View
214
Download
0
Category
Preview:
DESCRIPTION
Syllabus for the advanced public relations writing class at the University of Oregon in the School of Journalism and Communication
Citation preview
EFFECTIVE COMMUNICATIONS WITH STAKEHOLDERS | SPRING TERM 2010
Public Relations CommunicationsStrategic
WINTER TERM 2009 WINTER TERM 2009
Week 1Overview & Intro to PROpenMic
Week 2 - 5Research, planning and prep for PROpenMic management
Week 6PROpenMic Week
Week 7Professional development: networking & portfolios
Week 8 - 9Speeches & Presentations
Portfolio Review & Final Mini reviews; final portfolio
ConnectInstructor: Kelli Matthews Email: kmatthew@uoregon.edu
Office: 215D Allen Office Hours: noon - 1:30 Tue/Thu or by appointment
TextbookMade to Stick
by Chip & Dan Heath Available via Amazon
Barnes & NobleThe Duck Store
Presentation Zenby Garr Reynolds
Available via AmazonBarnes & Noble The Duck Store
Course DescriptionDuring this class, you will prepare messages in clear, concise terms for strategic communication applications.
You will learn to communicate in ways that connect with publics using a variety of material. You will exercise advanced communication skills by delivering messages
in an appropriate persona, tone, voice and style that will also retain audiences’ attention. You will develop
knowledge for assessing whether social media are appropriate for particular situations, and you will learn rules for engaging in online communication with publics.
Through this course you will discover in both traditional communication and in social media the powerful
influence of strategic communication.
Prerequisites: J350 Public Relations Principles, J440 Public Relations Writing
Work of the CourseThe assignments in this course were created to approximate the nature of tactics that you might be responsible for executing with three to five years of
experience in public relations. I expect you to think as a professional and stretch yourself to write and produce as
a professional.
My objectives for the course: • Apply theories from J350: Public Relations Principles
to write strategically for defined outcomes
• Build on the foundation from J440: Public Relations Writing by using an appropriate voice and style for
publics• Advance technical skills developed in J440, paying
special attention to strong verbs, brevity and colorful
language• Execute specialized forms of writing for a portfolio,
such as new media and presentations• Develop an understanding of how to strategically use
social media and evaluate online efforts
My ExpectationsYou will be expected to think, to be creative, to manage multiple deadlines and to pay attention to detail. If
something is unclear – come see me. If you want to brainstorm ideas – come see me. I’ve designed this class, and the assignments, to reflect the nature of work
that you’ll find in many agencies.
Grading CriteriaTo ensure a consistent, clear grading policy, I will use the following grading scale, which is based on content, in
addition to the number and severity of the edits I make to your documents.
Basic Edit ExamplesSpelling error, fragment, missing period, factual error, poor content
Advanced Edit ExamplesWordiness, passive voice, AP style, lack of strategic thinking, poor framing, organizational problems, comma placement, not following class format, lack of parallel
structure.I will accept passive voice when I cannot improve your
sentences by using active voice.
A (4.0 or 90-100): Excellent You can make between zero and three advanced edits. Your work exhibits excellent comprehension and
performance. The material is ready for publication and shows outstanding scholarship, mastery of facts, narrative
flow, writing and news judgment.
B (3.0 or 80-89): Above AverageYou can make four to seven advanced edits. Your work does not have basic errors. It exhibits good comprehension
and performance. The material is written well. It shows mastery of the subject and good scholarship, but you need
to make minor changes before publication.
C (2.0 or 70-79): Meets Minimum StandardsYou can make eight to 11 edits (basic, advanced or both). If the work has a basic edit, it starts at a C. In the real world,
a major edit jeopardizes a quick promotion and if caught by a client, it would damage the organization-client
relationship. Firms have lost clients because of spelling errors.
D (1.0 or 60-69): Does Not Meet StandardsYou would need to make 12-15 edits (basic, advanced or
both). If the work has at least two basic edits, it starts at a D. The work exhibits borderline comprehension and
performance.
F (0.0 or 59 or below): Unacceptable You need to make at least 16 edits (basic, advanced or both). The work demonstrates unsatisfactory
comprehension and performance.
The Assignments You will complete eight major assignments, most with multiple components. Most assignments are due the Tuesday after the week they are assigned, a few have
alternate due dates, please refer to the class calendar.
Graduate students will be expected to complete 3 additional writing assignments as determined by their interests and will be added onto one of the topic units
listed.
Grading Criteria: Each assignment grade is taken as a raw score and the point value is assigned based on the complexity (assignments with more components have a
higher point value).
Some assignments are eligible for a revision. The final grade will be determined by averaging your first and second versions.
GRADING SUMMARY GRADING SUMMARY GRADING SUMMARY
Social Media Press Release Points20
Personal Blog Assignment13 posts + 6 comments
Points10 points each post5 points each comment
Social Media Profiles/ParticipationTwitter, LinkedIn
Points10 points each
PROpenMic Community ManagementQuality of content, participation
Points100
PROpenMic Site MapAnalysis of site, sections and best content
Points20
PR PodcastOutline of podcast
Points20
Video Treatment/Project Description
Points20
PresentationSlide deck & speech
Points100
E-Portfolio Points20
Individual Portfolio Review Points20
Attendance & Participation Points20
Course Calendar Download the course calendar at www.prosintraining.com/J452
Classroom ProtocolYou are expected to be in class on time, every time the class meets. Every student is expected to accept responsibility for getting assignments, understanding precisely what is expected, and getting the work done to a high professional standard on or before specified deadlines.
DisabilitiesStudents with documented disabilities who may need accommodations, who have any emergency medical information the instructor should know of, or who need special arrangements in the event of evacuation, should make an appointment with the instructor as early as possible, no later than the first week of the term.
Recommended