Public Relations Writing and Content Creation

Leveraging effective and persuasive writing to develop relationships with media and other target audiences is an integral part of public relations. This course deepens students’ knowledge of the strategic use of public relations tactics, while ensuring they become effective, creative, clear, and concise architects and translators of the written word. To assist in this development, public relations practitioners have a number of communication tools at their disposal. Determining the correct tool to use is based on a strategic approach to all public relations efforts. Professionals must consider their objectives, publics, and key messages in choosing tactics to effectively influence the intended audience. In this course, students examine the purposes, style, format, content, and distribution of tactics used to support public relations programs and the concepts behind generating effective public relations copy. Tactics such as news releases, fact sheets, media alerts/advisories, feature articles, newsletters, emails, pitches, brochures, and social media will enable the creation of a public relations writing portfolio by the end of class.