Public Relations 190

Media Writing

Spring, 2008

Monday-Wednesday, 3:00-4:15 p.m.

DBH 224

Tuesday-Thursday, 1:30-2:45 p.m.

   DBH 224

 

Instructor:                Professor Chris Di Salvo

Office:                       DBH 204

Office Hours:           Wednesdays, 2:00-3:00 p.m.  and Thursdays-4:15-5:15 p.m. or by appointment

Phone:                       On campus:  (408) 924-3284

                                    Off campus:  (408) 265-0302

FAX:                          Off campus:   (408) 265-0195

E- Mail:                    ProfEff @ aol.com

                                    cdisalvo@casa.sjsu.edu

 

REQUIRED TEXTS:

Wilcox, Dennis, Public Relations Writing and Media Techniques, 5th edition, Pearson

 

Hagley, Tom, Writing Winning Proposals, PR Cases

 

The Associated Press Stylebook and Libel Manual, most recent edition: Associated Press

 

Please bring the AP Stylebook during assignment days.

 

ENROLLMENT:

 

Enrollment for this course is limited. Students must already have completed Journalism 61A and English 1 A & B (or the equivalent of beginning news writing at another college). It is also recommended that students have completed PR 99, Contemporary Public Relations and MCOM 100 W, Writing Course.

 

Note: You absolutely may not take Journalism 61A concurrently with this course. Also, because most of the assignments are in class, typing ability and understanding of the computer is a must.

 

COURSE OBJECTIVES:

 

PR 190 is designed to hone your writing skills, focusing on materials most often used by public relations practitioners. This course emphasizes clear, concise writing that gets across the intended message to the intended audience(s).

 

Throughout all your assignments, you must focus on the importance of identifying and targeting an audience or audiences. This will not only guide your writing style and word choice, but will make the process of putting your message on paper much easier.

 

The course will also explore particular styles of writing as they are dictated by the constraints of different media, such as radio, television, print publications and the internet. The primary objective of this course is to equip you with the writing skills and the media background necessary for successful entry- level public relations positions and internships.

 

After completion of this course you should have an understanding of skills including but not limited to:

 

            ¥knowledge of how to write and produce materials such as news releases, fact sheets, PSAÕs, pitch letters, broadcast releases, calendars, feature stories, video news releases and press kits.

 

            ¥the ability to compile media lists from directories and other sources for distribution of media materials.

 

            ¥the ability to generate story ideas that benefit the client or organization and interest media gatekeepers.

 

            ¥effective media relations for broadcast, newspapers & specialized magazines.

 

            ¥organizing news conferences and special events.

 

            ¥preparing or briefing others for media events.

 

            ¥targeting materials to appropriate media.

 

            ¥expanding the media reach to include social media.

 

ASSIGNMENTS:

 

Writing sessions will concern the topic of weekly class lectures and discussions. In-class writing assignments must be completed during class. It is imperative that you are able to meet deadlines under pressure. For all assignments you will be expected to spell correctly, to use proper grammar and punctuation and to get the facts correct.

 

All assignments must be typed and double-spaced and using the format that the instructor specifies for each assignment.  No handwritten work will be accepted under any circumstances.

 

Attendance in class is mandatory. There will be no make-ups or extensions for assignments. You will have approximately 12 in class writing assignments.

 

 

DEADLINES:

 

Deadlines are firm. Missing a deadline will result in a grade penalty. Assignments not turned in or completed at the specified time will be penalized one full grade.  Late assignments that are not turned in by the beginning of the next regularly scheduled class meeting will not be accepted and will result in a grade of zero. This penalty is light compared to what occurs in the profession when you miss a deadline. If you are sick, you must notify me before the start of class.

 

QUIZZES & EXAMINATIONS:

 

There will be one quiz, a midterm and a final examination in this class. For each exam you will be given a study list in advance and we will hold a review session. Exams will include writing, style, multiple choice, essay and short answer questions.

 

GRADING:

 

YOUR FINAL GRADE WILL BE BASED ON THE FOLLOWING COMPONENTS:

 

            In class writing assignments:                                       100

            Feature story                                                                 60

            Social media video                                                         50

            1 quiz                                                                            25

            Midterm                                                                      100

            Final                                                                            150

            Group Project                                                              100

            Total Points:                                                                585

 

 

 

            ¥For writing assignments, you will lose one point for each of the following:

            AP style error, spelling error, grammatical error or punctuation error.

 

            ¥A poor lead will lower your assignment by one full grade.

 

¥A factual error of any kind will result in a grade of zero for the assignment. You will not be able to repeat this assignment.

 

Class Policies:

1.  Drops after the third week require "serious and compelling " reasons

per university policy.

 

2.  Similarly, incompletes will be granted only under extenuating

circumstances beyond the student's control, and must be prearranged and

documented.

 

3.  Make-up examinations must be for compelling documented reasons and

prearranged.

 

4.  Assignments have due dates.  No papers accepted after 5 pm. on the

day due.  If you miss class, put them in my mailbox in the main office.

 

5.  Do not fax or email papers to me unless you have prior arrangement.  Do

not expect me to download your work off my computer.

 

6.  If you reach my voice mail, or use e-mail, ask your question and

leave a number so I can respond once, rather than play phone tag.

 

7.  Please arrive on time, be quiet and be courteous, especially on days

when there is a guest speaker and turn your cell phone on vibrate.

 

8. University policies on plagiarism will be enforced.

 

AEJMC STUDENT LEARNING

OUTCOMES

 

( 1 )  Understand and apply the principles and laws of freedom of speech and press, including the right to dissent, to monitor and criticize power,

         and to assemble and petition for redress of grievances

 

( 2 )  Demonstrate an understanding of the history and role of professionals and institutions in shaping communications

 

( 3 )  Demonstrate an understanding of the diversity of groups in a global society in relationship to communications

 

( 4 )  Understand concepts and apply theories in the use and presentation of images and information

 

( 5 )  Demonstrate an understanding of professional ethical principles and work ethically in pursuit of truth, accuracy, fairness and diversity

 

( 6 )  Think critically, creatively and independently

 

( 7 )  Conduct research and evaluate information by methods appropriate to the communications professions in which they work

 

( 8 )  Write correctly and clearly in forms and styles appropriate for the communications professions, audiences and purposes they serve

 

( 9 ) Critically evaluate their own work and that of others for accuracy and fairness, clarity, appropriate style and grammatical correctness

 

( 10 )  Apply basic numerical and statistical concepts

 

( 11 )  Apply tools and technologies appropriate for the communications professions in which they work.

 

Course Schedule:

 

Jan. 23/24        Course Introduction, Textbooks, Final Projects

 

Jan .28/29        Preparing for Writing, Read Wilcox, Ch. 1

 

¥Jan. 30           In Class Writing Assignment

Jan.31

 

Feb. 4/5           Persuasive Writing, Read Wilcox, Ch. 2        

Finding & Generating News, Read Wilcox, Ch. 4

 

Feb. 6/7           News Releases, Read Wilcox, Ch. 5   

 

¥Feb. 11/12      In- class writing

                       

                       

Feb. 13/14       Legal & Ethical Guidelines, Read Wilcox, Ch. 3

 

Feb. 18/19       Quiz

                       

Feb. 20/21       The Feature Story, Read Wilcox, Ch. 6

                        Feature Story Assigned

 

Feb. 25/26       In-class writing

           

 

Feb. 27/28       Pitching, Media Alerts, etc., Read Wilcox, Ch. 8

                         

 

March 3/4        In-class writing           

 

¥March 5/6      Feature story due        

                       

 

¥March 10/11  In-class writing

 

March 12/13    Midterm Review

 

March 17/18    Midterm Exam

 

March 19/20    Writing for broadcast, Read Wilcox, Ch. 9

 

March 24-31   Spring Break

 

 

¥April 1/2         In-class writing

 

                       

April 3/4          Webcasting, Read Wilcox, Ch. 9 

                       

April 7/8          Social Media discussion, assignment given

 

April 9/10        Distribution, Read Wilcox, Ch. 10

                         

¥April 14/15     In-class writing

 

           

April 16/17      Working with the media, Read Wilcox, Ch. 11

 

 

¥April 21/22     Social Media Project due

                        Group project discussion and assignments

 

April 23/24      Work on Group Projects

 

April 28/29      Work on Group Projects

 

April 30/          Work on Group Projects

May 1

 

May 5/6           Work on Group Projects

 

May 7/8           Work on Group Projects

                       

May 12/13       Group Projects Due

            Last day of class

                        Final Exam review

                       

Final Schedule

 

Monday-Wednesday, 3:00 P.M. Class- Friday, May 16

1215-1430

 

 

Tuesday-Thursday, 1:30 P.M., Class- Thursday, May 15

1215-1430 P.M.