Public Relations Materials and Texts 2700-L-DM-D4MITP-PRM
The course is a workshop, and participants will perform tasks (mainly writing) from week to week, including in the practice room. The purpose of the class is to improve students' communication competence in the area of public relations materials and texts. The formula of the class assumes that each participant will choose one client (institution, company, etc.) for which various forms of expression used in public relations will be developed.
As evidenced by the results of research in the community of public relations practitioners and theoreticians, the ability to speak efficiently, primarily in written form, is a basic qualification of a public relations specialist at all stages of his or her career and helps to achieve its subsequent levels. In any organization (public institution, local government unit, enterprise, cultural institution, educational institution, association, foundation, etc.) there is the transmission of information and messages directly and through various tools, including the use of multimedia, image, video, which involves the need to plan, develop and edit them in advance. Such tasks are usually carried out on behalf of an organization, company, association or institution by public relations specialists, who may perform them as hired employees, members or as external consultants.
Effective communication with the help of public relations materials and texts implies not only linguistic and workshop proficiency in writing, but also the ability to identify audiences (stakeholders) interested in a given topic or issue and to select appropriate forms of expression for particular groups of addressees. Therefore, the introduction to the class will be an assessment of the client's existing way of communicating with the public, and then suggest a set of techniques, tools and materials to use in communicating with stakeholders.
A large part of the public relations materials and texts discussed and developed during the class are so universal that they are applicable to almost any organization or company. This applies, for example, to media releases, overview materials, backgrounders, profiles, bios, interviews, Q&As, industry reports, financial reports, texts of public statements, official letters (responses, invitations, polemics, etc.), materials for blogs, social media, the Internet, the use of words in visual communication (infographics, captions, texts for video), the use of opinion polls, surveys (including online) in communicating with the media and other stakeholders. Therefore, the full set of materials and texts developed during the classes will serve as a certificate of competence acquired by the participants, as well as a portfolio, which students will be able to show off when looking for an internship or permanent position.
The workshop formula of the classes also means strict adherence to professional PR standards, including, above all, the timely submission of work. The subject "PR materials and texts" is another stage in the development of the workshop and expertise of first-year students, useful in their professional work and internships, as well as an incentive to gain further competence.
Type of course
Course coordinators
Mode
Learning outcomes
After completing the course "Public relations materials and texts", the student has the knowledge, workshop skills and other competencies to prepare the forms of expression used in public relations, as well as to adapt them to the needs of the audience and the client's stakeholders (institution, organization, association):
(KNOWLEDGE)
1. knows the forms of expression used in the practice of public relations, in different sectors (public, business, NGOs and social organizations), knows the circumstances under which specific materials should be used in communicating with the public.
2. knows real examples of effective interpersonal communication, with the help of mass media, own media, social media, online media, acquired and purchased media, as well as the rules of using different media depending on the situation.
3. He is able to communicate various news about a company, institution or association, opinions and comments on behalf of his principal.
4. knows how to prepare relevant materials, messages and public relations texts for a selected institution, organization, company, engage in dialogue using social media, is able to develop a long-term information strategy for a client and implement it using known tools.
5. knows the professional and ethical standards of public relations, understands the importance of timeliness, accuracy and strategic thinking in preparing materials to communicate with the public.
(SKILLS)
1.Knows how to use analytical tools to determine the communication needs of an audience, as well as evaluate his client's past activities (materials, communications, websites, public statements, etc.).
2. Knows how to use benchmarks, reference points, information sources, professional literature, services and websites to prepare effective public relations materials for his/her client and his/her stakeholders.
3. knows how to prepare the various materials and texts discussed in class, and is able to make use of the rules presented, discussion of the texts, interaction with other participants, and the instructor's guidance.
4. is able to work under pressure of time and deadlines, and at the same time knows how to present successive versions of materials and texts, also as a result of ongoing testing and consultation with stakeholders.
(OTHER COMPETENCIES)
1 He understands the role of writing and journalistic skills in public relations and communication, and is able to justify the need for certain communication activities to the heads of a company, institution or organization.
2. demonstrates readiness to participate in the development of the communication strategy of a given organization, institution or company, is able to interact with professionals from other units and departments.
3. thanks to the knowledge and competencies acquired during the course, he can increase his value in the labor market and promote high professional standards.
Assessment criteria
Active participation in classes, taking tasks and exercises, practical implementation of the work being prepared for class.
Bibliography
1. J. Foster (2012). Writing Skills for Public Relations. Style and technique for mainstream and social media. Kogan Page, London, Philadelphia, New Delhi.
2. S. Kuehn, A. Lingwall (2018). The Basics of Media Writing. A Strategic Approach. Sage, CQ Press, Thousand Oaks, London, New Delhi, Singapore.
3. C. Marsh, D. Guth, B. P. Short (2016). Strategic Writing. Multimedia Writing for Public Relations, Advertising and More. Routledge, New York, London.
4. D. Newsom, J. Haynes (2011). Public Relations Writing: Form & Style. Wadsworth Publishing, Australia...
5. D. Wilcox (2009). Public Relations Writing and Media Techniques. Pearson, Allyn & Bacon, New York.
6. E. Wilcz-Grzędzińska, T. Wróblewski (2011). Pisać skutecznie. Strategie dla każdego autora. Ossolineum, Wrocław.
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: