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 | DiscussionGroup WorkCase StudyQ&ALecture / 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;
|
| 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. |
|
|
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? | Newsom Doug, Haynes Jim, 2007, Public Relations Writing- Form & Style, 8th edn, Thomson Wadsworth, California, 2-13 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 | Writing a press release | 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 |
| 6 | Media Relations | 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 |
| 7 | Guest speaker | |
| 8 | Digital Content Creation | 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 |
| 9 | Media interviewing techniques | |
| 10 | Midterm | |
| 11 | Corporate publications, newsletters, magazines and special projects | 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. 47-60 |
| 12 | Media kits, 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. 60-81 |
| 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 | Brands who are known as the content king | |
| 15 | Review of the Semester | |
| 16 | Final projects |
| Course Notes/Textbooks |
|
|
| Suggested Readings/Materials |
|
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation |
1
|
10
|
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments |
1
|
30
|
| Presentation / Jury |
1
|
10
|
| Project |
1
|
30
|
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm |
1
|
20
|
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade |
3
|
60
|
| Weighting of End-of-Semester Activities on the Final Grade |
2
|
40
|
| 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 |
12
|
1
|
12
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
2
|
15
|
30
|
| Presentation / Jury |
1
|
10
|
10
|
| Project |
1
|
30
|
30
|
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
20
|
20
|
| Final Exam |
0
|
||
| 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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