PRK 3661 Professional Copywriting

PRK 3661 Professional Copywriting

Course code: 
PRK 3661
Communication and Culture
Course coordinator: 
Ratna Elisabet Kamsvåg
Course name in Norwegian: 
Product category: 
Bachelor of Communication Management - Programme Course
2018 Autumn
Active status: 
Level of study: 
Teaching language: 
Course type: 
One semester

Successful PR- and marketing communications professionals must understand the principles of good written communication. Poor writing skills diminish organizational credibility, internally and externally, especially for the person who has developed the text. Good texts, have a foundation of proper research, analysis and planning. Text design stems from such skills, adjusted to genre, model reader and goals. A text must be both well-written and correctly written, according to the respective standards and rules of the language used.
Skills acquired in this course will prove to be useful and transferable to all jobs and positions where communication skills are prerequisites.

Learning outcomes - Knowledge
  • Mastery of all phases of the writing process, from the idea and research to final proofreading
  • Enabling individual orientation in an ever-changing landscape of genres
  • Understand how text is perceived by different kinds of readers
Learning outcomes - Skills
  • Identifying genre-specific conventions
  • Creating genre-conforming texts
  • Good language (according to Norwegian Standard)
  • Identifying the model reader
  • Finding, creating and targeting material
  • Enhancing an organization's credibility through good texts
Learning Outcome - Reflection
  • A clear understanding of the ethical issues confronting writers
  • Good ethical judgment
  • Reflect on the organization's internal and external parameters
Course content

Written communication in business

To give business a voice

  • The starting point for the company's voice
  • Who is responsible for providing, developing and maintaining the company's voice?
  • Review of relevant rhetorical, linguistic and other epistemological techniques
  • How to choose the formats that best suit the business

Written and general media relations

  • The press release
  • The background paper
  • Chronicle, and readers letters to the editor
  • E-mail correspondence with a journalist (the written interview)
  • Speeches

Written communication for internal audiences

  • Internal newspapers
  • Intranet
  • Joint letters to employees (electronically or on paper)
  • Bulletins
  • Internal presentations

Direct follow-up via

  • Individuals, organizations and other pressure groups
  • Governmental bodies, letters to the editor, blog comments, etc.
  • Recorded statements of hearings

Special occasions

  • Crises, conflicts, restructuring and other situations that require special care
  • Stock exchange announcements, profit warnings

Law and Ethics

  • Legislation must be taken into account when writing
  • Editorial responsibility and adherence to ethical guidelines
Learning process and requirements to students

The course will primarily consist of lectures and emphasize on writing practice by students. The course may also include role-playing as a way to understand media relations. Students are expected to bring their PC's (or Macs) to class. The compact course is organized in seminars which go for 6 hours per day for one week.

The lectures are mandatory, and require 70 % attendance and active participation. The lecturer will record and report attendance to the course responsible. Assigning groups is at the lecturer’s discretion. 

Software tools
No specified computer-based tools are required.

Higher Education Entrance Qualification.

Required prerequisite knowledge

Courses in PR, and Applied Rhetorics.

Exam categoryWeightInvigilationDurationGroupingComment exam
Exam category:
Form of assessment:
Written submission
Exam code:
Grading scale:
Grading rules:
Internal examiner with external supervisor
Examination when next scheduled course
100No1 Semester(s)Individual Grades are based on following activities and weighing: Throughout the course, students will develop several papers, and must choose three papers for a portfolio that will be subjected to grading. The portfolio counts for 100 % of the final grade.
Exam category:Submission
Form of assessment:Written submission
Grouping (size):Individual
Duration:1 Semester(s)
Comment:Grades are based on following activities and weighing: Throughout the course, students will develop several papers, and must choose three papers for a portfolio that will be subjected to grading. The portfolio counts for 100 % of the final grade.
Exam code:PRK36611
Grading scale:ECTS
Resit:Examination when next scheduled course
Exam organisation: 
Portfolio assessment
Total weight: 
Student workload
36 Hour(s)
Group work / Assignments
56 Hour(s)
Peer review.
Student's own work with learning resources
82 Hour(s)
Self study/home work - writing assignments
26 Hour(s)
Sum workload: 

A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 7,5 ECTS credit corresponds to a workload of at least 200 hours.