FACULTY OF COMMUNICATION

Department of Public Relations and Advertising

PRA 317 | Course Introduction and Application Information

Course Name
Public Relations Writing
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
PRA 317
Fall
3
0
3
5

Prerequisites
None
Course Language
English
Course Type
Required
Course Level
First Cycle
Mode of Delivery face to face
Teaching Methods and Techniques of the Course Group Work
Case Study
Q&A
Lecture / Presentation
Course Coordinator -
Course Lecturer(s) -
Assistant(s) -
Course Objectives This course is designed to introduce the students to writing techniques according to public relations tools. Good writing in PR means writing that succeeds in communicating and influencing the target audience. In this course we will study successful examples on how to create effective messages in public relations. While analyzing these cases, we will practice in order to improve our writing skills.
Learning Outcomes The students who succeeded in this course;
  • Will be able to create effective messages for the target audience in the way of persuasion.
  • Will be able to write and apply copies for various media tools.
  • Will be able to write texts based on its selected target audience and channel.
  • Will have a knowledge on writing techniques for different media tools.
  • Will be able to deliver effective stories for different media channels and learn how to sell their story to media professionals.
Course Description Main issues of the course are the importance of copywriting in public relations, process of generating public relations messages, different writing techniques for different types of media, approaches and styles for effective copywriting. Examples of press releases, articles served to the media, internal magazines, websites, corporate blogs, posters, brochures and media kits will be discussed. Assignments for developing reading and writing abilities will also be given and discussions around copywriting will be made.

 



Course Category

Core Courses
Major Area Courses
X
Supportive Courses
Media and Management Skills Courses
Transferable Skill Courses

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Related Preparation
1 Introduction
2 What is PR writing? Zappala, J.M. & Ann R. Carden, A.R., 2008, Public Relations Worktext, A Writing and Planning Resource, 2nd Edition, Lawrence Erlbaum Associates, Publishers, Mahwah, New Jersey, London pp.1-14
3 Basics of Public Relations Writing Mizrahi, Janet. Writing for Public Relations : A Practical Guide for Professionals, Business Expert Press, 2015. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/izmir/detail.action?docID=4307177.pp. 1-16
4 The Public Relations Process and Research Zappala, J.M. & Ann R. Carden, A.R., 2008, Public Relations Worktext, A Writing and Planning Resource, 2nd Edition, Lawrence Erlbaum Associates, Publishers, Mahwah, New Jersey, London pp. 43-62
5 Planning and Execution Zappala, J.M. & Ann R. Carden, A.R., 2008, Public Relations Worktext, A Writing and Planning Resource, 2nd Edition, Lawrence Erlbaum Associates, Publishers, Mahwah, New Jersey, London pp. 63-85
6 News release writing Mizrahi, Janet. Writing for Public Relations : A Practical Guide for Professionals, Business Expert Press, 2015. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/izmir/detail.action?docID=4307177. pp. 35-47
7 Media Alerts, Pitch Letters, and Public Relations Photos Mizrahi, Janet. Writing for Public Relations : A Practical Guide for Professionals, Business Expert Press, 2015. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/izmir/detail.action?docID=4307177.pp. 81-87
8 Newsletters, Brochures, Fliers, and Posters Mizrahi, Janet. Writing for Public Relations : A Practical Guide for Professionals, Business Expert Press, 2015. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/izmir/detail.action?docID=4307177.pp. 47-81
9 Midterm
10 Broadcast Media Zappala, J.M. & Ann R. Carden, A.R., 2008, Public Relations Worktext, A Writing and Planning Resource, 2nd Edition, Lawrence Erlbaum Associates, Publishers, Mahwah, New Jersey, London pp. 212-231
11 Online Writing and Communication Mizrahi, Janet. Writing for Public Relations : A Practical Guide for Professionals, Business Expert Press, 2015. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/izmir/detail.action?docID=4307177.pp. 87-117
12 Events Zappala, J.M. & Ann R. Carden, A.R., 2008, Public Relations Worktext, A Writing and Planning Resource, 2nd Edition, Lawrence Erlbaum Associates, Publishers, Mahwah, New Jersey, London pp. 249-274
13 Crisis Planning and Communications Zappala, J.M. & Ann R. Carden, A.R., 2008, Public Relations Worktext, A Writing and Planning Resource, 2nd Edition, Lawrence Erlbaum Associates, Publishers, Mahwah, New Jersey, London pp. 275-292
14 Evaluation Zappala, J.M. & Ann R. Carden, A.R., 2008, Public Relations Worktext, A Writing and Planning Resource, 2nd Edition, Lawrence Erlbaum Associates, Publishers, Mahwah, New Jersey, London pp. 293-308
15 Review of the Semester
16 Final Exam

 

Course Notes/Textbooks

Writing for Public Relations A Practical Guide for  Professionals Janet Mizrahi 
Mizrahi, Janet. Writing for Public Relations : A Practical Guide for Professionals, Business Expert Press, 2015. ProQuest Ebook Centralhttp://ebookcentral.proquest.com/lib/izmir/detail.action?docID=4307177.

Suggested Readings/Materials

Zappala, J.M. & Ann R. Carden, A.R., 2008, Public Relations  Worktext, A Writing and Planning Resource, 2nd Edition, Lawrence  Erlbaum  Associates, Publishers, Mahwah, New Jersey, London

 

EVALUATION SYSTEM

Semester Activities Number Weigthing
Participation
1
10
Laboratory / Application
Field Work
Quizzes / Studio Critiques
1
20
Portfolio
Homework / Assignments
Presentation / Jury
Project
Seminar / Workshop
Oral Exams
Midterm
1
25
Final Exam
1
45
Total

Weighting of Semester Activities on the Final Grade
3
55
Weighting of End-of-Semester Activities on the Final Grade
1
45
Total

ECTS / WORKLOAD TABLE

Semester Activities Number Duration (Hours) Workload
Theoretical Course Hours
(Including exam week: 16 x total hours)
16
3
48
Laboratory / Application Hours
(Including exam week: '.16.' x total hours)
16
0
Study Hours Out of Class
1
12
12
Field Work
0
Quizzes / Studio Critiques
1
15
15
Portfolio
0
Homework / Assignments
0
Presentation / Jury
0
Project
0
Seminar / Workshop
0
Oral Exam
0
Midterms
1
30
30
Final Exam
1
45
45
    Total
150

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
Program Competencies/Outcomes
* Contribution Level
1
2
3
4
5
1

To be able to critically interpret theories, concepts, methods, instruments and ideas that form the basis of Public Relations and Advertising field.

2

To be able to collect and use necessary data to produce content in the field of Public Relations and Advertising with scientific methods.

X
3

To be able to use theoretical knowledge gained in the field of Public Relations and Advertising in practice.

X
4

To be able to use analytical thinking skills in the field of Public Relations and Advertising.

5

To be able to convey creative ideas and solution suggestions supported by scientific data in written and oral form to stakeholders.

X
6

To be able to take responsibility as individual and group members to solve problems encountered in the practice of Public Relations and Advertising field.

7

To be able to develop solutions that favor public good and raise awareness by having knowledge about regional, national and global issues and problems.

8

To be able to relate the basic knowledge of other disciplines supporting the field of Public Relations and Advertising with his/her own field of expertise.

9

To be able to use the knowledge, skills and competencies acquired by following regulations, innovations, changes, current developments, and occupational health and safety practices closely in the field of Public Relations and Advertising; in a lifelong manner and for individual and social purposes.

10

To be able to collect, interpret and share data by considering social, scientific and professional ethical values in the field of Public Relations and Advertising.

X
11

To be able to collect data in the areas of Public Relations and Advertising and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1)

12

To be able to speak a second foreign at a medium level of fluency efficiently.

13

To be able to relate the knowledge accumulated throughout the human history to their field of expertise.

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest

 


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