S. I. Newhouse School of Public Communications Syracuse University Public Relations Department Summer 2012 Syllabus* PRL 604.

2: Writing for News and Public Relations in a Digital Age Class Instruction: Mondays and Tuesdays, 10:00 a.m. 2:30 p.m. Writing Lab: Wednesdays, 8 a.m. 12 p.m. July 3 to August 7, 2012 Room 252/253, Newhouse III Instructor: Caroline K. Reff Adjunct Professor, Public Relations Principal, Inkwell Creative Services Newhouse I, Rm. 517 (temporary summer office: NI, Rm. 217) By appointment only. (315) 488-6865 (until 10 pm) ckreff@syr.edu Fifth Floor Mailroom, Newhouse I

Office: Office Hours: Home Phone: Email: Mailbox:

Teaching Assistant: Andrew Johnson (336) 687-5015/arjohn07@syr.edu Course Access: Blackboard will be used as our course management program. You will need a syr.edu mail account to access it. University policy calls for all students to check their syr.edu mail addresses on a regular basis. You will have the option of forwarding all syr.edu mail to another e-mail account, but you are responsible for all messages and materials sent out on Blackboard. The URL to get into Blackboard is: http://blackboard/syr.edu Your user ID is the CMS user ID given to you when you arrived at SU. (Note: This does not include the @syr.edu). The password is the first nine digits of your student ID. Public Relations Writing: The Essentials of Style and Format, 7th Edition by Thomas H. Bivins; The Associated Press Stylebook, 2012 Edition. The Elements of Style, 4th Edition by William Strunk Jr. & E.B. White.

Required Texts**: Suggested Text:

*Syllabus is subject to change. **All textbooks are available at the SU Bookstore on campus.

Course Description: In order to succeed in our profession, public relations practitioners must become good writers and communicators. This includes mastering grammar, punctuation, form and style, but more importantly, understanding the dynamics of each intended audience and identifying the key message or messages for every communication vehicle you compose. PR people must know how to write clearly, concisely, effectively and more often than notunder the pressure of deadlines. Becoming a good writer comes with practice, lots of practice, and in PRL 604, you will begin this journey by producing weekly writing assignments covering a wide range of communications forms. Within the context of these writing assignments, we will discuss message research, development and communications methods; the implications of audience segmentation, diversity, and the techniques of writing for internal and external audiences; as well as ethics, credibility and newsworthiness. Students will also learn about the legal aspects of public relations writing, including defamation, privacy, copyright and trademarks. In the beginning of class, students will be introduced to the basic fundamentals of news writing, and will learn about the needs and expectations of the news media that is part of their communications world. Students will learn to think like journalists, weighing news values, making decisions on the importance of facts, and asking the right questions to get the right answers in interview situations. Professor Bob Lloyd will provide first hand insights to news gathering and best practices for working with members of the news media. Throughout this course, students will assume the roles of public relations practitioners and will learn how to research and write various communications forms that are considered the tools of the public relations trade. Highlights of the semester will be the creation of a complete, portfolio-quality media kit for a mock event sponsored by a real company and non-profit organization, and working as part of a public relations team to produce a press conference that will be attended by other PRL 604 students. PRL 604 is a threecredit academic course and is a mandatory requirement in the public relations major. Course Goal: To achieve the proficiency in written communication that is expected of entry-level public relations professionals, along with the basic understanding of how the media researches, writes and reports the news.

Learning Outcomes: *To understand the needs of the media and various audiences; *To be able to write clear, concise copy that is logically organized and accurate; *To learn how to find and use reliable information; *To understand the requirements of different forums and formats of writing; *To explore and gain an understanding of the nuances and requirements of writing within the realm of diversity and multiculturalism, taking into consideration genders and ethnicities; *To learn to understand the needs of the client in preparing written materials and communications; and *To develop a sound working knowledge of the rules and guidelines of the AP Stylebook. Expectations: Professionalism: You are expected to act like a professional. This means arriving in class on time; reading assignments in advance; contributing to class discussions; maintaining notes and materials in an orderly fashion; adopting a professional, work-oriented demeanor during class; honoring commitments; meeting deadlines; showing respect and courtesy for your fellow classmates; and listening attentively. Accuracy: Errors detract from the finest writing. You will be graded down when your work contains factual, grammatical, spelling or punctuation errors. The more serious the error, the more points will be graded down. As a general rule of thumb, expect point to be deducted for every spelling and punctuation error. Integrity and Honesty: Your work must be your own. It is OK to ask for help when you need it, or to ask for clarification of an assignment. At all times you are expected to adhere to the highest standards of academic honesty and integrity in the preparation of all of your work. The Syracuse University Code of Conduct states that it is a violation of the Code to engage in academic dishonesty, including, but not limited to, plagiarism, cheating and other forms of academic misconduct, for example, misuse of academic resources or facilities, misuse of data, equipment or networks, or any act that hinders the academic process. Student work suspected of plagiarism may be subjected to electronic search methods. The policy on cheating follows the universitys academic standards, which state: Syracuse University students shall exhibit honesty in all academic endeavors. Cheating in any

form is not tolerated, nor is assisting another person to cheat. The submission of any work by a student is taken as a guarantee that the thoughts and expressions in it are the students own except when properly credited to another. Violations of this principle include giving or receiving aid in an exam or when otherwise prohibited, fraud, plagiarism, the falsification or forgery of any record, or any other deceptive act in connection with academic work Plagiarism is the representation of anothers words, ideas, programs, formulae, opinions or other products of work as ones own, either overtly or by failing to attribute them to their true source. Sanctions for violations will be imposed by the dean, faculty, or student standards committee of the appropriate school or college. Documentation of such academic dishonesty may be included in an appropriate student file at the recommendation of the academic dean. Plagiarism or fabrication of any portion of an assignment will result in an F for that assignment and may result in an F for the course or be referred to the Academic Standards Committee with a recommendation of suspension or expulsion. When you are presenting evidence for an argument, it is your responsibility to attribute the source of that evidence, whether it is quoted word for word or paraphrased. Failure to do so will be treated as plagiarism since it does not give credit for anothers work. The same holds true for a line of reasoning that is not your own but is used in your argument. The Newhouse School policy states: Any piece of work bearing a students name is assumed by the school to guarantee that the thoughts, expressions, editorials and photographic material not credited to another are literally the students own. If such credit is not given for anothers work the student shall be guilty of committing plagiarism. Plagiarism proceedings will begin when a teacher submits evidence thereof to the Academic Standards Committee of the School. It is not permissible for any student to submit the same material, with substantially the same style, structure or wording to instructors in two or more courses. Please read the Syracuse University Academic Integrity Policy at the end of this syllabus. Academic Accommodations for Students with Disabilities: Our community values diversity and seeks to promote meaningful access to educational opportunities for all students. Syracuse University and I are committed to your success and to supporting Section 504 of the Rehabilitation Act of 1973 as amended and the Americans with Disabilities Act (1990). This

means that in general no individual who is otherwise qualified shall be excluded from participation in, be denied benefits of, or be subjected to discrimination under any program or activity solely be reason of having a disability. If you believe that you need accommodations for a disability, please contact the Office of Disability Services (ODS) http.//disabilityservices. syr.edu located at 804 University Avenue, room 309, or call (315) 443-4498 for an appointment to discuss your needs and the process for requesting accommodations. ODS is responsible for coordinating disability-related accommodations and will issue students with documented disabilities Accommodation Authorization Letters, as appropriate. Since accommodations may require early planning and generally are not provided retroactively, please contact ODS as soon as possible. You are also welcome to contact me privately to discuss your academic needs although I cannot arrange for disability-related accommodations. Religious Observances: SUs religious observances policy can be found at: SUpolicies.syr.edu/emp_ben/religious_observance.htm SU recognizes the diversity of all faiths represented among the campus community and protects the rights of students, faculty and staff to observe religious holy days according to their tradition. Students will be provided an opportunity to make up any examination, study or work requirements that may be missed due to a religious observance provided they notify the instructor before the end of the second week of classes. Students who plan to observe a religious holiday this term must use the online notification process on MySlice, available only during the first two weeks of classes. Use of Student Work (FERPA): The professor will use academic work that you complete this semester for educational purposes in this course during the term. Your registration and continued enrollment constitute your permission. In addition, this professor may use academic work that you complete this term in subsequent semesters for educational purposes. Before using your work for that purpose, your professor is required to either get your written permission or render the work anonymous by removing all your personal identification.

Form: Prepare all written assignments as if they were going to be published. No handwritten work or drafts will be accepted. Unless otherwise specified, all writing assignments should be submitted on 8 x 11 inch paper; printed on one side of the page only; prepared in a 12 pt. type face (Times New Roman suggested); free of handwritten corrections; stapled. Timeliness: You are expected to meet all deadlines. Period. An assignment turned in one day late will be automatically graded down 25 percent; two days late, 50 percent. An assignment turned in after two days will not be accepted and you will lose credit for the assignment. When leaving materials in my mailbox, please keep in mind that I am generally on campus only Mondays/Tuesdays. Style: You will be expected to master the key elements of the Associated Press style, incorporating these elements in all of your written assignments. We will have weekly quizzes to test your knowledge. Final Exam: The Final Exam will center on the team press conference assignment and each student will receive three grades: 1.) a team grade for the overall preparation, delivery and content of the press conference; 2.) an individual grade for each students contribution and presentation of material in the panel discussion of the press conference; and 3.) an individual grade for writing a news story about another peer teams press conference. The press conference will take place on Monday, August 6, 2012, at a time to be announced. Exceptions: In extraordinary circumstances or where compassion dictates, exceptions may be considered to the policies above, on a case-by-case basis. Course Content: Writing Assignments: This class is designed to teach you how to write a variety of public relations communications, and you will be writing somethingsometimes more than one thing every day in class. Most of these assignments will be graded. Sometimes you will be asked to complete an assignment in class as part of your training to learn to write under the pressure of a deadlines. Other assignments will be due at the beginning of the next class. Lectures, text readings, handouts, critiques, my personal observations and advice will guide you as you explore many of the types of public relations communications vehicles that are common to all public relations professionals, regardless of the type of organization

you may find yourself working for after graduation. In the first week of the semester, we will be working on general assignments associated with news writing. During the remaining weeks of class, you will commence work on your major class projecta media kitfor a mock event, sponsored by a real company and a non-profit organization. Upon completion of the assignment, you will work with other team members to plan and execute a press conference for other PRL 604 students. Attendance: Attendance will be taken at the beginning of every class and is a contributing factor to your overall grade. If you are unable to attend a class, you must notify me either by phone or email before 8 am the morning of the class. Keep in mind the penalties for late assignments. Due to the amount of written work required in a short period of time, students are STRONGLY encouraged to take advantage of the Wednesday lab time. All students are required to attend the Wednesday lab session to take the AP Quiz, which will be given promptly at 8 a.m. each day. Using the remainder of the lab time is at the students discretion. Stylebook Quizzes: Open book quizzes will be given to test the students knowledge of the various degrees of reporting newsworthiness, along with specific sections of the AP Stylebook each week. The purpose of the quiz is three-fold: 1.) Regular quizzes make you comfortable with the organization and content of the Stylebook; 2.) Youll become familiar with the language, grammar and style issues you need to know as a professional public relations writer; and 3.) Youll develop better editing skills since youll have to search sentences to identify errors. These quizzes will be administered at the very beginning of the computer lab held each Wednesday morning at 8 am. While these are open book quizzes, it is your responsibility to bring your AP Stylebook with you. Sharing of books is not permitted. There are no make-ups for missed quizzes.

Mastering PRL 604: The core element of this class is writing, and there is a lot of it. To master this class, and learn a great deal about the art of public relations writing in the process, you will need to put all your energy and creativity into your writing. Believe me, the effort will be well worth it! Please consider the following tips: *Master key elements of AP Style early. No one memorizes the whole book, thats why its on your desk as an easy reference. But youll save yourself precious time and energy if you master the basics (numbers, abbreviations, titles, etc.) early. *Learn to write under pressure. This means managing your time, taming the butterflies and mastering basic form and style. It also means preparing your work environment so youre ready to go. *Learn to write concisely. Say what you need in as few words as possible. *Keep a separate thumb drive just for this class. You will often be given additional instruction or time in the lab to complete assignments. Save copies of all your work on this disc. This will help you if you decide to rewrite an assignment. *Economize your time. The hardest part of writing is getting started. If you cant think of a lead, write the middle first often times a lead will develop out of the body. *Fundamentals are important. Much of the writing we do in the public relations profession follows a certain content structure. Thats not to say that you cant be creative in developing your own writing style, but in the beginning of your writing career, its best to keep to the basics. *Dont let grading comments spook you, especially in the beginning. Writing in the real world must be 100 percent perfect. The messages and content must inform and often motivate an audience to action. There is no room for spelling, grammatical or punctuation errors.

Grading Criteria:

The final grading will be based on the accumulated number of points with 400 as the maximum. The percentage breakdown is as follows: *Written Assignments *Media Kit *Attendance and class participation *PRL 600 Essays *AP Stylebook Quizzes *Final Exam (Team Project) 35 percent, 140 pts. 10 percent, 40 pts. 10 percent, 40 pts. 10 percent, 40 pts. 10 percent, 40 pts. 25 percent, 100 pts.

Numerical Values of Grades: The following scale will be used: A AB+ B BC+ C CD F Grade Guidelines: 370-400 360-369 348-359 330-347 320-329 308-319 290-307 280-289 241-279 240 and below

A represents professional level workyour boss or client would accept this work. B represents good work, but in need of some editing or other improvements. C represents poor quality work, marking you as a novice in need of practice and refinement. Your boss would probably team you with a senior staff member to check all your writing. D represents unacceptable work, if employed, your performance review would indicate problem areas, possible probation, or even worse, termination. www.prsa.org www.wepr.org www.greatwriting.com www.prpoint.com www.instituteforpr.org

Useful Web sites:

Preliminary Course Schedule Please note: The semesters curriculum will include weekly AP Stylebook quizzes to to familiarize students with the rules of grammar, spelling and punctuation. In addition, students are required to attend PRL 600 Public Relations Principles and Practices taught by Prof. Bob Kucharavy on Tuesday evenings from 6 to 8 pm, and submit a one to two page essay on each weeks reading from This is PR: The Realities of Public Relations, and the ensuing class discussion on the topic. These essays will be due electronically to your professor and TA by 5 p.m. on Wednesday, the following day. Also, you will be contacted by your instructor via the class Blackboard prior to the first day of class with class readings and assignments due for class on July 3. Weeks Tuesday, 7/3 Topics ________________________________________ Intro. to PRL 604 & Orientation of Class; Review media kit assignment and press conference final exam. What is News? Soft vs. hard; News writing: structure of a news story; leads/conclusions, using quotes, writing from a speech/press conference/press release, writing for the web; Writing exercises; Present subject of individual media kits. Assignment for 7/9: Bring one question about news writing for guest speaker Professor Bob Lloyd. ***No Lab, but Essay due via email by 5 pm*** Guest Speaker: Professor Bob Lloyd. Why journalism matters, what is news and who decides? The effects of online news, why good writing matters, interviewing strategies; ethics/diversity; how public relations pros work best with reporters; Q&A; Writing exercises; Assignment for 7/10: Bring a news article to class and be prepared to discuss whether or not, and why a.) it is soft or hard news; b.) the key intended audience(s) c.) significance of the content; d.) what a follow-up story might focus on.

Wednesday, 7/4 Monday, 7/9

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Tuesday, 7/10

Discussion of news story assignment; Writing from press releases and speeches; Feature stories; Writing exercises. Reading assignment for 7/16: Bivins chapters 1, 3, 4, 6. Writing Assignment due 7/16: Feature story of SU person of interest. Writing Lab; Essay Due; AP Stylebook Quiz on A-F. Intro. to Writing for Public Relations: The PR Tools of the Tradepress releases, bios, backgrounders, fact sheets, blogs. Writing exercises; Reading assignment for 7/17: Bivins chapter 2; Writing assignment for 7/23: press release, company/organization CEO biographies, fact sheets, backgrounder. Guest speaker: Professor Brenda Wrigley Public Relations Ethics. Writing exercises; Reading assignment for 7/23: Bivins chapter 10. Writing Lab; Essay Due; AP Stylebook Quiz on G-L. Business Writing: memorandums, business letters. Media Relations: pitch letters, media lists, Introduction to Cision (Prof. Stein), media alerts. Select two events to become subjects of a press conference; form teams. Planning press conferences, instructions for week of 8/6 -7, including Final Exam. Writing exercises; Reading assignment for 7/24: Bivins chapter 11. Writing Assignment for 7/24: Media List, Pitch Letter for your event. Strategies for employing social media in public relations campaigns; Writing for social media; SEO, etiquette, when to blog, Twitter, YouTube, Facebook, etc. Case studies, including crisis communications presented by TAs. Guest Speaker: Kerri Ganci, St. Josephs Hospital. Writing exercises; Writing assignment for 7/30: Complete media kits for press conferences, create media alert and pitch letter for press conferences.

Wednesday, 7/11 Monday, 7/16

Tuesday, 7/17

Wednesday, 7/18 Monday, 7/23

Tuesday, 7/24

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Wednesday, 7/25 Monday, 7/30

Writing Lab; Essay Due; AP Stylebook Quiz on M-R. Preparations for press conferences, to be held on 8/6. Email pitch letter, electronic media kit, media advisory to students in Professor Steins class. First round of dress rehearsals. Writing exercises; Discussion: Organizing a Speech. Assignment for 7/31: bring an example of a crisis public relations issue to class, be prepared to discuss significance, audience implications. Assignment for 8/6: Press Conferences. Assignment for 8/7: Personal Speech My Favorite Thing. Final individual media kits; Second round of dress rehearsals, final preparations for press conferences. Writing exercises. Discussion: Crisis Communications. Writing Lab; Essay Due; AP Stylebook Quiz on S-Z. Press Conferences (mandatory attendance at all conference, including Prof. Steins class); Writing assignment(s) due 8/7: News story about peer press conference; Extra credit writing assignment: News story about peer press conference. Last day of class: wrap up of course, team and individual press conference evaluations due, collect final exam news stories; Class evaluations. My Favorite Thing Speech in class.

Tuesday, 7/31

Wednesday, 8/1 Monday, 8/6

Tuesday, 8/7

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SYRACUSE UNIVERSITY ACADEMIC INTEGRITY POLICY I. Preamble At Syracuse University, academic integrity is expected of every community member in all endeavors. Academic integrity includes a commitment to the values of honesty, trustworthiness, fairness, and respect. These values are essential to the overall success of an academic society. In addition, each member of the university community has a right to expect adherence to academic integrity from all other community members. An individuals academic dishonesty threatens and undermines the central mission of the university. It is unfair to other community members who do not cheat, because it devalues efforts to learn, to teach, and to conduct research. Academic dishonesty interferes with moral and intellectual development, and poisons the atmosphere of open and trusting intellectual discourse. While the policies and procedures in this document pertain in the main to students, it is also the policy of Syracuse University that all instructors, administrators, and staff shall adhere to academic integrity standards expected of academic professionals. This policy applies in all schools and colleges at Syracuse University, except as provided in section A, below. Syracuse University schools and colleges utilize a uniform approach to academic integrity to promote communication and awareness of policies and fairness and consistency in their application. There may be instances, however, in which it is legitimate for the faculty of a school or college to adopt a policy augmentation. Such an augmentation will be consistent with the university-wide approach. A disciplinespecific rationale for the augmentation is especially appropriate. A copy of any policy augmentation will be provided to the universitys Academic Integrity Office (AIO) and published as an appendix to the universitys academic integrity policies and procedures wherever they are published by the university and/or the schools/colleges. [ Section A applies on to the College of Law and is omitted here] Academic Integrity Expectations Academic integrity is violated by any dishonest act which is committed in an academic context including, but not restricted to the following: A. Use of Sources 1. Plagiarism is the use of someone else's language, ideas, information, or original material without acknowledging the source. a. Examples of plagiarism: i. Paper is downloaded from an Internet source and/or obtained from a paper mill. ii. Paper contains part or all of the writings of another person (including another student), without citation. iii. Paper contains passages that were cut and pasted from an Internet source, without citation. 2. While students are responsible for knowing how to quote from, paraphrase, and cite sources correctly, the ability to apply that information in all writing situations is an advanced literacy skill acquired over time through repeated practice. When a student has attempted to acknowledge sources but has not done so fully or completely, the instructor may determine that the issue is misuse of sources or bad writing, rather than plagiarism. Factors that may be relevant to the determination between misuse of sources and plagiarism include prior academic integrity education at II.

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Syracuse University and the program level of the student. Instructors are responsible for communicating their expectations regarding the use and citation of sources. B. Course Work and Research 1. The use or attempted use of unauthorized aids in examinations or other academic exercises submitted for evaluation; 2. Fabrication, falsification, or misrepresentation of data, results, sources for papers or reports; in clinical practice, as in reporting experiments, measurements, statistical analyses, tests, or other studies never performed; manipulating or altering data or other manifestations of research to achieve a desired result; selective reporting, including the deliberate suppression of conflicting or unwanted data; 3. Copying from another student's work; 4. Actions that destroy or alter the work of another student; 5. Unauthorized cooperation in completing assignments or examinations; 6. Submission of the same written work in more than one course without prior written approval from both instructors. C. Communications 1. Violating the confidentiality of an academic integrity investigation, resolution, or documentation; 2. Making a false report of academic dishonesty; 3. Dishonesty in requests for make-up exams, for extensions of deadlines for submitting papers, or in any other matter relating to a course. D. Representations and Materials Misuse 1. Falsification of records, reports, or documents associated with the educational process; 2. Misrepresentation of one's own or another's identity in an academic context; 3. Misrepresentation of material facts or circumstances in relation to examinations, papers, or other academic activities; 4. Sale of papers, essays, or research for fraudulent use; 5. Alteration or falsification of university records; 6. Unauthorized use of university academic facilities or equipment, including computer accounts and files; 7. Unauthorized recording, sale, purchase, or use of academic lectures, academic computer software, or other instructional materials; 8. Expropriation or abuse of ideas and preliminary data obtained during the process of editorial or peer review of work submitted to journals, or in proposals for funding by agency panels or by internal university committees; 9. Expropriation and/or inappropriate dissemination of personally-identifying human subject data; 10. Unauthorized removal, mutilation, or deliberate concealment of materials in university libraries, media, laboratories, or academic resource centers. III. Course-Specific Expectations A. The instructor of record is responsible for determining and communicating coursespecific academic integrity expectations. Instructors of record are responsible for stating course-specific expectations in writing, particularly those regarding use of sources and collaboration.

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B. Students are responsible for consulting their instructors for any clarification needed on academic integrity standards, including those set forth in this policy and those that are course-specific. C. Collusion is assisting or attempting to assist another in an act of academic dishonesty. Collusion is distinct from collaborative learning, which may be a valuable component of scholarly development. Acceptable levels of collaboration vary in different courses, and students are expected to consult with their instructor if they are uncertain whether their cooperative activities are acceptable. Portions of this policy are adapted from the following sources, with permission: Council of Writing Program Administrators. "Defining and Avoiding Plagiarism: WPA Statement on Best Policies." Council of Writing Program Administrators, January 2003. <http://www.wpacouncil.org/positions/index.html>.Howard, Rebecca Moore. "A Plagiarism Pentimento." Journal of Teaching Writing (Summer 1993). 233-245. Portions of this policy are based on the academic integrity policies of Boston College, Cornell University, Duke University, Georgetown University, the University of Maryland, and former policies of Syracuse Universitys School of Architecture, College of Arts and Sciences, L.C. Smith College of Engineering and Computer Science, School of Education, College of Human Services and Health Professions, School of Information Studies, Whitman School of Management, and College of Visual and Performing Arts.

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