The document outlines the course objectives for a public relations writing class. It discusses key topics that will be covered such as editing techniques, writing news releases, developing communication plans, crisis communication, advertising copywriting, and ethics. It provides an overview of each class session and concludes with information about the instructor's qualifications and experience in public relations.

1. Introduction: Writing For Public Relations
University of Nevada, Las Vegas
Spring 2010

2. “If I was down to my last dollar,
I would spend it on public relations.”
— Bill Gates
But What Is A Public Relations Specialist?
University of Nevada, Las Vegas
Spring 2010

3. Public relations specialists are
responsible for “the management
function that maintains mutually
beneficial relationships between an
organization and the publics on whom
its success or failure depends.”
— Scott M. Cutlip
But What Is A Public Relations Specialist?
University of Nevada, Las Vegas
Spring 2010

4. Public relations is “a package of
trickery, economies with the truth,
manipulation of public credulity,
bullying of journalists and
favoritism.” — Melanie Phillips
But What Is A Public Relations Specialist?
University of Nevada, Las Vegas
Spring 2010

5. “A public relations specialist is an
online celebrity for a company.” —
prevailing thought
But What Is A Public Relations Specialist?
University of Nevada, Las Vegas
Spring 2010

6. So what is it?
What Is A Public Relations Specialist?
University of Nevada, Las Vegas
Spring 2010

7. Someone who...
• Thinks like a journalist.
• Acts like a business strategist.
• Digs deeper than an investigator.
• Writes with the passion of a novelist.
• Speaks with the conviction of a communicator.
• Exhibits empathy like a lead public advocate.
• Demonstrates authenticity like a social worker.
What Is A Public Relations Specialist?
University of Nevada, Las Vegas
Spring 2010

8. So why all the confusion?
What Is A Public Relations Specialist?
University of Nevada, Las Vegas
Spring 2010

9. The profession is in a state of change.
What Is A Public Relations Specialist?
University of Nevada, Las Vegas
Spring 2010

10. • The division of modern media.
• The rapid pace of technology.
• The evolution of distribution.
• The speed of communication.
• The infusion of different disciplines.
The Profession Is Changing.
University of Nevada, Las Vegas
Spring 2010

11. This class will help you change with it.
Writing For Public Relations - Course Overview.
University of Nevada, Las Vegas
Spring 2010

12. • The impact and cost of careless errors.
• The misconception of spell check.
• Editing techniques and editor marks.
• The most common errors made daily.
• Striving for clarity for your readership.
• Writing with style and universal ideas.
2. Editing And Writing With Style.
University of Nevada, Las Vegas
Spring 2010

13. • Defining the news for an organization.
• Defining a news release and purpose.
• The traditional news release format.
• The evolution of the news release.
• Alerts, statements, and distribution.
• Measuring the effectiveness of the release.
3. Media Relations And News Releases.
University of Nevada, Las Vegas
Spring 2010

14. • Creating a communication foundation.
• Internal and external research tactics.
• Defining the needs of various publics.
• The impact of communication on publics.
• Managing inquiries after the news is out.
• Differences between reporters and bloggers.
4. Managing Messages And Communication.
University of Nevada, Las Vegas
Spring 2010

15. • The elements of a communication plan.
• Developing organizational messages.
• Employing strategic planning methods.
• Defining the intent of communication.
• Tracking the response in real time.
• Measuring the return on communication.
5. Developing A Communication Plan.
University of Nevada, Las Vegas
Spring 2010

16. • Communication during a crisis.
• Simplifying the communication process.
• Conducting a situational analysis.
• Managing and minimizing bad news.
• Identifying and responding to questions.
• Collecting feedback and contingency plans.
6. Real-Time Communication And Crisis.
University of Nevada, Las Vegas
Spring 2010

17. • Advertising with public relations.
• Nine rules for effective advertising.
• Writing for print, radio, and television.
• Determining the intent of advertising.
• When advertising fails to communicate.
• Writing for online audiences and social media.
7. Advertising Copy And Public Service.
University of Nevada, Las Vegas
Spring 2010

18. • Case studies in communication ethics.
• Principles for ethical communication.
• The dual role of any practitioner.
• Understanding cultural sensitivities.
• Hypothetical situation and exercises.
• Establishing ethics within an organization.
8. Ethics in Public Relations.
University of Nevada, Las Vegas
Spring 2010

19. • Pulling the course together.
• Modeling for future communication.
• Integrating communication for impact.
• The allure of popularity and publicity.
• Remaining confident without control.
• The impact of social media on the profession.
9. Trends In Public Relations.
University of Nevada, Las Vegas
Spring 2010

20. Resources Cited In Class.
University of Nevada, Las Vegas
Spring 2010

21. • President, Copywrite, Ink.
• Experience on 1,000 accounts.
• Written hundreds of articles.
• Serves as accreditation examiner.
• Serves as a state commissioner.
• Ten years’ experience as an instructor.
• Twenty years’ experience in communication.
About The Instructor.
University of Nevada, Las Vegas
Spring 2010