COMM 4590-003
Writing for Strategic Communication
Class time: M/W 2:00 – 3:55 PM
Room: LNCO 2940
Instructor:
Michael Babcock
Director of Public Relations
Shriners Hospital for Children
Contact info:
Email: mbabcock@shrinenet.org
Cell/text: (801) 386-1899
Office hours by appointment
Course Description: COMM 4590 introduces students to strategic communication writing,
which is the foundation of several professional activities (e.g., public relations, advertising, sales
and marketing, business). Students will learn strategic communication basics (e.g., research,
brainstorming, outlining, revising, editing, distribution, evaluation) as well as how to write key
documents in strategic communication (e.g., media advisories, news releases, newsletter stories,
feature stories, strategic message planners, fundraising letters, business correspondence). The
course prepares students for professional practice and/or advanced study in strategic
communication.
Learning Objectives:






Learn how to write an effective elevator speech
Learn how to write pitches, media advisories, news releases
Learn how to write straight news and feature stories
Learn how to construct strategic message planners for a product or service
Learn how to work as a team in a simulated agency setting
Learn how to write and design brochures and give group presentations
Required Text: Marsh, C., Guth, D. W., & Poovey Short, B. (2012). Strategic writing:
Multimedia writing for public relations, advertising and more. 3rd Ed. Boston: Pearson.
Requirements and Grading: COMM 4590 is a writing intensive course. Most class time will be
spent writing. There are five required assignments each worth a percentage of the final grade.
Assignment
1. Elevator Speech
2. Pitch, Media Advisory, News Release
3. Newsletter & Feature Articles
4. Strategic Message Planner
5. Agency Presentation & Brochure
Attendance
TOTAL:
1
Points
15
35
45
75
25
29
224
Plus/Minus System: COMM 4590 uses a plus/minus system with one twist: there is no A+ or
A- because the University of Utah does not recognize an A+ (thus making the A- problematic).
More details concerning the grading scheme are included below.
Grade Calculation: One's final course grade will be determined by aggregate grades on the
assignments and attendance as posted on Canvas. Each assignment will receive a percentage with
letter grade equivalents as follows:
Grade %
90% and up
87% and up
83% and up
80% and up
77% and up
73% and up
70% and up
67% and up
63% and up
60% and up
59% and below
Letter Grade
A
B+
B
BC+
C
CD+
D
DF
Extra Credit: There may be opportunities for extra credit at the end of the semester. Sufficient
class time will be provided for completing all assignments. Students who miss a class are
responsible for getting lecture notes and assignment instructions from Canvas or from another
student on their team.
ADA Statement: The University of Utah seeks to provide equal access to its programs, services,
and activities for people with disabilities. If you need accommodation in this class, reasonable
prior notice must be given to the Center for Disability Services, 162 Olpin Union Bldg, 801-5815020 (V/TDD), http://disability.utah.edu/. CDS will work with you and the instructor to make
arrangements for accommodations. All written information in this course can be made available
in an alternative format with prior notification to the Center for Disability Services.
Content Accommodation: The University recognizes that students’ sincerely-held core beliefs
might make it difficult for students to fulfill some requirements of some courses or majors. It is
the student’s obligation to determine, before the last day to drop courses without penalty, when
course requirements conflict with the student’s sincerely-held core beliefs.
http://admin.utah.edu/facdev/pdf/accommodations-policy-background.pdf
Academic Integrity: Students are expected to conduct themselves in an honest and professional
manner. Any attempt (successful or not) to behave dishonestly will result in an automatic zero
for the course. For information on proper conduct at the University of Utah, see:
http://www.regulations.utah.edu/academics/6-400.html
Attendance: Class attendance counts toward the final grade. Students are expected to be in class
and on time. Students will receive one point for every day they attend class. If a student misses
class for a University-sponsored activity (e.g., sports or club), the student requesting this type of
2
absence should bring a note from a coach/director as well as evidence that the absence cannot be
avoided. If a student anticipates that an absence may be possible (e.g., if the team qualifies for a
tournament), then the student should approach the situation as though the absence is inevitable
(i.e., contact the instructor two weeks in advance) or talk to the instructor after class. Absences
for medical reasons will be excused with a note from a medical provider. Attendance policy link:
http://registrar.utah.edu/handbook/attend.php
Note: The instructor reserves the right to alter this syllabus at any time. He will announce any
changes in class or via Canvas. Students are expected to routinely check Canvas for changes,
announcements and discussions.
Date
Aug.
25
Aug.
27
Sept.
1
Sept.
3
Sept.
8
Sept.
10
Sept.
15
Sept.
17
Sept.
22
Sept.
24
Sept.
29
Oct.
1
Oct.
6
Oct.
8
Oct.
13/15
Fall 2014 Course Schedule
General Topic
Readings & Deadlines
Section I: Strategic Writing
Introduction
Course overview
Elevator speeches
Elevator speeches
Team assignments
No class
Labor Day Holiday
Research, Planning and the
Writing Process
Team-building
exercises
Writing for the Web
pp. 3-10
Keirsey Temperament Sorter
Personal Histories
pp. 16-20
Assignment #1 due
Greg Kratz
ARUP Labs
pp. 26-33
Guest Speaker
Ethics, Diversity,
Persuasion
Section II: Strategic Writing in Public Relations
News Releases
pp. 41-50
News Releases (cont.)
pp. 51-61
Media Advisories &
Pitches
Guest Speaker
pp. 62-69
Alex Cabrero
KSL News
pp. 87-94
Assignment #2 due
Newsletter & Magazine
Stories
Newsletter & Magazine
Stories (cont.)
No class
Fall Break
3
Oct.
20
Oct.
22
Oct.
27
Oct.
29
Nov.
3
Nov.
5
Nov.
10
Nov.
12
Nov.
17
Nov.
19
Nov.
24
Nov.
26
Dec.
1
Dec.
3
Dec.
8
Dec.
10
Newsletter & Magazine
Stories (cont.)
Speeches & Presentations
pp. 99-104
pp. 99-104
Section III: Strategic Writing in Advertising
Strategic Message Planner
pp. 119-132
Strategic Message Planner
(cont.)
Strategic Message Planner
(cont.)
Strategic Message Planner
(cont.)
Guest Speaker
Assignment #3 due
Mark Farr
Thomas Arts
Section IV: Strategic Writing in Sales and Marketing
Proposals & Marketing
pp. 165-173
Plans
Fundraising Letters
pp. 183-186
Guest Speaker
Nathan Measom
Girl Scouts of Utah
pp. 187-198
Brochures
Brochures (cont.)
Assignment #4 due
Section V: Strategic Writing in Business Communication
Job-Request Letters
pp. 216-224
Resumes
Presentation prep
Team Presentations
Team Presentation
Assignment #5 due
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