Writing advanced public relations

WINTER TERM TWO THOUSAND AND NINE | 10 AM | TUESDAY AND THURSDAY | ROOM 301B
 WINTER TERM 2009
Week 1 - 2
Sticky messages; feature article
Week 7
Sponsorships & Nonprofit Communications
Week 9 - 10
Speeches & Presentations
Connect
Instructor: Kelli Matthews
Email: kmatthew@uoregon.edu
Office: 215C Allen (Deb Merskin’s Office)
Office Hours: noon - 1:30 Tue/Thu or by appointment
Textbook
Course packet available via:
www.universityreaders.com.
Once you order the book with an e-check or credit
card, you’ll have access to immediate PDF downloads
of initial reading material. The packet is delivered
priority mail - 1-3 business days. This reading packet is
designed to be a reference book for you to use
throughout the term. We do not do much book work in
this class, but you’re expected to know and understand
the contents of the text. I’ve put together chapters and
resources that I use for reference when writing a plan.
Made to Stick
by Chip & Dan Heath
Available via Amazon
Course Description
Advanced PR Writing is the newest course in the public
relations sequence. In this class, you will need to rely
on that basic knowledge from PR Writing and expand
your skills to think strategically, and communicate
persuasively.
Course Prerequisites
J350 Public Relations Principles, J440 Public
Relations Writing
Week 3 - 6
Social media
Week 8
Investor relations
Portfolio Review & Final
Mini reviews; final portfolio
Work of the Course
The assignments in this course were created to
approximate the nature of tactics that you might be
responsible for executing with three to five years of
experience in public relations. I expect you to think as
a professional and stretch yourself to write and
produce as a professional.
My objectives for the course:
• Apply theories from J350: Public Relations
Principles to write strategically for defined
outcomes
• Build on the foundation from J440: Public
Relations Writing by using an appropriate voice and
style for publics
• Advance technical skills developed in J440, paying
special attention to strong verbs, brevity and
colorful language
• Execute specialized forms of writing for a portfolio,
such as new media and presentations
• Develop an understanding of direct-to-consumer
communications in several contexts, including non-
profit and corporate environments
My Expectations
You will be expected to think, to be creative, to manage
multiple deadlines and to pay attention to detail. If
something is unclear – come see me. If you want to
brainstorm ideas – come see me. I’ve designed this
class, and the assignments, to reflect the nature of
work that you’ll find in many agencies.
Grading Criteria
To ensure a consistent, clear grading policy, I will use the
following grading scale, which is based on content, in
addition to the number and severity of the edits I make
to your documents.
D (1.0 or 60-69): Does Not Meet Standards
You would need to make 12-15 edits (basic, advanced or
both). If the work has at least two basic edits, it starts at
a D. The work exhibits borderline comprehension and
performance.

Basic Edit Examples

Spelling error, fragment, missing period, factual error,
poor content
Advanced Edit Examples
Wordiness, passive voice, AP style, lack of strategic
thinking, poor framing, organizational problems, comma
placement, not following class format, lack of parallel
structure
I will accept passive voice when I cannot improve your
sentences by using active voice.
A (4.0 or 90-100): Excellent
You can make between zero and three advanced edits.
Your work exhibits excellent comprehension and
performance. The material is ready for publication and
shows outstanding scholarship, mastery of facts,
narrative flow, writing and news judgment.
B (3.0 or 80-89): Above Average
You can make four to seven advanced edits. Your work
does not have basic errors. It exhibits good
comprehension and performance. The material is written
well. It shows mastery of the subject and good
scholarship, but you need to make minor changes before
publication.
F (0.0 or 59 or below): Unacceptable
You need to make at least 16 edits (basic, advanced or
both). The work demonstrates unsatisfactory
comprehension and performance.
The Assignments
You will complete seven major assignments, most with
multiple components. Each assignment is due the
Tuesday after the week it’s assigned.
Graduate students will be expected to complete 3
additional writing assignments as determined by their
interests and will be added onto one of the topic units
listed.
Grading Criteria: Each assignment grade is taken as a raw
score and the point value is assigned based on the
complexity (assignments with more components have a
higher point value). *Many assignments must be
submitted with a “creative brief” (example attached).
All assignments are eligible for a revision. The final grade
will be determined by averaging your first and second
versions.

C (2.0 or 70-79): Meets Minimum Standards

You can make eight to 11 edits (basic, advanced or both).
If the work has a basic edit, it starts at a C. In the real
world, a major edit jeopardizes a quick promotion and if
caught by a client, it would damage the organization-
client relationship. Firms have lost clients because of
spelling errors.
GRADING SUMMARY

Social Media Press Release Points

20

Web 2.0 Assignment Points

10
Short in-class presentation on Web 2.0 application

Personal Blog Assignment Points

10 points each post
13 posts + 6 comments
5 points each comment

Social Media Profiles/Participation Points

10 points each
Twitter, PROpenMic, LinkedIn

Social Media Strategy Points

100
Client of choice

PR Podcast Points
20

Shareholder Letter Points

20

Presentation Points
100
Slide deck & speech

E-Portfolio Points
20

Idividual Portfolio Review Points

20

Attendance & Participation Points

20

Classroom Protocol
You are expected to be in class on time, every time the class meets. Every student is expected to accept
responsibility for getting assignments, understanding precisely what is expected, and getting the work
done to a high professional standard on or before specified deadlines.

Disabilities
Students with documented disabilities who may need accommodations, who have any emergency medical
information the instructor should know of, or who need special arrangements in the event of evacuation, should
make an appointment with the instructor as early as possible, no later than the first week of the term.
 Date Description Reading
Topic: Overview, Assignment, Creative Brief, Key Messages, Presentation Overview
Jan. 6 Overview, Introductions, Made to Stick, Chapter 1
1
8th Persuasive Writing, Sticky Messages
Assignment:
Topic: Social Media Introducation, Social Media Release
Social media overview: the basics
13th Made to Stick, Chapter 2
Caroline Cummings, OSOeco.org and SmartUps.org
2 SHIFT template
Discuss Edelman Trust Barometer
15th [packet] Edelman Study
Social Media Press Release
Assignment: Due 20th - social media press release
Topic: Social Media Overview, Personal Blogging Assignment
20th New Rules of Marketing & PR; Search Engine Optimization PR2Essentials: www.shiftcomm.com/
downloads/pr2essentials.pdf
[packet] Backbone Media Study; [packet]
3 Intro to Blogging
22nd Huyse, 7 Habits;
3 Web 2.0 presentations
[packet] LifeHacker, commenting tips;
[packet] Edelman
Assignment: Due 27th - Set up personal blog + one intro post
Topic: Social Media Strategy
Overview Strategy & Assignment
27th Listening: Finding influentials
Reading: Made to Stick, Chapter 3
4 3 Web 2.0 presentations
SHIFT: blogger relations guidelines
Jason Falls, Social Media Explorer via oovoo.com
29th
ROOM 139 ALLEN
Assignment: Due 3rd - List of influentials/blogs to watch for social media strategy
Topic: Social Media Continued
Establishing a presence on social media sites
Feb. 3
5 Web 2.0 presentations Reading: Made to Stick, ,Chapter 4
5
Twitter About blogging, social media
5th
5 Web 2.0 presentations
Assignment: Due 10th - Social network profile set-up; 48 Hours of Twitter; brief analysis for social media strategy
Topic: Podcasting
10th Podcasting basics Reading, MTS, Chapter 5
[packet] Podcasting for dummies; Listen to 2
6 Paull Young, Converseon episodes of FORWARD
12th
ROOM 139 ALLEN http://www.forward-moving.com/blog/
category/podcast/
Assignment: Due 17th - PR Podcast Outline
Topic: Podcasting
17th Technical Help: PR Podcasting
7 Carrie Bugbee, BigDealPR
19th
re: social media strategy
Assignment: Due 24th - Social Media Strategy
Topic: Investor Relations
24th Overview, investor relations [packet] Financial reports for dummies
8
26th Overview, business of retail [packet] Aronson; [packet] Cole
Assignment: Due 3rd - shareholder letter
Topic: Corporate Social Responsibility & Presentations
Mar. 3 CSR Reading, MTS, Epilogue; Reading, CSR (to be
9 determined)
5th Giving Presentations
[packet] presentation zen
Assignment: speech and presentation on CSR
Topic: Presentations, Wrap-Up
10th Presentations
10
12th Presentations
Finals Week: Individual Mini Portfolio Reviews - Monday through Wednesday (schedule TBD)