Public Relations Writing

COM 308

Summer 2003 Class Schedule

Instructor: Ron Smith, Professor of Public Communication
E-mail: smithrd @ buffalostate.edu
Phone: 878-6039
Fax: 878-6730
Office: Bishop 221

Catalog Description: A survey of all aspects of public relations writing and editing with practice in applying the techniques discussed.

Prerequisites: COM 210 and COM 301 or permission of instructor

Required Text: R.D. Smith (2003). Becoming a Public Relations Writer (2nd edition).

Supplemental Texts: The Associated Press Stylebook

Purpose: Public relations writing has been described as a process that is 90 percent thought and 10 percent writing. It encompasses diverse styles, linked by their common purpose of advocacy for a client or organization. While a journalist tries to present available information accurately, letting the chips fall where they may, the public relations writer does much more. This course is intended to provide the student with opportunities to develop not only writing skills but also insights into public relations management so as to make appropriate decisions among various publics, writing objectives, message strategies, and media opportunities. The primary goal of this course is that the student will demonstrate patterns of planning which lead to effective writing for various public relations formats.

Course Objectives: In order to demonstrate achievement of the goal stated above, upon completion of this course, the student should be able ...
- to use a planning process before writing in any format
- to apply the techniques of persuasive writing toward various ends
- to use the methods of research for public relations writing
- to show an understanding of writing for non-public media
- to write for various print and electronic media formats
- to master the process of writing effective news releases

Professor's Overview: This is a rigorous course with high professional and academic standards. It is the major writing course for every public communication major. As such, it is your gateway into the professional world. If you find that the intensity and standards of this course are beyond your interest or ability, you may want to reconsider your plans to enter a profession where intense, challenging, exacting and critically important work may be a daily activity. Careers in public relations demand the very best in writing ability. Public relations is a highly competitive field; dozens of applicants seek every job available. I expect that this will be your most demanding course this semester, and I don't apologize for that because COM 308 is such an important aspect of your intended profession. Amid the rigor and high standards, however, I hope that you also will enjoy this class. Have fun with the assignments; experience the thrill of a tough job well done; and realize that your best efforts will pay off. And don't ever hesitate to ask for assistance or explanation of the course material, because more than simply a presenter of information, I see myself as your writing mentor and coach. Personally, I'd like to see every student excel in this course.

PROFESSIONAL EXPECTATIONS

As a student in COM 308, you will be treated as you can expect to be treated in the work place; that is, as an adult professional responsible for your own performance.

Attendance: As a public relations professional, you will be expected to be on the job every day. And as a student, you learn best when you come to class. Therefore, you are expected to come to every scheduled class meeting on time and prepared to participate. Missing more than four classes means you miss more than 15 percent of the semester, which will prevent you from getting higher than a C grade.

Participation: Active class participation involves more than mere physical presence. You are expected to be actively involved in this class. Take the initiative in discussion and projects; ask relevant questions; contribute to the over-all learning environment of this class. This is known as active learning. Class discussions will be wide-ranging and open; no relevant topic will be off-limits. Students are encouraged to share their ideas, insights and professional observations. Class discussions must be conducted in an environment of respect and tolerance – both for people and for their ideas. Also, this class will include critiques and evaluations of student writing, both by the instructor and by the students. Such critiques are conducted in a spirit of candor and respect.

Assignments: You will receive ample notice of assignment deadlines. All writing assignments must be typed and proofread. Assignments are due on the assigned day, either in class or in the instructor's office prior to 5 p.m. Late assignments will be accepted only until the next class meeting, with a 10-point late penalty. No paper will be accepted more than one class period late.

ACADEMIC EXPECTATIONS

Workload: Each student begins this class with the presumption that s/he is an average student capable of meeting the rigorous demands of upper-level undergraduate work. You will determine you grade from this basis according to your academic performance. SUNY criteria for minimal out-of-class work is two hours for each hour of class time; students should expect to spend adequate time in reading, researching and writing homework assignments, preparing projects, and studying for exams. This is known as independent learning, a hallmark of an educated person.

Academic Integrity: Each student is expected to make an honest effort in this class and to be scrupulous in maintaining academic integrity. Cheating and plagiarism will not tolerated, and college guidelines on academic misconduct will be enforced.

Special Needs: Students with disabilities or special needs should contact the Office of Disability Service (878-4500). Based on recommendations from that office, students may receive needed assistance, such as additional time or a quiet space to take exams, a reader for exams, and so on.

Writing Standards: Because of the professional nature of this class, standards of grammar, punctuation and spelling will be expected in every writing sample the student submits. Neatness and a professional look also are expected.

Final Grade: The course grade will be calculated according to the following formula:

• Writing Assignments … 30%
  In-class and out-of-class writing assignments will comprise the bulk of the daily work for this class. About 25 of these assignments will be graded; several others will simply be marked as complete or incomplete.
• Exams … 30%
  Instead of a comprehensive final exam, this course will feature about eight exams given in class or as take-home projects. Some of the in-class exams will be based on the textbook and material presented in class. The course also will include a stylebook exam and an editing exam; since public relations writing requires the highest standards of written expression, these exams will help you identify your strengths and begin to overcome any problem areas in your writing.
• Portfolio … 30%
  You will find that a portfolio of your best writing will be very helpful in interviews for internships and jobs. With this project, each student will select an organization of personal interest as the basis for a portfolio of selected writing samples. The samples will include each of the following:

1. Your professional résumé
2. Fact Sheet (with planning sheet)
3. News release: general print media; same topic as fact sheet (same planning sheet)
4. News release: local print media (with planning sheet)
5. News advisory or story idea memo (with planning sheet)
6. News release: radio release with actuality (with planning sheet)
7. Biography, Q&A, or How-to article (with planning sheet)
8. Position statement or op-ed commentary (with planning sheet)
9. Brochure (with planning sheet)
10. Appeal letter; response device; follow-up (with planning sheet)
11. Script for television public service or commercial advertisement (with planning sheet)
12. Extra-credit item(s) such as photo caption, pitch letter, flier, Web page, speech, etc. (with planning sheets). Maximum of two extra-credit items.

• Participation ... 10%
  This class is meant to be an exercise in cooperative learning. You are expected to participate fully in each class.
  - For a D in participation, you attend occasionally and sit like a lump
  - For a C, you attend regularly but participate minimally
  - For a B, you attend regularly and participate occasionally, asking questions and offering comments
  - For an A, you attend regularly and participate frequently, asking relevant questions, offering insightful comments, and contributing to the overall learning environment of the classroom
  Additionally, several scheduled journals will be ungraded but counted as part of this participation grade. Due dates for the journals are noted on the Class Schedule. However, you may skip any two journals during the term. Simply turn in a black sheet with the journal heading and date, with the topic marked "Assignment Waived." Note: If you fail to turn in anything, you will lose points in this category.

Connect with Ron's Smith's home page.

faculty.buffalostate.edu/smithrd