PRK 3661 Professional Copywriting

PRK 3661 Professional Copywriting

Course code: 
PRK 3661
Department: 
Communication and Culture
Credits: 
7.5
Course coordinator: 
Ratna Elisabet Kamsvåg
Product category: 
Bachelor
Portfolio: 
Bachelor of Communication Management - Programme Course
Semester: 
2018 Autumn
Active status: 
Active
Teaching language: 
Norwegian
Course type: 
One semester
Introduction

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.
Qualifications

Higher Education Entrance Qualification.

Required prerequisite knowledge

Courses in PR, and Applied Rhetorics.

Exam categoryWeightInvigilationDurationGroupingComment exam
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
PRK36611
Grading scale:
ECTS
Grading rules:
Internal examiner with external supervisor
Resit:
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.
Exams:
Exam category:Submission
Form of assessment:Written submission
Weight:100
Invigilation:No
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: 
100
Workload activityDurationType of durationComment student effort
Teaching36Hour(s)
Group work / Assignments56Hour(s)Peer review.
Self study82Hour(s)Self study/home work - writing assignments
Examination26Hour(s)
Expected student effort:
Workload activity:Teaching
Duration:36 Hour(s)
Comment:
Workload activity:Group work / Assignments
Duration:56 Hour(s)
Comment:Peer review.
Workload activity:Self study
Duration:82 Hour(s)
Comment:Self study/home work - writing assignments
Workload activity:Examination
Duration:26 Hour(s)
Comment:
Sum workload: 
200

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.

Talis literature

Obligatorisk/Compulsory

Book
Authors/Editors År Tittel Edition Publisher StudentNote
Nergård, Mette Elisabeth Poetikk og retorikk : en innføring i diktanalyse - Nasjonalbiblioteket s. 16-17
Andersen, Merete Morken 2008 [i.e. 2010 Skriveboka Aschehoug
Chapter
Authors/Editors År Tittel Journal Edition Publisher StudentNote
Morken, Mette Andersen 2008 Å skrive dokumentarisk Å skrive dokumentarisk s. 431-434
Bonvik, Øystein; Brønn, Peggy 2010 Å forfatte meninger Å forfatte meninger s. 143-159
Morken, Mette Andersen 2008 Råd og knep for skriveren Råd og knep for skriveren s. 501-506
Bonvik, Øystein 2010 Mal for utforming av pressemelding Mal for utforming av pressemelding s. 101
Rommetveit, Ragnar 1981 Om ulike slag språkelement og deira funksjonar i bodskapsformidling Om ulike slag språkelement og deira funksjonar i bodskapsformidling s. 41-54
Pålshaugen, Øyvind 2001 Språkets to stemmeleier Språkets to stemmeleier s. 188-191
Pålshaugen, Øyvind 2001 Er det noen forskjell på en vellykket formulering og et godt argument? Er det noen forskjell på en vellykket formulering og et godt argument? s. 141-155
Book
Authors/Editors År Tittel Edition Publisher StudentNote
Cappelen, Anders W. cop. 2012 Bruk pressen 3.0: komplett guide i presserelatert PR [3. utg.] PRforl
Johansen, Anders cop. 2009 Skriv!: håndverk i sakprosa Spartacus
Vinje, Finn-Erik 2009 Skriveregler Bokmål[utg.], 9. utg Aschehoug