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A large part of a public relations manager’s job is overseeing the writing output of a department and assisting by generating copy for certain projects. This course takes managers through the tools needed to ensure that everything produced by a communication department is the best possible quality. It also helps students develop writing skills for mainstream and social media, and controlled media such as brochures, newsletters and advertising copy.

Students will be introduced to management of public relations writing skills including the principles of effective public relations writing and the identification of best practice approaches. They will study how to research target publics and how to write for various mediums and channels, including audio, print, electronic mainstream media, social media, and organisational publications.

On successful completion of this course students will be able to:

1. discuss a range of areas in which professional communication approaches are used in the contemporary organisation;
2. identify and critically analyse a variety of theoretical perspectives employed by public relations professionals in the development of effective professional communication;
3. critically examine professional communication policy and practice, and understand the principles involved in establishing ‘best practice’ professional communication;
4. demonstrate skill in researching and developing an understanding of target publics as the platform for undertaking effective, symmetrical communication;
5. demonstrate expertise in the standard methods of writing for specific audiences (including international and intercultural audiences) using various mediums and channels;
6. demonstrate the ability to plan and develop a major communication project within an organisational context for particular target publics;
7. demonstrate the ability to analyse and critique professional communication practice.