MCOM332-17A (TGA)

Professional and Public Relations Writing

20 Points

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Waikato Management School
Te Raupapa
Department of Management Communication

Staff

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Convenor(s)

Lecturer(s)

Administrator(s)

: bobbie.wisneski@waikato.ac.nz
: lori.jervis@waikato.ac.nz
: quentin.somerville@waikato.ac.nz
: rebekah.crosswell@waikato.ac.nz

Placement Coordinator(s)

Tutor(s)

Student Representative(s)

Lab Technician(s)

Librarian(s)

: jessica.howie@waikato.ac.nz
: helen.lynch@waikato.ac.nz
: clive.wilkinson@waikato.ac.nz

You can contact staff by:

  • Calling +64 7 838 4466 select option 1, then enter the extension.
  • Extensions starting with 4, 5 or 9 can also be direct dialled:
    • For extensions starting with 4: dial +64 7 838 extension.
    • For extensions starting with 5: dial +64 7 858 extension.
    • For extensions starting with 9: dial +64 7 837 extension.
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Paper Description

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The objectives of the paper are:

  • To enable students to understand the role and appreciate the importance of writing in professional settings;
  • To equip students with skills and knowledge to become competent professional writers and editors; and
  • To provide an opportunity for students to produce a portfolio of professional and public relations (PR) documents that will showcase the above skills and knowledge. 
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Paper Structure

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This paper will be blended between face-to-face lectures, and online (Moodle) activities for skill development and assignment preparation. Students may complete Moodle tasks at any time during the assigned week.

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Learning Outcomes

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Students who successfully complete the course should be able to:

  • Demonstrate knowledge of theories and practices of professional and PR writing relevant to both private businesses and public sector or non-profit organisations (LO1);
    Linked to the following assessments:
  • Demonstrate principles of good writing and effective document design (LO2);
    Linked to the following assessments:
  • Write clearly, coherently, and grammatically in the style appropriate for the purpose, the audience, and the context (LO3);
    Linked to the following assessments:
  • Design and produce a portfolio of effective professional and PR documents (LO4); and
    Linked to the following assessments:
  • Plan, develop and edit their own and others' written work competently (LO5).
    Linked to the following assessments:
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Assessment

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Please ensure that you follow submission instructions carefully and note that you have two separate submissions for each of the three portfolio documents: Post your assignment to Moodle and websubmit your rationale as a Microsoft Word document.
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Assessment Components

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The internal assessment/exam ratio (as stated in the University Calendar) is 1:0. There is no final exam. The final exam makes up 0% of the overall mark.

The internal assessment/exam ratio (as stated in the University Calendar) is 1:0 or 0:0, whichever is more favourable for the student. The final exam makes up either 0% or 0% of the overall mark.

Component DescriptionDue Date TimePercentage of overall markSubmission MethodCompulsory
1. Writing Like a Pro: 3-stage Test
24 Mar 2017
12:00 PM
15
  • Online: MyWeb
2. Laboratory and Moodle Activity
10
  • Online: Submit through Moodle
3. Portfolio Document ONE: Annual Report
18 Apr 2017
12:00 PM
25
  • Online: MyWeb
4. Portfolio Document TWO: Organisational News
10 May 2017
12:00 PM
25
  • Online: MyWeb
5. Portfolio Document THREE: Persuasive Online Writing
7 Jun 2017
12:00 PM
25
  • Online: MyWeb
Assessment Total:     100    
Failing to complete a compulsory assessment component of a paper will result in an IC grade
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Required and Recommended Readings

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Required Readings

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These readings are available through the university library online database. Please note that electronic book licensing varies from single-user access (only one person can view at any one time) to unlimited access. Where there are restrictions please consider your classmates and download a PDF of the chapter and then close out of the electronic source.

Week ONE:

Mizrahi, J. (2010). Chapter 1: Basic Writing Guidelines.Fundamentals of writing for marketing and public relations: A step-by-step guide for quick and effective results (pp. 1-14). New York, NY: Business Expert Press. Retrieved from ProQuest ebrary.

Smith, R. (2012). Chapter 2: Effective Writing.Becoming a public relations writer: A writing workbook for emerging and established media (4th ed.) (pp.13-40). New York, NY: Routledge. Retrieved from ProQuest ebrary.

Week TWO:

Parsons, P. (2008). Chapter 1: Before we begin: New profession ... or one of the oldest? Ethics in public relations : A guide to best practice (2nd ed.) (pp. 3-12). London, UK: Kogan Page. Retrieved from ProQuest ebrary.

Meyer, H. (2002). Chapter 1: Understandable Sentences. Skill and art of business writing : An everyday guide and reference (pp. 1-25). Westport, CT: Quorum Books. Retrieved from ProQuest ebrary.

Spencer, L. (2014). Chapter 2: Grammar - Clarity, Clarity, Clarity. Writing Well in the 21st Century: The five essentials. Plymouth, UK: Rowman & Littlefield Publishers. Retrieved from ProQuest ebrary.

Week THREE:

Dilenschneider, R., & Bartiromo, M. (2010). Chapter 13: Investor Relations.AMA handbook of public relations (pp 143-156). New York, NY: AMACOM Books. Retrieved from ProQuest ebrary.

Levinson, N. (2000). Chapter 5: The Right Word: Appropriate Language.How to sharpen your business writing skills (2nd ed.) (pp. 96-112). New York, NY: AMACOM Books. Retrieved from ProQuest ebrary.

Dilenschneider, R., & Bartiromo, M. (2010). Chapter 14: The Annual Report.AMA handbook of public relations (pp 157-164). New York, NY: AMACOM Books. Retrieved from ProQuest ebrary.

Week FOUR:

Campanizzi, J. (2005). Language Techniques for Effective Writing. Effective Writing for the quality professional: Creating useful letters, reports, and procedures (pp. 19-36). Milwaukee, WI: ASQ Quality Press. Retrieved from ProQuest ebrary.

Levinson, N. (2000). Chapter 7: Direct and Forceful Writing.How to sharpen your business writing skills (2nd ed.) (pp. 126-142). New York, NY: AMACOM Books. Retrieved from ProQuest ebrary.

Week FIVE:

No new readings: Writing Like a Pro Tests

Week SIX:

Singleton, A. (2014). Chapter 2: How to Develop a Story Idea That is Newsworthy.PR masterclass: How to develop a public relations strategy that works. West Sussex, UK: John Wiley and Sons. Retrieved from ProQuest ebrary.

Weeks SEVEN & EIGHT:

Teaching Recess

Week NINE:

Smith, R. (2012). Chapter 11: Organizational Feature. Becoming a public relations writer: A writing workbook for emerging and established media (4th ed.) (pp.189-207). New York, NY: Routledge. Retrieved from ProQuest ebrary.

Smith, R. (2012). Chapter 7: News Writing Style. Becoming a public relations writer: A writing workbook for emerging and established media (4th ed.) (pp.105-120). New York, NY: Routledge. Retrieved from ProQuest ebrary.

Jugenheimer, D., Kelley, L., & Hudson, J. (2014). Chapter 12: In-depth Interviews.Advertising and public relations research (2nd ed.) (pp. 83-90). New York, NY: Routledge. Retrieved from ProQuest ebrary.

Week TEN:

Smith, R. (2012). Chapter 12: Advocacy and Opinion. Becoming a public relations writer: A writing workbook for emerging and established media (4th ed.) (pp.208-228). New York, NY: Routledge. Retrieved from ProQuest ebrary.

Jugenheimer, D., Kelley, L., & Hudson, J. (2014). Chapter 1: Needs for Research in Advertising and Public Relations. Advertising and public relations research (2nd ed.) (pp. 3-8). New York, NY: Routledge. Retrieved from ProQuest ebrary.

Week ELEVEN:

McGrath, G. (2011). Chapter 10: Issues Management. In T. Gillis (Ed.). IABC handbook of organizational communication : A guide to internal communication, public relations, marketing, and leadership (2nd ed.). (pp. 124-137). Retrieved from ProQuest ebrary.

Whitford, B. (2011). Chapter 15: Internal Communication. In T. Gillis (Ed.). IABC handbook of organizational communication : A guide to internal communication, public relations, marketing, and leadership (2nd ed.). (pp. 195-208). Retrieved from ProQuest ebrary.

Week TWELVE:

French, J., Merritt, R., & Reynolds, L. (2011). Chapter 1: The Key Principles of Social Marketing. Social marketing casebook (pp. 11-26). Thousand Oaks, CA: Sage. Retrieved from ProQuest ebrary.

Smith, R. (2012). Chapter 3: Persuasive and Ethical Communication. Becoming a public relations writer: A writing workbook for emerging and established media (4th ed.) (pp.41-58). New York, NY: Routledge. Retrieved from ProQuest ebrary.

Week THIRTEEN:

Brown, R. (2009). Chapter 2: The Implications for Communicators.Public relations and the social web (pp. 11-18). London, UK & Philadelphia, PA: Kogan Page. Retrieved from ProQuest ebrary.

Holtz, S. (2002). Appendix C: Writing for the Web. Public relations on the net (2nd ed.) (pp. 371-387). New York, NY: AMACOM Books. Retrieved from ProQuest ebrary.

Week FOURTEEN:

Brown, R. (2009). Chapter 5: Digital PR and search engine optimization.Public relations and the social web (pp. 53-58). London, UK & Philadelphia, PA: Kogan Page. Retrieved from ProQuest ebrary.

Holtz, S. (2002). Going Directly to the Public. Public relations on the net (2nd ed.) (pp. 341-347). New York, NY: AMACOM Books. Retrieved from ProQuest ebrary.

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Online Support

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This paper uses the Waikato Management School system MyWeb and the e-learning platform Moodle. You should get into the habit of checking Moodle and participating several times a week.
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Workload

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You must attend the 2 one-hour lectures, the laboratories and complete the Moodle activites. These combined with your assignments and reading should equate to around 150 hours of work over the semester.
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Linkages to Other Papers

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Prerequisite(s)

Corequisite(s)

Equivalent(s)

Restriction(s)

MCOM432, MCOM513

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