Public Relations Writing
University of Newcastle
Area of Study
Journalism, Public Relations
Taught In English
Completion of all 1000-level courses within the Public Relations Major.
Course Level Recommendations
ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.
Host University Units10
Recommended U.S. Semester Credits3 - 4
Recommended U.S. Quarter Units4 - 6
Hours & Credits
OverviewThis course covers major writing genres associated with public relations including media releases, newsletter articles, brochures, speeches and copy for electronic and online media. The course is based on developing understanding of the principles and skills applicable to good professional writing in public relations practice through an emphasis on the application of those skills to practical writing exercises.LEARNING OUTCOMES1. Understand and carry out research, plan and write media releases, backgrounders, fact sheets, biographies, feature articles, position papers, reports and speeches;2. Identify and use appropriate styles for public relations writing;3. Adopt efficient formats for effective presentation;4. Analyse examples of public relations writing and draw conclusions on their effectiveness.5. Write competently in media style, paying attention to grammar, spelling, punctuation and syntax.CONTENTTopics will include:The role and responsibilities of the public relations writer;Writing to persuade and the ethics of persuasion;Grammar and style;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; speechwriting: introduction, planning, writing and delivery;Business writing formats: applying good writing rules to fact sheets, backgrounders, pitch letters, position papers, reports, and biographies;Writing for broadcast media: required styles and formats.ASSESSMENT ITEMSWritten Assignment: Media Release and EditingPresentation: Persuasive SpeechReport: Website Analysis ReportPortfolio: Writing Portfolio
Courses and course hours of instruction are subject to change.
Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.