Public Relations Writing

Course aim

To introduce students to the theory and practice of writing for professional Public Relations practice.

Course content

The role and responsibilities of the public relations writer; writing to persuade and the ethics of persuasion; grammar and style: what makes ‘good’ writing; the purpose of media releases and writing media releases; brochures, flyers and posters; newsletters: applying writing techniques, feedback and evaluation, and the print process; long form and feature writing: types, aims, messages; email, websites, new media, and online writing and design; speechwriting: introduction, planning, writing and delivery; applying good writing rules to fact sheets, backgrounders, pitch letters, introduction to writing for broadcast media: required styles and formats.

Textbook(s)

Mahoney, J 2008, Public relations writing in Australia, Oxford University Press, South Melbourne

Bivins, T 2011, Public relations writing: the essentials of style and format, 8th edition, McGraw Hill, New York

Prerequisite(s)

Common to all relevant programs
Subject Area & Catalogue Number	Course Name
COMM 1057	Public Relations Theory and Practice

Corequisite(s)

Nil

Teaching method

Component	Duration
INTERNAL, MAGILL
Lecture	1 hour x 4 weeks
Computer Practical	1.5 hours x 13 weeks
INTERNAL, OFFSHORE, HELP COLLEGE OF ARTS AND TECHNOLOGY
Lecture	1 hour x 4 weeks
Computer Practical	1.5 hours x 13 weeks

Note: These components may or may not be scheduled in every study period. Please refer to the timetable for further details.

Assessment

Communication Plan, Media brief, Media kit

Fees

EFTSL*: 0.125
Commonwealth Supported program (Band 3)
To determine the fee for this course as part of a Commonwealth Supported program, go to:
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Fee-paying program for domestic and international students
International students and students undertaking this course as part of a postgraduate fee paying program must refer to the relevant program home page to determine the cost for undertaking this course.

Non-award enrolment
Non-award tuition fees are set by the university. To determine the cost of this course, go to:
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Not all courses are available on all of the above bases, and students must check to ensure that they are permitted to enrol in a particular course.

* Equivalent Full Time Study Load. Please note: all EFTSL values are published and calculated at ten decimal places. Values are displayed to three decimal places for ease of interpretation.