FLORIDA INTERNATIONAL UNIVERSITY
SCHOOL OF JOURNALISM AND MASS COMMUNICATION
DEPARTMENT OF ADVERTISING AND PUBLIC RELATIONS
PUR 4100 Writing for Public Relations Fall 2014 B51
Instructor: Lynne Farber, Assistant Professor
Office:
AC II 323
E-Mail farberl@fiu.edu
Phone:
305-919-5259
Office Hours T. 1– 2 p.m. Also by appointment
Course Description
Introduction to the content, format and style of multiple public relations tools including
newsletters, magazines, brochures and digital media. Emphasis on news releases, AP
style and media relations.
Prerequisites
PUR 3000, MMC 3104C, and full admission into upper division program .
Course Objective
To provide public relations majors the opportunity to learn news judgment, improve
writing ability and understand the basics of media releases, public service
announcements, editing and proofreading. Emphasis will be placed on writing press
releases and mastering AP Style. There will be exposure to corporate and non-profit
advertising, newsletters, media relations, and proper business writing including cover
letters, cover memos and e-mail/internet writing, within the context of ethical public
relations practice and the advantages of the first amendment.
ACEJMC Course Outcomes
Demonstrate an understanding of professional ethical principles and wok ethically in
pursuit of truth, accuracy, fairness and diversity
Write correctly and clearly in forms and styles appropriate for the communications
professions, audiences and purposes they serve
Critically evaluate their own work and that of others for accuracy and fairness, clarity,
appropriate style and grammatical correctness.
Required Texts
Public Relations Writing (2nd edition), Jill & Donald Treadwell, Sage
Publications, 2005
Student Workbook for Public Relations Writing, Second Edition, Sage
Publications, 2005
The Associate Press Stylebook and Libel Manuel
IMPORTANT DATES TO REMEMBER
Aug. 24: Last day to drop courses or withdraw from the University without a financial penalty
Sept. 30: Last day to drop a course with DR grade/last day to withdraw from the University with
WI grade
The School of Journalism and Mass Communication (SJMC) fosters an environment of
inclusivity and respect for diversity and multiculturalism. The SJMC educates students to
embrace diversity and understand the root causes of discrimination, as well as social,
ethnic, sexual, disability and gender-based exclusion.
Grading
Grades will be based upon writing assignments, both in-class and take home, There will be a
MINIMUM of eight graded assignments. Attendance and classroom participation will also be
counted, equal to one writing assignment.
Grades for this course are given on the following basis:
A 92-100
A- 89-91
B+ 87-88
Work is good enough to be published as is
Work is good enough to be published but requires some editing
Work is good enough to be published but requires more editing or more
research for content.
B 82-86
Work requires a fair amount of editing and research for content
B- 79-81
Work requires considerable editing, rewriting and/or research
C+ 77-78
Work requires heavy editing, rewriting and/or research for content
C 70-76
Work barely fulfills minimal professional requirements
D 66-69
Work does not fulfill professional requirements
F 65 or below
Please note that at the discretion of the instructor, an “F” grade may be assigned to a paper for
a major error of fact or editing (such as spelling the subject of the paper wrong). Please also
note that unless other arrangements are made, a missed assignment, whether in class or take
home, will be entered as a “O” and will adversely affect your grade. Such arrangements should
be made in advance, if possible. All excused absences from writing assignments, tests or
projects must be made in writing.
Course Standards
Make-up exams/late papers: Can be made up ONLY at the discretion of the instructor, and only
upon prior arrangements. All assignments are due at the beginning of the class. Late
assignments will receive a five-point deduction and must be turned in no later than one week
from the assigned date to receive credit. Late papers will NOT be accepted the last day of
class.
Assignments: Assignments will be judged on several levels: content, originality, creativity,
correctness of format and facts, appropriateness of content, neatness, grammar, spelling,
punctuation, research, etc. All assignments must be typewritten using 12 -point type, one-inch
margins left, right and bottom and appropriate top margin for the type of piece. Exact writing
topics will vary according to current topics and class progress.
Departmental Writing Policy-Undergraduates: Good writing is vital to both advertising and
public relations careers. Accordingly, students will be held to a uniform writing standard. After
the completion of MMC 3104, all papers, reports and tests written outside of the classroomregardless of length- will first be graded for content. Following that, the paper will be reviewed
for writing. Should a paper contain six or more errors, the work will automatically lose 10 points,
based on 100. At the instructor’s discretion, more stringent grading may be applied.
Academic Honesty
In meeting one of the major objectives of higher education, which is to develop selfreliance, it is expected that students will be responsible for the completion of their own
academic work. The use of literature, notes, aids, or assistance from other sources
should be clearly identified with respect to all course assignments and examinations. In
addition, students are expected to use all resources, including books, journals, and
computers only in legal and authorized ways. They should also refrain from falsification
of records, attend class as required, and participate in the educational process without
disrupting the orderly processes and functions of the University.
Students with Disabilities
If you have any special circumstances it is your responsibility to make the professor
aware of them so you may be better accommodated. For questions and information,
please call the FIU Office of Disability Services at 305-348-3532 (MMC Campus: GC
190) or 305- 919-5346 (BBC Campus: WUC 139)
Extra Credit Assignments: There are none, per departmental policy.
Attendance: If you are absent for the first class without an acceptable excuse provide
in advance of that class, the instructor reserves the right to enforce an administrative
drop. Attendance in PUR 4100 is critical, because the lectures form the basis for inclass writing assignments. Missing either lecture or lab will affect the quality of your
work and/or the points you accumulate toward the writing portion of your grade.
About the Computer Lab: Students are expected to treat all hardware and software in
the labs with care. You will be removed from the course, given a failing grade and face
possible university disciplinary action and criminal prosecution if you:
*Intentionally damage the equipment
*Knowingly infect a computer with a virus
*Destroy or tamper with the lab computer programming
*Duplicate software in the lab
In addition, food and drinks are prohibited from the lab.
Date Readings
Class Subject-Assignments
T 8-26 Chapter 1, 2
R 8-28
T 9-2 Chapter 3
R 9-4
T 9-9
Chapter 8, 9
R 9-11
T 9-16
R 9-18
T 9-23
R 9-25
T 9-30
R 10-2 Chapter 10
T 10-7
R 10-9
T 10-14 Chapter 10
R 10-16
T 10-21 Chapter 11
R 10-23 Chapter 12
T 10-28 Chapter 12
R 10-30
T 11-4 Chapter 14
R 11-6
T 11-11
R 11-13 Chapter 13
T 11-18 Chapter 16
R 11-20
T 11-25
Chapter 15
R 11-27
T 12-2
R 12-4
Introduction to course, overview
Assignment: cover letters
Ethics
Assignment: Mission statement
Internal writing
Assignment: Issue statement
Planning and using media
Assignment: press release
Pitching
Assignment: Pitch letter and media alert
DIVERSITY DAY
Features
Features
Features
Newsletters
Assignment: Newsletters
Broadcast
Crisis Communication
Crisis continued
In class writing assignment
Messaging
Assignment: PSA
VETERAN’S DAY
Writing for the Web
High Profile writing
In class assignment_______________________________
Design and printing
Thanksgiving
Brochures
Finish Brochures
WEEK OF 12-8
FINAL EXAM WEEK