Full Title:PR Writing
Module Code:PREL B8015
Credits: 10
Valid From:Semester 1 - 2013/14 ( September 2013 )
Module Delivered in 4 programme(s)
Module Description:no description provided
Learning Outcomes:
On successful completion of this module the learner should be able to
  1. Write clearly and creatively for public relations purposes
  2. Demonstrate that they can write competently and efficiently to class deadlines
  3. Independently and professionally manage the production of press releases, press statements, press briefings, blogs, speeches, feature articles and feature-writing pitches
  4. Show knowledge and understanding of the needs and expectations of the editor and journalist
  5. Achieve cut-through for their PR writing within the new digital landscape through an understanding of PR-specific technologies

Module Content & Assessment

Indicative Content
Introduction to writing for public relations
Focus on the basic types of PR writing, from print and broadcast to newer emerging digital media.
The Irish media landscape
Overview of the key Irish media outlets, both offline and online.
The press release
What is news, hard and soft news, press release email subject headings and headlines, the lead (focus on the 5 Ws of journalistic writing), the inverted pyramid structure, notes to the editor, writing press releases for different media, finding the angle, writing a news story to a class deadline.
Grammar and punctuation
Producing well-crafted sentences, polished punctuation, spelling, common errors, creating your own writing style.
PR Writing for digital media
The SEO release: writing headlines with Google keyword searches in mind, optimising content with targeted anchor text, including links to drive traffic to a website, adding video or images to make shareability of your news more appealing.
Writing PR features
What is feature writing? Types of feature writing. Structure and format. The importance of the opening and closing paragraphs. How to integrate direct and indirect quotes. The importance of the human interest angle.
Pitching PR features.
Getting the angle right. Same story - different angle. Meeting the needs and expectations of editors and journalists.. Writing the pitch.
Assessment Breakdown%
Course Work100.00%

DKIT reserves the right to alter the nature and timings of assessment


Module Workload & Resources

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture No Description 4.00 Every Week 4.00
Tutorial No Description 2.00 Every Week 2.00
Independent Study No Description 12.00 Every Week 12.00
Total Weekly Learner Workload 18.00
Total Weekly Contact Hours 6.00
This course has no Part Time workload.
Recommended Book Resources
  • Dennis L Wilcox and Bryan H Reber 2012, Public Relations Writing and Media Techniques, 7th Ed., Pearson International
Supplementary Book Resources
  • Ronald D Smith 2012, Becoming a Public Relations Writer, 4th Ed., Routledge
  • Merry Aronson, Don Spetner and Carol Ames 2007, The Public Relations Writer's Handbook: The Digital Age, Jossey Bass
  • John Peck and Martin Coyle 2005, The Student's Guide to Writing, 2nd Ed., Palgrave Macmillan
  • Julia Copus 2009, Brilliant Writing Tips for Students, Palgrave Macmillan
  • Treadwell, D & Treadwell, J 2005, Student Workbook for Public relations writing: Principles in Practice., 2nd Ed., Sage
This module does not have any article/paper resources
Other Resources

Module Delivered in

Programme Code Programme Semester Delivery
DK_BPROC_8 Bachelor of Arts (Honours) in Public Relations and Online Communication 2 Mandatory
DK_BPREL_7 Bachelor of Arts in Public Relations and Online Communication (Exit Award) 2 Mandatory
DK_BBSTY_7 Bachelor of Business in Business and Technology 4 Elective
DK_BBSIS_C Higher Certificate in Business in Business and Technology 4 Elective