Public Relations Writing
Duration
One Semester or equivalent
Contact hours
- 36 hours Face to Face + Blended + Swinburne Online
On-campus unit delivery combines face-to-face and digital learning. For Online unit delivery, learning is conducted exclusively online.
2022 teaching periods
Swinburne Online Teaching Period 2 |
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---|---|---|
Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Prerequisites
OR
PUB10001 Introduction to Public Relations Theory and Practice
Aims and objectives
This unit introduces students to the key concepts and basic skills required of public relations writers, within contemporary public relations practice. It also aims to help build confidence in writing; so it’s introductory and developmental.
1. Demonstrate basic writing skills with ability to adapt and apply these to public relations writing
2. Critically analyse public relations writing examples
3. Consider and apply appropriate communication and persuasion theories to public relations writing for specific publics
4. Systematically plan for effective public relations writing
5. Apply appropriate research methods, legal and ethical considerations to public relations writing
6. Demonstrate how to build and maintain relationships with media, including how to identify, research, develop, and circulate news-worthy and feature-worthy copy
7. Evaluate the importance of online media, including ‘social media’, to public relations writing.
Unit information in detail
- Teaching methods, assessment and content.
Teaching methods
Type | Hours per week | Number of Weeks | Total |
Face to Face Contact Lecture Tutorial |
1 2 |
12 12 |
12 24 |
Online Contact Not Applicable
|
|
|
|
Specified Learning Activities Readings |
3 |
12 |
36 |
Unspecified Learning Activities independent study | 6.5 | 12 | 78 |
TOTAL |
|
| 150 hours |
SOL
Type | Hours per week | Number of Weeks | Total |
Face to Face Contact |
|
|
|
Online Contact Not Applicable |
|
|
|
Specified Learning Activities Readings Online Activities |
3 3 |
12 12 |
36 36 |
Unspecified Learning Activities independent study |
|
| 78 |
TOTAL |
|
| 150 hours |
Assessment
Types | Individual or Group task | Weighting | Assesses attainment of these ULOs |
Assignment | Group | 45% | 1,2,3,5,6 |
Class Exercises | Individual | 25% | 2,7 |
Test | Individual | 30% | 1,2,3,4,5,6,7 |
Content
- • Controlled and uncontrolled media
• Researching to write
• The news release (including the social media news release)
• Writing a PR campaign / program
• Features, newsletters, brochures, blogs, Q&A fact sheets
• Production and design layout
• Promotional copywriting
• Speeches and presentations
• Writing for online publics (including social media)
• Writing for annual reports
• Writing for internal publics
• Writing under fire: issue and crisis communication
• Writing and culture, ethics and the law
Study resources
- Reading materials.
Reading materials
A list of reading materials will be made available in the unit outline