

Topic: Investor Relations

8 25th Overivew, investor relations [packet] Financial reports for dummies[packet] Aronson; [packet] Cole 28th Overview, business of retail

Assignment: shareholder letter

Topic: Corporate Social Responsibility & Presentations

9 Mar. 4 CSR Reading, MTS, Epilogue; Reading, CSR (to be determined)[packet] presentation zen 6th Giving Presentations

Assignment: speech and presentation on CSR

Topic: Presentations, Wrap-Up

1011th Presentations 13th Presentations

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