ERIC Number: ED189631
Record Type: RIE
Publication Date: 1980-Aug
Reference Count: 0
Public Relations Writing "Is" Different.
Detweiler, John S.
Because public relations (PR) writing is different from the writing required in journalism, broadcasting, and advertising, PR practitioners require a background in editing, graphics, planning, campaigning, special events, public opinion, and evaluation beyond that required of a newswriter. Responses to a survey of 38 PR educators across the nation showed that a few offered a specific course in PR writing, a few included writing in a broader course of PR techniques, others included writing assignments in a variety of PR courses with broader educational goals, and a few expected the PR student to have the adaptability to integrate journalistic writing skills with PR objectives without any specific assignments devoted to that purpose. In addition to the national survey, 67 seniors enrolled in public relations courses at the University of Florida responded to a questionnaire on their college writing experiences that revealed a deficiency in practical PR writing. In response to the two surveys, a writing for public relations course was elevated from an elective to a required option for PR majors in the university's school of journalism. The content of the course includes: (1) valuing information and handling controversy, (2) tailoring news to fit the media audience, (3) reviewing copy with the client, (4) writing for publication, and (5) copy reviewing by peers. (Included are a course outline and the two survey instruments). (AEA)
Publication Type: Speeches/Meeting Papers; Reports - Descriptive; Numerical/Quantitative Data
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at Annual Meeting of the Association for Education in Journalism (63rd, Boston, MA, August 9-13, 1980).