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Made to Stick

Made to Stick

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Published by: api-3174607 on Jan 04, 2009
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advanced public relations
Week 1 - 2
Sticky messages; feature article
Week 3 - 6
Social media
Week 7
Sponsorships & Nonprofit Communications
Week 8
Investor relations
Week 9 - 10
Speeches & Presentations
Portfolio Review & Final
Mini reviews; final portfolio
: Kelli Matthews
: 215C Allen (Deb Merskin’s Office)
Office Hours
: noon - 1:30 Tue/Thu or by appointment
Course packet available via: www.universityreaders.com.
Once you order the book with an e-check or creditcard, you’ll have access to immediate PDF downloadsof initial reading material. The packet is deliveredpriority mail - 1-3 business days. This reading packet isdesigned to be a reference book for you to usethroughout the term. We do not do much book work inthis class, but you’re expected to know and understandthe contents of the text. I’ve put together chapters andresources that I use for reference when writing a plan.Made to Stickby Chip & Dan HeathAvailable via Amazon
Course Description
Advanced PR Writing is the newest course in the publicrelations sequence. In this class, you will need to relyon that basic knowledge from PR Writing and expandyour skills to think strategically, and communicatepersuasively.
Course Prerequisites
J350 Public Relations Principles, J440 PublicRelations Writing
Work of the Course
The assignments in this course were created toapproximate the nature of tactics that you might beresponsible for executing with three to five years ofexperience in public relations. I expect you to think asa professional and stretch yourself to write andproduce as a professional.
My objectives for the course:
Apply theories from J350: Public RelationsPrinciples to write strategically for definedoutcomesBuild on the foundation from J440: PublicRelations Writing by using an appropriate voice andstyle for publicsAdvance technical skills developed in J440, payingspecial attention to strong verbs, brevity andcolorful languageExecute specialized forms of writing for a portfolio,such as new media and presentationsDevelop an understanding of direct-to-consumercommunications in several contexts, including non-profit and corporate environments
My Expectations
You will be expected to think, to be creative, to managemultiple deadlines and to pay attention to detail. Ifsomething is unclear – come see me. If you want tobrainstorm ideas – come see me. I’ve designed thisclass, and the assignments, to reflect the nature ofwork that you’ll find in many agencies.
Grading Criteria
To ensure a consistent, clear grading policy, I will use thefollowing grading scale, which is based on content, inaddition to the number and severity of the edits I maketo your documents.
Basic Edit Examples
Spelling error, fragment, missing period, factual error,poor content
 Advanced Edit Examples
Wordiness, passive voice, AP style, lack of strategicthinking, poor framing, organizational problems, commaplacement, not following class format, lack of parallelstructureI will accept passive voice when I cannot improve yoursentences by using active voice.
  A (4.0 or 90-100): Excellent
You can make between zero and three advanced edits.Your work exhibits excellent comprehension andperformance. The material is ready for publication andshows outstanding scholarship, mastery of facts,narrative flow, writing and news judgment.
B (3.0 or 80-89): Above Average
You can make four to seven advanced edits. Your workdoes not have basic errors. It exhibits goodcomprehension and performance. The material is writtenwell. It shows mastery of the subject and goodscholarship, but you need to make minor changes beforepublication.
C (2.0 or 70-79): Meets Minimum Standards
You can make eight to 11 edits (basic, advanced or both).If the work has a basic edit, it starts at a C. In the realworld, a major edit jeopardizes a quick promotion and ifcaught by a client, it would damage the organization-client relationship. Firms have lost clients because ofspelling errors.
D (1.0 or 60-69): Does Not Meet Standards
You would need to make 12-15 edits (basic, advanced orboth). If the work has at least two basic edits, it starts ata D. The work exhibits borderline comprehension andperformance.
F (0.0 or 59 or below): Unacceptable
You need to make at least 16 edits (basic, advanced orboth). The work demonstrates unsatisfactorycomprehension and performance.
The Assignments
You will complete seven major assignments, most withmultiple components. Each assignment is due theTuesday after the week it’s assigned.Graduate students will be expected to complete 3additional writing assignments as determined by theirinterests and will be added onto one of the topic unitslisted.Grading Criteria: Each assignment grade is taken as a rawscore and the point value is assigned based on thecomplexity (assignments with more components have ahigher point value). *Many assignments must besubmitted with a “creative brief” (example attached).All assignments are eligible for a revision. The final gradewill be determined by averaging your first and secondversions.

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