APPLIES TO ACADEMIC YEAR 2015/2016 Norwegian version

PRK 3661 Writing for PR and Market Communication

Responsible for the course
Tor Bang, Ratna Elisabet Kamsvåg

Department
Department of Communication and Culture

Term
According to study plan

ECTS Credits
7,5

Language of instruction
Norwegian

Introduction
Successful PR- and marketing communications professionals must understand principles of good written communications. Poor writing skills diminish organizational credibility, internally and externally, even more so for the person who has developed the text. Good texts, on the other hand, start with proper research, analyses and planning. Text design stems from such skills, adjusted to genre, model reader and goals. A text must be well written as well as 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 competence to all jobs and positions where communications skills are prerequisites.

Learning outcome
Acquired Knowledge

• Recognize the importance of crafting and delivering a PR "message"
• Appreciate the need for pre-writing, writing, and re-writing, in writing assignments
• Understand the significance of the different audiences to which PR writing is addressed
• Understand proofing

• Understand genre conventions
• Design texts in given genres
• Understand and master good language skills
• Identify model readers, adapt texts
• Knowledge of, and ability to use Norwegian standard when proofreading
• Credibly present the organization or the client through effective communications

• Understand the ethical obligations of a professional PR writer
• Appreciate the ethical dilemmas sometimes faced by PR writers
• Discern between the relative priorities of client, editor, and ultimate audiences
• Take pride in the role of PR writers in today's information economy
• Students who take this course, will develop an understanding written language as and essential and effective tool for good communication, internally and externally in an organization

• The starting point for the company's voting
• Who is responsible to provide, develop and maintain the company's voice?
• Review of relevant rhetorical, language and other knowledge techniques
• How to choose the formats that fit the business best

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

• Interal newspaper
• Intranet
• Joint Letter to Employees (electronically or on paper)
• Bulletins
• Internal Presentations

• Individuals, organizations or other pressure groups
• Government Organ, letters to the editor, blog comments, etc.
• Hearing Statements

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

• Legislation must be taken into account when writing
• Editorial responsibility and relationship to ethical guidelines