Writing Packet #2

Due: Monday, 11/20 by midnight via BB

Goals of the Assignment: This second writing packet is designed to help you hone your
writing skills within specific genres of PR writing including alphabetic and digital writing. As
this assignment correlates with the second and third modules in our course, we will be
focusing on creating pieces of writing our clients can pick up and use directly in their PR
campaigns. Success in this writing packet will require you to apply the writing theories and
strategies covered in the readings and in-class discussions along with revisions of your work.
This packet should also serve as a means for you to prepare for the work you will do for
clients with the Media Toolkit which essentially serves as a revision of appropriate materials
from Writing Packets #1 and #2 with potential additions (depending on your strategic plan).

Learning Objectives Met:

Acquire and apply knowledge of persuasive writing techniques
Understand proper writing styles with sensitivity to the requirements of different situations,
media, genres and publications.
Demonstrate competence in writing mechanics and grammar, structure, and the ability to
express information clearly to audiences.
Critique information and gain confidence in making content decisions about writing
Understand what compromises news and the nuances of how it is defined across media

Requirements: Elements that need to be included in this writing packet along with
descriptions of each are included below:
News Release: Building on the work you completed with your pitch/proposal in Writing Packet
#1, you will craft an appropriate news release that your client can use to promote some aspect
of their campaign. Although traditional news releases may not be used as much as they were in
previous years, the staple genre is still relevant. News releases should identify and pitch a
newsworthy story, and include the necessary elements journalists need: the who, what, when,
where, and why/how of the story. Additionally, news releases should properly frame the story
and if applicable, put a face on the story. Stories should be relevant, and the entire document
should be well-organized and rhetorically-effective. Included with your news release should be
the names and contact information of targeted media outlets/organizations. News releases
should be free of any typographical or mechanical errors. You will each individually turn in a
single news release. You may not deliver all of your news releases to the client, but each should
cover a different story.
Social Media Audit/Plan: For this portion of the Writing Packet, as a group you need to
complete a social media audit and plan that will be presented to the client as part of your
Media Toolkit. We will discuss elements of successful social media campaigns and elements in
class that you can apply to your plan. For assistance and templates to create your social media
audit, refer to the Social Media section of the Resources page. After completing, a social
media audit for the client, you will develop a social media plan for the client based on the
findings of your audit. You may break down this work between group members as you see
appropriate. Remember, final course reflections will include a peer review that will be taken
into consideration as part of your final course grade. Social media audits and plans should be
complete and thorough. They should also be cohesive and your plan should directly build off
the audit. They should be well-organized, clearly communicated, and free from mechanical and
typographical errors.
Feature Story/Op-Ed: PR practitioners need to become adept at writing and pitching feature
stories and op-eds. This part of the packet requires you to hone these skills so that you can
become a better writer and storyteller. Successful feature stories should highlight some
element of your clients campaign (i.e. a person, event, etc.) in typical feature fashion. Good
examples of features are included in the Features section of our Resource page. Successful
feature stories showcase creative and engaging writing tailored to specific audiences and
contexts (remember the rhetorical triangle) and should be focused and rhetorically-effective.
They should also be free of mechanical and typographical errors. Each member of the group
should write an individual feature story to be included in the Media Toolkit. Hint: you might use
the same story idea for your feature and news release, a common practice of PR professionals.
Fact Sheets: Fact sheets are another common piece of writing produced by those working in PR.
A fact sheet is a brief summary of information about an organization or product that is
delivered in a concise format. It provides information that is quick and easy to read. Basically, it
contains just the facts and a fraction of the verbage of news releases and other longer
documents. To successfully complete this assignment, youll need to discuss and determine
your client needs to create a fact sheet they can use. You want to make sure all the facts you
include are accurate, straightforward, and not misleading. Also, they should be presented in an
effective manner, that means information must be well-organized and well-presented. You may
create and alphabetic or digital fact sheet a digital version would be an infographic. For more
information and examples of fact sheets and infographics, see the Fact Sheets/Infographics
section of the Resources page. You will each turn in a fact sheet or an infographic that may be
submitted as part of your Media Toolkit.
Public Service Announcement (PSA): Much of the evolving field of Public Relations involves
video and audio (digital) composing. This assignment will require you to as a group, produce,
shoot, and edit a public service announcement that your client can use in digital environments.
Dont worry about having to gain a large amount of technical expertise to complete this project,
we will discuss how to use SmartPhone technology and free online video platforms to shoot
and edit these projects. What I am hoping you gain through this experience is the confidence
and knowledge needed to tell dynamic and engaging stories through digital media a skill-set I
believe will set you apart as you break into the field of PR. I would like to see you build on your
storytelling skills (exhibited in the pitch, blog, feature, and news release assignments) and
transfer them from alphabetic to digital contexts. For more information about composing your
PSAs, samples and tutorials are located on the PSA section of our Resources page.
Information about assessment can be found below in the rubric.

Writing Packet #2 Rubric

A Level Work: Alphabetic and digital writing effectively meet the guidelines of each section of
the writing packet as outlined above in the requirements section. Individual and collaborative
portions of the packet show attention to client needs and to detail. Writing displays a firm grasp
of the knowledge needed to create dynamic stories that cohesively displays organizational
identity across pieces. The pieces of writing included all showcase effective and clear
communication. Writing pieces show evidence of revision. Writing pieces are rhetorically-
effective and free from any mechanical and typographical error.
B Level Work: Alphabetic and digital writing effectively meet the guidelines of each section of
the writing packet as outlined above in the requirements section. Individual and collaborative
portions of the packet show attention to client needs and to detail. Writing displays a firm grasp
of the knowledge needed to create dynamic stories that cohesively displays organizational
identity across pieces, with little need for revision. Most of the pieces of writing included
showcase effective and clear communication as well as attention to detail. Writing pieces show
evidence of revision. Writing pieces are rhetorically-effective and free from any mechanical and
typographical error, any errors evident are minor.
C Level Work: Alphabetic and digital writing (for the most part) effectively meet the guidelines
of each section of the writing packet as outlined above in the requirements section. Individual
and collaborative portions of the packet show attention to client needs and to detail. Writing
displays a firm grasp of the knowledge needed to create dynamic stories that cohesively
displays organizational identity across pieces, although they might need significant revision
before they are provided to the client in the Media Toolkit. Some of the pieces of writing
included showcase effective and clear communication as well as attention to detail, others may
need significant revision. Writing pieces show evidence of revision. Writing pieces may need
significant revision to be rhetorically-effective and contain mechanical and typographical errors
that may impede communication.
D Level Work: Alphabetic and digital writing do not meet the guidelines of each section of the
writing packet as outlined above in the requirements section. Individual and collaborative
portions of the packet show a lack of attention to client needs and to detail. Writing lacks a firm
grasp of the knowledge needed to create dynamic stories that cohesively displays
organizational identity across pieces, and need significant revision before they are provided to
the client in the Media Toolkit. Some of the pieces of writing included do not showcase
effective and clear communication and lack attention to detail. Writing pieces show little to no
evidence of revision. Writing pieces need significant revision to be rhetorically-effective and
contain mechanical and typographical errors that may impede communication.
F Level Work: One or more pieces of the Writing Packet are missing in the final submission
and those turned in do not meet the guidelines of each section as outlined in the requirements
section above. Knowledge and application of the basic fundamentals of persuasive writing and
storytelling are not evident. The pieces of writing submitted do not show evidence of rhetorical
effectiveness or clear communication. Additionally, writing still needs significant and/or drastic
revision to be acceptable. Mechanical and typographical errors may be present and greatly
impede communication.