COMM2380 Specialist Public Relations Practice and Writing - Teaching Schedule Vietnam

Semester 1, 2015
Learning objectives
- LO1 Understand the importance of accurately identifying specific target publics/audiences for written communication to be effective
LO2 Understand the different tools and writing styles used to communicate with these various audiences.
- LO3 Be able to apply the basic writing tools introduced in PR Practice and Writing and those introduced in this course to different specialised areas of PR practice.
LO4 Have a greater appreciation of a number of important specialist areas of public relations .
Week

Lecture
Course introduction
Specialist PR writing theory
and practice

RefresherEffective writing
Learning objectives LO1, LO3

Profiles
Learning objectives LO1, LO2

Preparing a profile
Learning objectives LO1, LO2,

Assessment 1 Profile
Week 4, Friday, at
9am, 30%

Compulsory Readings (should be done before the relevant lecture and

tutorial)
Before Tutorial 1: Hook Editors with Strong Openings (Baxter 2009) available
on Blackboard.
Before Tutorial 2: Various published and former students profile available on
Blackboard

LO3

Non-profit PR LO1, LO2, LO4

Tutorial

Campaigning Organizations &

Pressure Groups LO1, LO2,

LO4, LO7

Before Tutorial 3: Cause and effect (Halliday 2011) available on Blackboard

(literature circle activity) International perspective: Chapter 30 Public sector
communication (Tench & Yeomans 2006)

Campaigning Tactics

Before Tutorial 4: Chap 28 Campaigning Organizations & Pressure Groups

Non-profit PR cases LO1, LO2,

LO1, LO2, LO4

LO4

Corporate & Non profit

Partnership in PR

Introduction to event
management & materials
assessment LO1, LO2, LO3,

Before Lecture 5: Chapter 26 Sponsorship (Tench and Yeomans 2006).

Available on Blackboard - please see reading guide.

LO4

Client briefing
(Conceptualising and
communicating NGO initiative)
Learning objectives LO1, LO4

Debrief of client briefing

How to research client

Before Tutorial 6: Chapter 10, Writing for Select Publics (Newsom & Haynes
2005) available on Blackboard.

Client Research and Field Visit

Client Research and Field Visit

Guided questions to client research and information gathering available on

Blackboard.

Independent Learning

Specialist Public Relations Practice and Writing: Teaching Schedule Vietnam

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Pitch with Purpose

Learning objectives LO1, LO2,

Developing a pitch
Learning objectives LO1, LO2,

LO3

LO3

Social media: Working in a

changing context
Tuesday December 17
Learning objective LO4

Writing for the web

Learning objectives LO1, LO2,
LO3, LO4

Verbal pitches
Proposal Outline due
Learning objectives LO1, LO2,

Verbal pitches
Proposal Outline due
Learning objectives LO1, LO2,

LO3, LO4

LO3, LO4

Writing Event Proposals

Learning objectives LO1, LO2,

Group work & Consultation

on Event Proposal
Review checklist for your final
assessment
Learning objectives LO1, LO2,
LO3, LO4
Writing event proposal + com
materials + work on
assessment
Learning objectives LO1, LO2,

10
Assessment 2A Verbal
Pitch Week 10 & 11
TBC, 30%

LO3, LO4

11

Before Lecture 9: Chapter 8, Writing for Social Media and Converged

Traditional Media (Newsom & Haynes 2005) available on Blackboard.
Why Asian firms are wary of social media (Lagorce 2011) available on
Blackboard (literature circle activity)
Skim: The Digital Media Habits and Attitudes of Southeast Asian Consumers
(Nielsen 2011) and The British Governments Twitter Strategy both available
on Blackboard.
Chapter 14, Writing for the Internet (Newsom & Haynes, 2005) available on
Blackboard.

Before Tutorial 11:

Chapter 22, Business-to-business public relations (Tench & Yeomans 2006)
available on Blackboard please see reading guide.

LO3, LO4

12 + 13
2B NGO Event
Proposal & Materials
Week 13, Monday, at
9am, 40%

Writing event proposal and communication materials + work on

assessment
No formal classes. Consultations upon request.
Learning objectives LO1, LO2, LO3, LO4

Specialist Public Relations Practice and Writing: Teaching Schedule Vietnam

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