Effective and persuasive writing and creative content development are integral parts of today’s public relations programs. This course deepens students’ knowledge of the range of content available for public relations professionals to build relationships with media while ensuring they become effective, creative, clear, and concise architects and translators of the written word. In this course, students will develop a deep understanding of messaging for target audiences and the wide variety of concepts at their disposal to create effective communication programs. Students will leave the course with the ability to establish key messages using supporting evidence, craft content for target audiences, evaluate the impact of various media relations techniques as a way to achieve earned media coverage. Students will also develop a portfolio of well-written public relations collateral, including long- and short-form materials.