Fall 2014
Journalism 340, Section 021
Public Relations Writing: Techniques and Style
Western Illinois University
305 Heating Plant Annex
M, W, F - 10 a.m. to 10:50 a.m.
Instructor:
Email:
Office:
Mailbox:
Office Hours:
Richard Moreno, 309-298-1876, ex. 7
R-Moreno@wiu.edu
305 Heat Plant Annex (Western Courier Office)
Simpkins 122 (open M-F 8 a.m. – 4:30 p.m.)
Call to make an appointment – 298-1876, ext. 7
Course Description: This course is designed to provide instruction and writing practice
to help develop the professional level writing skills expected of public relations
professionals. Students will learn different approaches in public relations writing as
required for different audiences and media. Students will also become aware of the role
of the public relations writer with attention to the ethical, legal, and public opinion
forming contexts.
Required Book:
• Bivins, Thomas H. Public Relations Writing: The Essentials of Style and
Format, 7th edition. McGraw Hill, 2011
Course Requirements:
I. Assigned Readings: Students are required to read the assigned chapters
from the text prior to coming to class so they can actively participate in class
discussions. Class participation will be counted in determining the course
grade. Additional reading materials may be assigned from time to time.
II. Exercises: Periodically students will be assigned exercises to further
understand the subject matter. (each worth between 15-30 points/total of 100
points)
III. Quizzes: A short quiz will be given after two/three chapters. In total there
will be three quizzes (each worth 25 points for a total of 75 points)
IV. Final Examination: There will be a final examination. Questions may be
multiple choice or essay and taken from the last three chapters of the book.
(Final worth 50 points)
V. Class Project: Each student will be assigned a class project to design and
prepare a camera-ready copy of a brochure or a newsletter. Details will be
provided in the class. (worth 75 points)
(Note: There will be no make-ups for exams, assignments, quizzes, or
exercises, unless prior permission is obtained from the instructor. All written
assignments must be typed and submitted on due date. The course outline and
schedule may change as the events dictate.)
Attendance and Class Participation: In regards to Attendance, each
unexcused absence costs 5 points from your overall grade point total. Seek
“excused” status for any absences within a week of the absence. As far as
Class Participation, a total of 50 points will be awarded for participating in
class discussions.
These components total 350 points. Grades will be calculated by percentage using the
following scale:
A 92 percent or above
A- 89-91 percent
B+ 86-88 percent
B 82-85 percent
B- 79-81 percent
C+ 76-78 percent
C 72-75 percent
C- 69-71 percent
D+ 66-68 percent
D 62-65 percent
D- 59-61 percent
F 58 percent or less
322 points or above
312-321
311-302
301-287
286-277
276-264
263-252
251-24
240-231
230-217
216-206
205 or below
OTHER:
• Decorum—Students will use respectful classroom etiquette toward both the instructor
and your classmates.
• Cheating and Plagiarism—Plagiarism will not be tolerated in this course. Any student
caught plagiarizing will receive an automatic “0” on that assignment. Plagiarism is
defined as the use of another’s ideas, data, and statements with little or no
acknowledgement. Additionally, it is not acceptable to turn-in an assignment completed
for another course. For more details, please read the “Academic Integrity” policy at
www.wiu.edu/provost/student.
• Useful Resources:
University Writing Centers:
Malpass Library
3rd Floor, West Side
Open Monday-Friday 9 a.m. to 4 p.m.
(Walk-ins Welcome)
309-298-2815
mwcenter@wiu.edu
Simpkins Hall, Room 25
Open Monday-Friday 10 a.m. to 3 p.m.
(Walk-ins Welcome)
309-298-3512
• Assistance
Students with special learning needs requiring pedagogical accommodation should let me
know as soon as possible. The University’s policy is that, in accordance with the
Americans with Disabilities Act, academic accommodations may be made for any student
who notifies the instructor of the need for an accommodation. It is imperative that the
student takes the initiative to bring such needs to the instructor’s attention, as he is not
legally permitted to inquire about such particular needs of students. Students who may
require special assistance in emergency evacuations (i.e. fire, tornado, etc.) should
contact the instructor as to the most appropriate procedures to follow in such an
emergency. Contact Disability Support Services at 298-2512 for additional services.
Web address for student rights & responsibilities:
(http://www.wiu.edu/provost/students.php)
Web address for Academic Integrity Policy:
(http://www.wiu.edu/policies/acintegrity.php)
About the Instructor:
I am the Adviser to the Western Courier and Director of Student Publications. If you’re a
Journalism major/minor (or even if you’re not), you should think seriously about writing
for the Courier. I also serve as the Adviser to Western Illinois Magazine, a student-run
twice-annual general interest magazine. You should be working for one or the other if
you are serious about writing.
Prior to coming to Western in 2006, I worked for 14 years as the Publisher of Nevada
Magazine, a bimonthly travel and tourism publication, and before that served as Director
of Advertising and Public Relations for the Nevada Commission on Tourism.
Additional Background:
• I am the author of twelve non-fiction travel and/or history books including “The
Roadside History of Nevada,” “A Short History of Carson City, Nevada,” and
“Illinois Curiosities.” My newest book, “Myths and Mysteries of Illinois,” was
published last August.
• In 2007, I was honored with the Nevada Writers Hall of Fame “Silver Pen Award.”
• While working for the Nevada Commission on Tourism, I created the successful “I
Survived Highway 50, the Loneliest Road in America” promotion, which was
awarded best state tourism public relations campaign by the National Council of
State Travel Directors.
• From 1980 to 1985, I worked as a reporter at several newspapers including the
Reno Gazette-Journal, the Davis Enterprise and the Montclarion in Oakland. Calif. I
also wrote a travel-history column for more than two decades for several Nevada
newspapers.
• I have a master’s degree (M.S). in journalism from Columbia University’s
Graduate School of Journalism in New York and an undergraduate degree in
political science from the University of California at Davis.