PBRL420 Section 001: Advanced Public Relations Writing

PBRL420 Section 001: Advanced public relations writing

School of Advertising and Public Relations

The University of Tennessee

TERM: Spring 2016, 3 credits (Pre-req PBRL320)

TIME:Monday and Wednesday, 9:40 a.m. – 10:55 a.m.

ROOM:Bailey Education Complex 116

INSTRUCTOR:Abbey Blake Levenshus, Ph.D.

OFFICE:462 Communications Building (Located within the School of Advertising & Public Relations office suite 476 Communications Building)

OFFICE HOURS:Mondays, 12:30-1:30 and by appointment – It helps to email to confirm you are coming.

EMAIL:

TWITTER:@alevenshus

CLASS HASHTAG:#DrL_PR420

Course Objectives

Thisadvanced writing course uses PBRL 320 as the foundation to learn how to produce quality public relations materials for organizations. It’s designed to teach advanced mechanics of effective writing for various media to achieve organizational goals and produce professional-quality public relations materials. Students will practice designing and implementing research-based, planned, strategic, and managed techniques in a lab setting.

Learning Outcomes

Additionally, the class directly advances the following program learning outcomes for the UT Public Relations undergraduate major:

• Understand the social, legal, economic, cultural, and ethical issues – including historical – facing the public relations profession.
• Understand the research, strategy, and tactics involved in developing and evaluating a public relations campaign.
• Understand how to translate research findings into actionable public relations strategies and tactics.
• Understand the basics of executing public relations strategy visually and verbally.
• Understand the resources used for the distribution of public relations materials, including media relations, among multiple media platforms.
• Understand the communication/mass communication theories and practices governing the techniques of public relations writing.
• Understand and appreciate the diversity of people, curricula, scholarship, research, and creative activities of the public relations discipline.

About the Instructor

Dr. Levenshus is assistant professor of public relations at the University of Tennessee, Knoxville in the School of Advertising and Public Relations. She earned a doctorate in communication at the University of Maryland. She has taught at three institutions and researches public relations, specializing in government communication, social media, and risk and crisis communication. Her research has been published in books and top communication journals. Dr. Levenshus’ professional experience includes serving as communication director for a U.S. Congressman, political technology company, and government consulting firm in Washington, D.C.

Readings and Texts

Required Texts

• Chandler, R. C. (2008). Media relations: Concepts and principles for effective public relations practice. Denver, CO: Outskirts Press.
• Fitch, B. F. (2012). Media relations handbook for government, associations, nonprofits, and elected officials (2nd edition). TheCapitolNet: Alexandria, VA.
• Howard, C. M. & Mathews, W. K. (2013). On deadline: Managing media relations. Long

Grove, IL: Waveland Press.

• Associated Press Stylebook (2015) – You are responsible for the latest changes, so you must have the newest version. I strongly encourage you to get a print edition rather than the online version, but both are acceptable. I recommend bringing it to (or have access to it online) during every class session – especially during the first half of the semester.

Recommended Texts

• Diggs-Brown, Barbara. (2013). The PR Style Guide: Formats for Public Relations Practice (3rd

ed.). Wadsworth, CA.

• Kessler, Lauren and McDonald, Duncan. (2012). When Words Collide. (8th ed.) Wadsworth,

CA: Thompson.

• Wilcox, D.L., & Reber, B.H. (2013). Public relations writing and media techniques. (7th ed.) Boston, MA: Pearson.

Other Required “Media Consumption”

Be a voracious, critical consumer of media, texts, stories, brands, experiences – and the messages sent about and within them. We’ll spend time in class talking about PR writing examples drawn from current events and issues. In addition to traditional news media, look for examples of noteworthy writing while skimming your inbox, working at your internship, checking the postal mail, shopping at the store, walking around campus, reading a blog or other website – anywhere really. Snap a picture if you need to remember it.

What are we hunting? The exceptional. The unique. The #PRfails. The real-world examples of topics we cover, so we can critically analyze and learn from them together.

Required Software Use

CisionPoint University Program

I have registered our class with the CisionPoint University program. Cision is the leading PR media monitoring and intelligence software company. Large companies pay hundreds of thousands of dollars a year for access to the software you are getting for free as part of the university program. Each student will receive an individual login and will be responsible for following all rules and expectations set forth by Cision. You are required to use Cision to complete certain writing assignments. As such, you will need to complete online training courses on your own time outside of class.

Many PR employers want job applicants with experience using programs like Cision. By logging 12 hours working in CisionPoint over the semester, you can apply to receive your CisionPoint student accreditation. Accreditation is not required, but is recommended. Being accredited will signal to employers that you’ve gained comprehensive knowledge and experience with the CisionPoint software and services and can put them to use. At the very least, you should include Cision and CisionPoint on your resume (e.g., Skills).

January 22is the last day to add or drop without a “W.” April 5 is the last day to drop with a “W.” By remaining enrolled in the course, you indicate your understanding of the policies below and your acceptance of this contract between instructor and student.

Assignment/Work Overview

Most of your grade is writing-based. Additionally, the course requires you to work individually and in groups related to a real client that will be introduced early in the semester. Class material is roughly organized into threeoften overlapping areas: 1) advanced mechanics of writing; 2) writing for/working with traditional and non-traditional media and influencers; and, 3) writing on behalf of organizations/clients – mostly using online/digital tactics to communicate with organizations’ non-media publics.

General Assignment Category Descriptions

Assignment categories are discussed next. Details will be posted on Blackboard and presented in class.

PR Writing Assignments

Individual PR writing assignments will be used throughout the semester and will vary in length, format and point value. Some will be written during in-class writing labs. Other assignments will include unannounced writing challenges or drills designed to practice skills related to the day’s reading and content. All assignments will apply public relations writing techniques.

AppliedLearning Course Project

We will use experiential learning to apply the skills we learn by working on behalf of a local client.The first part of the course will include helping with traditional media relations news analysis and recommendations. The second half will focus on digital and social media analysis and recommendations.Students will sometimes work in teams while other assignments will be done individually. There will be oral and written work. You will receive more instructions on the major assignments related to the client project during the semester. You will also have some time in class to workshop and peer-edit some portions of this project. To be successful, though, significant time must be spent on the project outside of class.

Online Portfolio

In lieu of a final exam, each student will develop or update an online portfolio that will showcase polished work completed during the course as well as for other classes, internships and jobs. Details will be provided on Blackboard.

Participation and Professionalism

Participation includes preparation/reading for class, actively contributing to discussions and activities, and maintaining a professional tone during class and in correspondence with the instructor. This is a “learning by doing” course, so you must be present to “do.” Participation and professionalism also include punctuality and attendance. Some notes about participation and professionalism:

• Participation: Much of our time in class will involve analyzing relevant public relations writing issues and situations that both you and I provide in order to hone critical and strategicanalysis skills. Consequently, active and informed engagement in discussion of these ideas is crucial to the success in the class – your own success, and the success of the entire class. Participation may also happen outside of class or online such as through the class hashtag on Twitter. To give you a sense of what I expect for participation, I offer the following criteria:

• 90+ You offer frequent, relevant and thoughtful questions and comments that demonstrate an insightful understanding of the material.
• 80+ You offer a number of relevant questions and comments that show adequate preparation prior to the class.
• 70+ You offer occasional questions and comments that aid in the understanding of the material.
• 60+ You rarely ask questions or make comments, or you merely repeat or rephrase others.

• Attendance: The instructor will deduct points for chronic tardiness or absence. Your attendance grade starts at a 100%. For each unexcused absence (or for any class for which you are more than 10 minutes late), 2.5 percentage points will be deducted from your grade (e.g., 1 absence immediately puts your attendance portion of the grade at a 97.5). The instructor will note absent students at the beginning of every class period. If you miss lectures, you will miss discussions that will help you fulfill course requirements. See the Absences/Missed Work section for more information.
• Technology: When there is a lecture or lab assignment in progress, use your phone or computer to aid and extend your learning – not distract from it. If needed, participation and professionalism point deductions will be used to help hold us all accountable. Please put away and silence phones when you are in the classroom. If you know you have a call,text or email you need to attend to during class, let the instructor know before class. Do not print once class has begun. It can be very distracting.

Final Grade Category Weighting

Writing Assignments40%

Client Traditional Media Project & Presentation20%

Client Digital Project & Presentation20%

Online Portfolio15%

Participation and Professionalism 5%

University and CCI Policies

You must earn at least an average grade of 2.0 for all College of Communication and Information courses that fulfill graduation and progression requirements. GPA equivalents for letter grade assignments are shown below. Additionally, students with a catalog term later than 2012 must earn a letter grade of C or better in this course in order for PBRL420 to satisfy the public relations major graduation requirement. If you do not earn a C, you will need to repeat PBRL420 or work with your adviser to substitute a different advanced writing course.

Grading Scale

The following grading scale is used to determine letter grades for individual, group and final grades. All grades are based on the instructor’s assessment and are non-negotiable based on this scale: 93-100 = A (4.0) 90-92 = A- (3.7) 87-89 = B+ (3.3) 83-86 = B (3.0) 80-82 = B- (2.7) 77-79 = C+ (2.3) 73-76 = C (2.0) 70-72 = C- (1.7) 60-69 = D (1.0) < 60 = F (0.0)

Evaluation/Grading – The “Five-Points” Rule

Just as in PBRL 320, grades will reflect an ability to produce written materials according to the professional standards covered in class. Accuracy, spelling, grammar, style, clean copy that is proofread and corrected, and adherence to deadlines will have direct effects on your grades. Deadlines and submission procedures for assignments will be clearly communicated. In addition to assessing content, organization, professional appearance, and overall effectiveness of your writing, FIVE POINTS will be deducted for significant errors such as:

1. Factual errors (wrong misused proper nouns)

2. GSP errors like subject-verb and subject-pronoun disagreement* (including plural pronouns (e.g., they) referring to a single organization) and punctuation errors(run-on sentences, incorrect comma use, missing period)

3. Typographical errors (missing word, using an incorrect word)

*Situational, but generally true for AP style or client-directed writing

Absences/Missed Work

Late assignments will not be accepted unless students have made prior arrangements with the instructor. Just as if you were “on the job,” the “prior arrangements” policy applies to all situations, including job interviews, family emergencies or illness.

Students who have a note from a medical professional such as a doctor or nurse practitioner indicating they had a medical reason to miss class will have the opportunity to make up missed in-class work. But students must turn in by the due date/time any work due the day of the absence in order to receive credit for the assignment, including written assignments. Students may submit work via Blackboard or email to the instructor. Students with an excused absence will not lose participation points.

Students who miss class for sports or academic events and present an official letter regarding their absence in advance of the missed class will not receive deductions on their participation grade for that day. However, they must turn in all assignments early or on time. Credit for graded in-class work will only be given if that work is completed prior to that class.

When students miss a class for any reason, they should first seek out trusted classmates to discuss what they missed in class. Only reach out to the professor when something is unclear or additional clarification is needed. Do not email the professor and ask what you missed or will miss. No special accommodations will be made for missed assignments.

Honor Code

All academic work must meet the standards contained in the University of Tennessee’s Academic Standards of Conduct and Honor Statement, in “Hilltopics.” Each student is responsible for knowing these standards before performing academic work. All assignments are your work and your work alone. Any questionable behavior or violations of the standards presented in Hilltopics will result in a zero score for the assignment in question, lowered grade or failure of the course, and possible expulsion from UT. Please commit yourselves to academic honesty; failure to do so negatively affects you and cheapens the value of a degree from the University of Tennessee.

Open Records Act

This course adheres to the University’s policy regarding the use and release of student records that are governed by Public Law 93-380, the Family Educational Rights and Privacy Act and the Tennessee Public Records Act, which charges the University and its employees with protecting the confidentiality of the educational records or its prospective, current and former students. One way this affects you is that the professor cannot share or discuss grades via email.

Students with Disabilities

Students with documented disabilities should notify the instructor immediately to discuss requests for special provisions. Students who have a disability that requires accommodations should make an appointment with the Office of Disability Services, 2227 Dunford Hall, (974-6087) to discuss specific needs and get official documentation of the disability.

College Diversity Statement

The College of Communication and Information recognizes that a college diverse in its people, curricula, scholarship, research, and creative activities expands opportunities for intellectual inquiry and engagement, helps students develop critical thinking skills, and prepares students for social and civic responsibilities. All members of the College benefit from diversity and the quality of learning, research, scholarship and creative activities is enhanced by a climate of inclusion, understanding and appreciation of differences and the full range of human experience. As a result, the College is committed to diversity and equal opportunity and it recognizes that it must represent the diversity inherent in American society. The College is acutely aware that diversity and fairness are foundations that unite the College's faculty, staff, students, and the larger communication and information community (see CCI's full Diversity statement).

Proposed Course Schedule

**THE COURSE SYLLABUS IS A GENERAL PLAN; THE INSTRUCTOR MAY ANNOUNCE DEVIATIONS TO THE SYLLABUS IN CLASS, VIA EMAIL OR BLACKBOARD**

Date / Topic/Lecture / Reading Due / In-Class
Activities / Work Due
Week 1: Introduction to Course
1.13 / Introduction to course / News release
Week 2: Media Relations 201
1.18 / MLK Day – No class
1.20 / Media relations refresher
Making sense of news coverage Using Cision / Chandler 1,2 & 5; Howard & Mathews 2, 3 & 4 / Cision registration and initial training
Week 3: Meet the Client
1.25 / Client Introduction Presentation in Scripps / Client background memonews analysis (using Cision)
1.27 / Lab / News Release
Week 4: Developing a Message and Communication Plan
2.1 / Messaging and communication planning / Chandler Appendix B; Fitch 3; Howard & Mathews 1
2.3 / Lab / Message Plan
Week 5: Event Promotion
2.8 / Media events and promotion / Chandler 3; Howard & Mathews 7
2.10 / Lab / Event Press Materials
Week 6: Writing Issues & Values
2.15 / Ethical, legal and sensitivity issues / Chandler 9; Fitch 9, 13; Howard & Mathews 6
2.17 / Lab / Writing With Sensitivity
Week 7: Press Conferences & Interviews
2.22 / Being the spokesperson
Dealing with the principal / Chandler 6; Fitch 7, 8; Howard & Mathews 5
2.24 / Lab / Client Materials
Week 8: Crisis Communication
2.29 / Crisis communication / Chandler 8; Howard & Mathews 9 / Drafts of Insights & Influencers Reports due
3.2 / Lab / Press Conference Memo / Final Insights Influencers Reports due
Week 9: Client Presentation
3.7 / Insights and Influencers Client Presentations in Scripps / Presentations
3.9 / Lab / Media Relations Challenge
Week 10: Spring Break
3.14 / Spring Break
3.18 / Spring Break
Week 11: Social Media & Engagement
3.21 / Writing for digital/social media
Dialogic communication / Fitch 9; Waters et al. (2010); Zerfass & Schramm (2014) / Client social media audit
3.23 / Lab / Blog post
Week 12: UT Social Media Week
3.28 / UT Social Media Week Kick Off Panel & Proclamation / Tweets during panel
3.30 / Lab / Client Social Media Planning – The Big Idea
Week 13: Planning Content
4.4 / Social media planning
4.6 / Lab / Editorial Calendar
Week 14: Audio & Visual
4.11 / Using audio, still and moving images in your content / Client draft editorial calendar
4.13 / Lab / Feedback on student social media content contributions / UT social media social/digital content
Week 15: Putting it Together
4.18 / Working on client proposals / Client Work / Drafts due of client digital media proposals
4.20 / Final Editing Day / Client Work / Final proposals due April 22
Week 16: Client Work
4.25 / Client Presentations in Scripps / Client Work / Bring 2 hard copies of proposals to presentation
4.27 / Wrap-Up Class / Client Work
Finals Week
5.4
8-10 a.m. / Final Exam Period / Online Portfolios Due

Name: