PRK 3522 Writing for PR
APPLIES TO ACADEMIC YEAR 2012/2013
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PRK 3522 Writing for PR Responsible for the course Tor Bang Department Department of Communication - Culture and Languages Term According to study plan ECTS Credits 7,5 Language of instruction Norwegian Introduction Successful PR professionals must understand principles of good writing and possess superb reporting and research, writing and editing, and production skills. They must also have a good understanding of the skills necessary for interacting and building relationships with journalists on behalf of their organizations. This course teaches skills of persuasive writing that are of value for anyone seeking employment in any public relations position from the arts and entertainment to politics. It also gives students insight into media relations. The course covers all forms of writing for public relations in a variety of media, including press releases, public service announcements, magazine queries, securing television and radio interviews, coverage memos, media alerts, features, trade press releases, newsletters, backgrounders, and public relations presentations. Digital and new social media will also be featured. Successful students will be able to go to job interviews with the assurance that they have had professional exposure to the writing required for a PR career.
Acquired Skills
Reflection
Prerequisites Taken Introduction to PR. Compulsory reading Books: Bonvik, Øystein ; med Peggy S. Brønn. 2010. Virksomhetens stemme : digital, trykket eller fremført - tekst som informerer og inspirerer. Gyldendal akademisk Kjendsli, Veslemøy. 2008. Rett på sak! : lærebok i praktisk journalistikk. IJ-forlaget Recommended reading Books: Cappelen, Anders W. 1998. Bruk pressen : håndbok i hvordan din bedrift kan få positiv medieomtale og unngå negativ oppmerksomhet. 2. utg. InfoFokus Harr, Erik. 2006. Medielobbyisme : kunsten at sætte en dagsorden. Børsen Course outline Written communication roles in a business To give business a voice
Written media relations and media relations
Written communication in their own channels - internal audiences
Written communication in their own channels - external audiences
Direct follow-up
Infrastructure
The special occasions
Law and Ethics
Computer-based tools Proficiency in word or other text programs. Learning process and workload The course will primarily consist of lectures with an emphasis 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.
Examination The final grade in the course is based on following activities and weighting: 1) 60 % - examples of writing to be delivered in an individual portfolio. Must be passed to pass the course. 2) 40 % - a three-hour written exam. Must be passed to pass the course. Examination code(s) PRK 35221 - Portfolio, counts 60 % towards the final grade in PRK 3522 Writing for PR, 7,5 ECTS credits PRK 35222 - Written examination, counts 40 % towards the final grade in PRK 3522 Writing for PR, 7,5 ECTS credits Examination support materials None for the written exam. Re-sit examination A re-sit examination is held in connection with the next scheduled examination in the course. Additional information |
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