PUBRL204-21A (HAM)

Contemporary Public Relations Writing

15 Points

Edit Header Content
Division of Management
School of Management and Marketing


Edit Staff Content





Placement/WIL Coordinator(s)


Student Representative(s)

Lab Technician(s)



You can contact staff by:

  • Calling +64 7 838 4466 select option 1, then enter the extension.
  • Extensions starting with 4, 5, 9 or 3 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.
    • For extensions starting with 3: dial +64 7 2620 + the last 3 digits of the extension e.g. 3123 = +64 7 262 0123.
Edit Staff Content

Paper Description

Edit Paper Description Content

Welcome to PR Writing.

Writing remains an essential skill for public relations practitioners, and employers from a wide array of industries favour graduates with strong creative and strategic writing, editing, and proofreading ability. Many seasoned practitioners cite writing as the most important attribute in prospective employees.

The tools public relations professionals use change and evolve frequently so writers must show knowledge of a range of genres and also adapt quickly to emerging ones. At the same time, they must understand the way their work contributes to an organisation’s goals and objectives.

Therefore, this course is essential in helping you develop your writing skills to a professional standard so that you will become authorities on writing in your future workplaces and produce materials that are in line with organisational objectives.
Edit Paper Description Content

Paper Structure

Edit Paper Structure Content

This paper will be blended between face-to-face lectures and tasks you review/consider in Moodle before class. Moodle is the online tool that you are required to access for all the paper details.

Edit Paper Structure Content

Learning Outcomes

Edit Learning Outcomes Content

Students who successfully complete the paper should be able to:

  • Learning outcomes:
    1. Apply research skills and theories of professional writing to plan and justify specific organisational collateral for a range of audiences, purposes and contexts
    2. Design and produce professional-standard content for a range of genres in both established and digital media
    3. Edit, proofread and evaluate your own and others’ work competently, showing understanding of the text, sub-text and context
    Linked to the following assessments:
Edit Learning Outcomes Content
Edit Learning Outcomes Content


Edit Assessments Content

Please ensure that you follow submission instructions carefully and seek support or ask questions from the teaching team.

Edit Additional Assessment Information Content

Assessment Components

Edit Assessments Content

The internal assessment/exam ratio (as stated in the University Calendar) is 100:0. 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 100:0 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. INDIVIDUAL: Wikipedia Entry
6 Apr 2021
11:30 PM
  • Online: Submit through Moodle
2. INDIVIDUAL: Journal Draft Writing Participation
23 Apr 2021
11:30 PM
  • In Class: In Lecture
  • Online: Submit through Moodle
  • Hand-in: Assignment Box (MSC)
3. INDIVIDUAL: Newsletter
5 May 2021
11:30 PM
  • Online: Submit through Moodle
4. INDIVIDUAL: Annual Report
11 Jun 2021
11:30 PM
  • Online: Submit through Moodle
Assessment Total:     100    
Failing to complete a compulsory assessment component of a paper will result in an IC grade
Edit Assessments Content

Required and Recommended Readings

Edit Required Readings Content

Recommended Readings

Edit Recommended Readings Content

Smith, R. (2017). Becoming a public relations writer: Strategic writing for emerging and established media (5th ed.). New York, NY: Routledge.

Bivins, T. H. (2014). Public relations writing: The essentials of style and format (8th ed.). New York, NY: McGaw-Hill.

Wilcox, D. L. & Reber, B. H. (2013). Public Relations writing and media techniques (7th ed.). Boston: Pearson.

These books are on Course Reserve at the library. The new 6th edition (2019) may be released at the library soon. The digital version of Smith’s book (4th ed.) is also available on ProQuest ebrary. Please notice the 4th edition has a slightly different subtitle: Becoming a public relations writer: A writing workbook for emerging and established media.

In Moodle for certain weeks you will find material that the lecturer has placed for you to read ideally BEFORE attending the face-to-face class.

Edit Recommended Readings Content

Online Support

Edit Online Support Content

You can access the paper details (paper outline, lecture slides, assignments, reading lists, etc.) through Moodle which displays all the papers you are currently enrolled in. Moodle is available from your computer desktop when you log on in the Waikato Management School computer labs. You can also access Moodle by going to

All lectures and guest visits will be recorded so that you can easily retrieve the Panopto recordings after class via Moodle. Even though the lecture recordings will be made available, you are still expected to be physically present at lectures.

If you have any questions about using Moodle, Reading Lists, or other online support tools, please seek assistance from the Course Convenor or directly contact ITS Service Desk (call: 07 838 4008; email:

Edit Online Support Content


Edit Workload Content

Learning hours for PUBRL204 are 150 hours over 15 weeks. Consider learning hours to be the total of class time and your own time. Therefore, you should expect to spend three hours each week in class, and seven hours each week outside of class. Outside of class time you are expected to review lecture slides/Panopto recordings, complete the readings, prepare and complete assignments, and carry out other learning activities as required.

Edit Workload Content

Linkages to Other Papers

Edit Linkages Content
Note any linkages to other papers where the linkage is of importance.
Edit Linkages Content





Restricted papers: MCOM332, MCOM432

Edit Linkages Content