This document provides an overview of the Advanced PR Writing course for winter term 2008. The course objectives are to apply theories from previous PR courses to strategic writing, build on foundational PR writing skills, advance technical writing abilities, and develop specialized portfolio pieces. Students will complete 7 major assignments covering topics like feature articles, blogging, social media strategies, podcasting, sponsorships, investor relations, and corporate social responsibility. Assignments will be graded based on the number and severity of edits needed. The course will also include weekly readings and presentations related to the assignment topics.

1. WINTER TERM 2008
J4/552: Adv PR Writing
nature of tactics that
Course Objectives
you might be re-
sponsible for execut-
ing with three to five Apply theories from J350:
•
Public Relations Principles
years of experience
to write strategically for
in public relations. I
defined outcomes
expect you to think
as a professional and Build on the foundation
•
stretch yourself to from J440: Public Relations
write and produce as Writing by using an appro-
a professional. priate voice and style for
publics
My Expectations:
Advance technical skills
You will be expected •
developed in J440, paying
to think, to be crea-
Advanced PR Writing is the
special attention to strong
tive, to manage multiple dead-
newest course in the public
verbs, brevity and colorful
lines and to pay attention to
relations sequence. In this language
class, you will need to rely on detail. If something is unclear
that basic knowledge from PR – come see me. If you want to Execute specialized forms
•
Writing and expand your skills brainstorm ideas – come see of writing for a portfolio,
me. I’ve designed this class, such as new media and
to think strategically, and
and the assignments, to re- presentations
communicate persuasively.
flect the nature of work that
Develop an understanding
•
Work of the Course: The as- you’ll find in many agencies. of direct-to-consumer
signments in this course were
communications in several
created to approximate the contexts, including non-
profit and corporate envi-
ronments
SEE YOU ONLINE.
Course Web Sites: Blackboard; Kellimatthews.wordpress.com; Prosintraining.blogspot.com
ichat: kellimatthews@mac.com Yahoo!: kmspin
MSN: matthews_kelli@hotmail.com Skype: kellimatthews
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2. WINTER TERM 2008
IT’S A WRITING CLASS, AFTER ALL... GRADING CRITERIA
To ensure a consistent, clear grading policy, I will C (2.0 or 70-79): Meets Minimum Standards
use the following grading scale, which is based on You can make eight to 11 edits (basic, advanced or
content, in addition to the number and severity of both). If the work has a basic edit, it starts at a C.
the edits I make to your documents. In the real world, a major edit jeopardizes a quick
promotion and if caught by a client, it would dam-
age the organization-client relationship. Firms
Basic Edit Examples
have lost clients because of spelling errors.
Spelling error, fragment, missing period, factual
error, poor content
D (1.0 or 60-69): Does Not Meet Standards
You would need to make 12-15 edits (basic, ad-
Advanced Edit Examples vanced or both). If the work has at least two basic
Wordiness, passive voice, AP style, lack of strategic edits, it starts at a D. The work exhibits borderline
thinking, poor framing, organizational problems, comprehension and performance.
comma placement, not following class format,
lack of parallel structure F (0.0 or 59 or below): Unacceptable
You need to make at least 16 edits (basic, advanced
I will accept passive voice when I cannot improve or both). The work demonstrates unsatisfactory
your sentences by using active voice. comprehension and performance.
A (4.0 or 90-100): Excellent
You can make between zero and three advanced
edits. Your work exhibits excellent comprehension
and performance. The material is ready for publi-
cation and shows outstanding scholarship, mas-
tery of facts, narrative flow, writing and news
judgment.
B (3.0 or 80-89): Above Average
You can make four to seven advanced edits. Your
work does not have basic errors. It exhibits good
comprehension and performance. The material is
written well. It shows mastery of the subject and
good scholarship, but you need to make minor
changes before publication.
THE WHEN & WHERE
Class Time: 10 am - 11:50 am Tu/Th
Instructor: Kelli Matthews
Email: kmatthew@uoregon
Office Hours: 12 noon - 1:30 pm Tu/Th
Web: Blackboard; j452w08.wordpress.com
Blog: PRosintraining.blogspot.com
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3. WINTER TERM 2008
THE ASSIGNMENTS
You will complete seven major assignments, most with multiple components. Each assignment
is due the Tuesday after the week it’s assigned. The general topics include:
Graduate students will be expected to complete 3 additional writing assignments as determined by their interests
and will be added onto one of the topic units listed. Example: for the financial/investor relations assignment, a
graduate student could opt to create copy for an annual report. Or in addition to the presentation on corporate
social responsibility, the graduate students could opt to create complementary marketing communication mate-
rial.
Grading Criteria: Each assignment grade is taken as a raw score and the point value is assigned based
on the “level of difficulty.” *Many assignments must be submitted with a “creative brief” (example at-
tached).
Week Assignment Points Possible
2 Feature Article 20 points
3 Personal Blog Assignment 10 points each post
* 13 posts + 6 comments 5 points each comment
5 Social Media Strategy 100 points
6 PR Podcast 20 points
7 Sponsorship Material 20 points
8 Shareholder Letter 20 points
9 Presentation 100 points
All assignments are eligible for a revision. The final grade will be determined by averaging your first and
second versions.
Classroom Protocol: You are expected to be in class on time, every time the class meets. Every student is expected
to accept responsibility for getting assignments, understanding precisely what is expected, and getting the work
done to a high professional standard on or before specified deadlines.
Disabilities: Students with documented disabilities who may need accommodations, who have any emergency
medical information the instructor should know of, or who need special arrangements in the event of evacuation,
should make an appointment with the instructor as early as possible, no later than the first week of the term.
Inclement Weather: I live in North Eugene. In the event of any inclement weather, chances are, class will be can-
celled. Check your email before you come to class.
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4. WINTER TERM 2008
Date Description Reading
Topic: Overview, Assignment, Creative Brief, Key Messages, Presentation Overview
Jan. 8 Overview, Introductions, Made to Stick, Chapter 1
1
10th Persuasive Writing, Sticky Messages
Assignment:
Topic: Feature Writing
15th Trade Media, Contributed Articles Made to Stick, Chapter 2
2 EConnect article
17th Topic Overview, Workday
Assignment: Due 22nd - 1500-word feature article
Topic: Social Media Overview, Personal Blogging Assignment
22nd Social media overview: the basics PR2Essentials: www.shiftcomm.com/downloads/pr2essentials.pdf
3 [packet] Backbone Media Study; [packet] Huyse, 7 Habits;
Blogging
24th [packet] LifeHacker, commenting tips; [packet] Edelman
3 Web 2.0 presentations
Assignment: Set up personal blog + one intro post
Topic: Social Media Strategy
Overview strategy & Assignment
29th
3 Web 2.0 presentations Reading: Made to Stick, Chapter 3
4 SHIFT: blogger relations guidelines
Kami Huyse, MyPRPro
31st
Sea World San Antonio Social Media case study
Assignment: List of influentials
Topic: Social Media Continued
Social media press release
Feb. 5
5 Web 2.0 presentations Reading: Made to Stick, ,Chapter 4
5 About blogging, social media
New Tools: Twitter, Facebook
7th
5 Web 2.0 presentations
Assignment: Social Media Strategy for Eco Dolls
Topic: Podcasting
12th Podcasting basics Reading, MTS, Chapter 5
6 [packet] Podcasting for dummies; Listen to 2 episodes of FORWARD
14th Paull Young, Converseon (via phone) http://www.forward-moving.com/blog/category/podcast/
Assignment: PR Podcast
Topic: Nonprofit Sponsorships and Fundraising
19th Cause Marketing and Sponsorships Reading, MTS, Chapter 6
7 [packet] idealist reading; [packet] Martin
21st Sponsorship writing
Assignment: Sponsorship levels and solicitation letter
Topic: Investor Relations
25th Overivew, investor relations [packet] Financial reports for dummies
8 [packet] Aronson; [packet] Cole
28th Overview, business of retail
Assignment: shareholder letter
Topic: Corporate Social Responsibility & Presentations
Mar. 4 CSR Reading, MTS, Epilogue; Reading, CSR (to be determined)
9 [packet] presentation zen
6th Giving Presentations
Assignment: speech and presentation on CSR
Topic: Presentations, Wrap-Up
11th Presentations
10
13th Presentations
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