Rationale

The course provides an examination of the public relations writing tools and their effective application. Students will have the opportunity to become competent public relations writers, by developing strategic thinking and information-gathering skills in order to plan, form and convey appropriate messages to the relevant audience. Throughout the course, the students will not only improve their writing skills, but they will also adopt a writing style that most suits them in order to make the desired impact through words as future practitioners of the field.

Learning outcomes

At the end of the course students will be expected to:
(i)    Identify the principles and techniques for appropriate and effective public relations writing.
(ii)   Implement the writing techniques in different business settings based on the message they wish to transmit and the audience they aim to address.
(iii)  Describe the process from information gathering to channel selection in order to form the right written message.
(iv)  List the characteristics of successful contents of internal documentation and articles that are released to media and other channels.
(v)   List the different examples of public relations writing tools and materials and explain their purpose.
(vi)  Explain the ways they could enhance their message by bringing words to life and attracting the relevant audience.
(vii) Adopt a signature writing style and set the proper tone across several contexts.
(viii) Compare a variety of writing techniques that are used in print and online.
(ix)  Recognise the importance of flexibility in writing for different organisational environments and needs.
(x)   Build a strong portfolio that presents their writing skills.