COPR 510 Public Relations Writing

From press release to press conference, writing in public relations is a complex task. This course will challenge even skilled communicators to consider audience, message, and media in every project.

Communication is key in public relations. This course will challenge students to master many forms of public relations writing to enhance their marketability in a public relations role. 

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After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in the Course Overview.

Discussions are collaborative learning experiences. Therefore, the student will complete 5 Discussions in this course. The Discussion Thread: Introduction is a video and does not require replies or citation. In the other four discussions, the student will post one thread of at least 400 words. The student must then post two replies of at least 250 words. For each of the four standard threads, the student must support their assertions with at least two scholarly citations and one biblical reference in the current APA format. Any scholarly sources cited must have been published within the last five years.

The student will choose a non-profit. For Part 1, the student will develop a clear and concise message outlining the non-profit’s mission and the impact they create, considering the target audience and tailor the message accordingly (Chapter 3). For Part 2: The non-profit from Part 1 has just been notified that its Executive Director will step down, and the search will begin for a new Executive Director. The reason for the sudden change will not be disclosed to the public. The student will write a press release using the model in Chapter 4 that communicates this content to the public. The student will use the mission and impact statement from Part 1 to tailor this message for the target audience. The student must format his/her response according to current APA format.

Using the same non-profit, mission, and impact statement from the Nonprofit Design Assignment, the student will develop a letter from the Board Chair announcing the Executive Director’s departure to the internal population (i.e., employees). The student will consider the needs of this audience as they prepare this communication. Additionally, the student will script a short video message (60 seconds spoken) from the Board Chair to accompany the letter. The student must format his/her response according to current APA format.

A media kit, sometimes referred to as a press kit, is a collection of materials designed to inform journalists, bloggers, and other media professionals about a person, company, or cause. It essentially acts as a one-stop shop for everything newsworthy, making it easier for media outlets to write stories.

Part 1: Using the RPIE format, the student will Design a Public Relations initiative outlining the research steps, the planning (include goals, objectives, strategies, and tactics), steps for implementation, and the plan for evaluation based on one of the following scenarios:

• • • The organization won The Best Place to Work award, and the student has the opportunity to share it with the community. The challenge is that not everyone thinks it’s the Best Place to Work.
    • The organization has decided to close half of its stores to create efficiencies and save funds. The student has the challenge of reassuring the employees and the community.

This plan must be well-researched and supported using current APA formatting. The student must include mission and impact and explain the WHY.

Part 2: The student will compile the following attachments in the plan:

• • • Press release
    • Video script
    • Internal communication (Email)
    • Blog Post

Each quiz will cover the Learn material for the assigned Modules: Weeks. Each quiz will be open-book/open-notes, contain 4 multiple-choice and essay questions, and have a 1-hour time limit.