University of Louisiana at Lafayette Department of Communication

CMCN 321
Writing for
Public Relations
Day: Tuesdays & Thursdays
Time: 11:00 am - 12:15 pm
Location: Burke Hawthorne 250

SPRING 2020 SECTION: 42535 - 001

Course Description Dr. Phillip Arceneaux

This course will cover theory and practice writing in different formats Dr. Arceneaux earned a
for publics and mass media including application of AP style and Ph.D. from the University
portfolio development. The course aims to expose students to the of Florida with interests in
basics of clear, concise writing for a variety of business communication
international communica-
applications with an emphasis on the role of the public relations
tion, specifically public
professional. Students will learn to identify audiences, write from a
and digital diplomacy. His
receiver-based standpoint, and will be introduced to forms of public
relations writing such as: news releases, feature stories, fact sheets, scholarly interests include
blogs, pitch letters, memoranda, advertising and advertorials, political public relations,
newsletters, brochures, social media writings and proposals. international relations,
international law, and
COURSE OBJECTIVES cybersecurity. He received
CMCN 321 is a writing course for the undergraduate major in public his bachelor’s at LSU and
relations. As such, the course aims to: his master ’s at the UL-Lafayette. Dr.
• Build on the concepts learned in CMCN 320: Principles of Public Arceneaux’s work experience spans strategic
Relations. communications in academics, professional
• Emphasize the importance of writing in the public relations athletics, and government, including the U.S.
profession. Naval Academy, U.S. Department of State,
• Review the writing process and develop/fine-tune writing skills. and Central Intelligence Agency.
• Introduce the various types of writings used in public relations.
Email: phillip.arceneaux@louisiana.edu
• Evaluate the various channels used to disseminate messages.
• Apply textbook and classroom discussions to “real world” public Twitter: @phil_arceneaux
relations situations LinkedIn: /philliparceneaux/
• Develop a professional portfolio of writing works.
Office: Wharton Hall 327
CMCN 321: Writing for Public Relations

Required Course Textbooks:

Title: Becoming a Public Relations Writer: A
Writing Workbook for Emerging & Established
Media (4th Edition)
Author: Ronald D. Smith
ISBN-13: 978-0415893428

Title: 2019 AP Stylebook (Print Edition)

Authors: Associated Press
ISBN: 978-0-917360-68-8

There is no such thing as a “freebie” when it comes to absences or being late. If you
Absences & have missed an in class assignment, you will receive a zero. Please note that all
assignments are uploaded online, but some are due by the posted date and time. All
Late Policy times are in the current time zone of UL Lafayette (i.e. Central). Late work is not
accepted. If you have an excused absence, you may make arrangements to turn in
your work early. In the case of an emergency, late work may be accepted with documentation of the
extenuating circumstance. Religious holiday conflicts with class should be submitted by the
third week of class. Excused absences are as follows: University Sponsored Events with at least 1 week
prior notice and documentation; Medical/Emotional/ Family Emergencies with appropriate
documentation and communication. All emergency absence documentation is due within two weeks
of your return to class. Make up assignments will not be given until documentation is received.

Respect is an absolute requirement for this course. Participation is

essential to the learning process and reflects a percentage of the course grade. In
order to give everyone the opportunity for maximum participation, a safe
respectful environment must exist in the class for all opinions and perspectives.
At no time should there be any use of profanity, disrespectful slurs, or aggressive
volume used in the discussions. This applies to course guests and students.
Surfing the Internet, playing games, and blogging are all disrespectful when done
during a presentation or lecture. We are all here to learn, and should therefore
vow to listen, process, and then respectfully respond to the statements made.
CMCN 321: Writing for Public Relations

Course Grading Breakdown

• Attendance/Class Participation: 26 class meetings X 10 points each = 260 points
• In-Class Writing Assignments: 14 assignments X 10 points each = 140 points
• Out-of-Class Writing Assignments: 12 assignments X 30 points each = 360 points
• Peer-Reviews / Critiques 12 peer-reviews X 20 points each = 240 points

1,000 TOTAL POINTS POSSIBLE IN THE CLASS

*All assignments are for credit towards a college level course. Submissions should be of college level
quality. All homework and class assignments should be coherent and presentable. Please check grammar,
punctuations, and tone prior to submission. First and last names should be listed on all submissions (no
nicknames). If having extreme difficulties submitting materials in Moodle, please reach out to the
instructor for assistance.

1,000 - 900 = A 899 - 800 = B 799 - 700 = C 699 - 600 = D 599 - 0 = F

Assignment Descriptions
• Attendance / Class Participation: Students are expected to actively
participate in and productively contribute to class discussions. The goal of
your participation grade is to foster a comfortable learning environment
for everyone by encouraging relevant discussion and discouraging
disruption. If you are not present in class, you will not be able to earn
in-class participation points. Consideration may be given for students
turning in graded assignments and non-graded work in a timely fashion
and in a professional manner.

• In-Class Writing Assignments: Writing is a skill, and like any other skills you
only way to get better is through practice, practice, and then more practice. So,
students will have an in-class writing assignment at the beginning of every Tuesday
meeting. Writing prompts will not be shared before hand (so don’t bother asking)
and you will writing for anywhere from 5-20 minutes.
CMCN 321: Writing for Public Relations

Assignment Descriptions, Cont’d

• Out-of-Class Assignments: Students will write 12 major pieces over the course of the semester. These
include a 1) resume and cover letter, 2) email, 3) article edit, 4) report, 5) fact sheet, 6) news release,
7) feature story, 8) radio copy, 9) webpage, 10) blog post, 11) social media toolkit, 12) newsletter entry.

Public relations practitioners and communication experts MUST be able to make deadlines – this is a
requirement of the profession. If you are unable to meet deadlines (often under pressure) then, you may want
to rethink public relations as a profession. Unless otherwise noted, all assignments should printed and turned
in before the deadline, i.e. at class time. An assignment turned in after that time will be considered late. Late
assignments will receive a grade of zero.

Inform your instructor if an emergency prevents you from turning in an assignment on time. Exceptions may
be made on a case by case basis IF a physician’s note or other evidence of an emergency occurring is presented
within 48 hours of the assignment deadline. Any accepted late assignments will receive a minus 10% penalty
for each subsequent day they are late. If you do not contact your instructor about your missed assignment, a
grade of zero will be assigned.

• Peer Reviews / Critiques: It is the job of every PR and communication professional to not only write, but
also read, review, and critique the writing of their colleagues. Therefore, all major out-of-class assignments
will also be reviewed by your peers to provide valuable and constructive feedback. Many an office relation-
ship has been ruined by unhealthy critiquing culture, hence the goal of this assignment is to not only learn
how to give quality feedback that enhances the product, but also doing so in a way that facilitates a
healthy work environment.

• Extra Credit: Extra Credit: To receive extra credit a student must significantly impress the instructor as a
courtesy for the additional grading to his or her workload. As one
learns in public relations, good relationships are based on credibility
and authenticity, and one of the strongest ways to achieve this is
through community engagement and community service. If you want
to earn extra credit this semester, you must participate in community
service, ideally a minimum of 10 hours that can spread out over the
course of the semester. This is just a proposed list, you can volunteer
in any formal setting that you like as long as I clear it before the
service takes place. For more ideas, you can visit the UL Lafayette
Office of Community Service, including their Volunteer Opportunities
page.
CMCN 321: Writing for Public Relations
Academic Honor Code
UL Lafayette strives to create a
community of thought leaders and
innovators in an environment which
fosters a desire to advance and
disseminate knowledge. We support the
mission of the University by actualizing
our core values: 1) Equity; 2) Integrity;
3) Intellectual Curiosity; 4) Creativity;
5) Tradition; 6) Transparency;
7) Respect; 8) Collaboration; 9) Pluralism;
10) Sustainability.
Cheating is the term broadly used to describe all acts of
dishonesty committed in taking tests or examinations and
in preparing assignments. Cheating
includes such practices as gaining help
from another person or using
unauthorized notes when taking a test,
relying on a calculator if such an aid has
been forbidden, and preparing an
assignment in consultation with another
person when the instructor expects the
work to be done independently. Cheating
occurs when a student makes use of any
unauthorized aids or materials. Furthermore, any student
who provides unauthorized assistance in academic work is
also guilty of cheating.

Academic Integrity Violations:
The University holds that all work for which a student
will receive a grade or credit shall be an original
contribution or shall be properly documented to
indicate sources. Abrogation of this principle entails
dishonesty, defeats the purpose of instruction, and
undermines the high goals of the University.
Cheating in any form will not be tolerated. Students
shall be assumed to know the acceptable methods
and techniques for proper documentation of sources
and to avoid cheating and plagiarism in all work
submitted for credit, whether prepared in or out of
class.
Plagiarism occurs when a student claims originality for
the ideas or words of another person, when the student
presents as a new and original idea or product anything
which in fact is derived from an existing work, or when the
student makes use of any work or production already cre-
ated by someone else without giving credit to the source.
Plagiarism is the use of unacknowledged materials in the
preparation of assignments. The student must take care
to avoid plagiarism in research or term papers.
For More Information:
Visit: https://studentrights.louisiana.edu/student-conduct/
code-conduct#sanctions

1. Class will be fun. Students will look forward to the class and the assignments.
Teacher - Student 2. Everything will be useful and have a purpose. I promise not to assign any busy work.
Agreement 3. Participation is required. You do not have to talk the most, but I expect active
listeners and participation.
4. Mature and respectful behavior is expected. This includes ARRIVING ON TIME.
5. Electronics are allowed for CLASS SPECIFIC PURPOSES ONLY.
6. I am here to help, but I expect you to check the syllabus and Moodle before asking
assignments/grade questions.

Students with disabilities must complete a confidential registration process through

ADA ODS (separate from admissions). They must first be admitted to the University with a
ULID number. The Request Accommodations link is for NEW ODS students. If you are
Statement already registered with ODS, you can access your accommodations by using Manage
Accommodations.
CMCN 321: Writing for Public Relations

Academic Resources
• The Academic Support Center: The Academic Success Center (ASC) counselors and staff
assist you in making a successful transition into the University of Louisiana at Lafayette. We're also
a great resource for students who are looking for tutoring, advising, and information about
changing majors. Located at the heart of the campus in Lee Hall, the Academic Success Center is
your best resource for academic support services. Appointments are not necessary to see an
academic counselor.

• Dupré Library: Explore our resources or take a break to sip a coffee in Jazzman's Café & Bakery. Feel free to use one
of our 200+ computers, or learn about the library's resources in our SMART classroom.

• The Writing Center: Students, tutors, and teachers form the Writing Center community and create a comfortable
and relaxed atmosphere in which writers work with other writers. Visitors to the center are encouraged to discuss
their writing. The Center’s staff assists its clients at any stage of the writing process. The Center welcomes students
from all disciplines and offers resources for those writing in English as a second language. The Writing Center is located
in HL Griffin Hall, Room 107. Fall and Spring Hours: Monday through Thursday 8 a.m. - 5 p.m.; and Friday 8 a.m. - 2
p.m. Dupre Library Satellite Station: Monday through Wednesday 6 p.m. to 9 p.m.

Health & Wellness Resources

• Office of Student Health Services: Student Health Services, under the Student Affairs umbrella, is aimed at
enhancing your learning experience on campus. Take advantage of what we have to offer. We invite you to explore
our website to learn about our services and costs, stop by our clinic in O.K. Allen Hall, Saucier Wellness Center, at 220
Hebrard Boulevard, or call us at (337) 482-1293 if you have any questions or concerns.

• Saucier Wellness Center Clinic: We are open for business Monday-Thursday from 7:30 am- 4:45 pm and on Fri-
days from 7:30 am-12:15 pm, whenever the university administrative offices are open, including semester breaks. Reg-
ular Semester Appointment Hours (hours when doctors and nurse practitioners are available): Monday and Wednes-
day 7:45 am - 3:45 pm; Tuesday 8:30 am - 3:45 pm (Staff meeting 7:30 am - 8:30 am); Thursday 8:30 am- 3:45 pm
(Clinician meeting 7:30 am - 8:30 am); Friday 7:45 am - 10:45 am. Nurse Triage (you will be seen by a nurse, but not
necessarily by a doctor or nurse practitioner if appointments are already booked for the day): Monday and Wednes-
day 7:45 am - 4:00 pm; Tuesday 8:30 am - 4:00 pm (Staff meeting 7:30 am - 8:30 am); Thursday 8:30 am- 4:00 pm
(Clinician meeting 7:30 am - 8:30 am); Friday 7:45 am - 11:30 am. Semester Break Appointment Hours (when classes
are not in session, but the university administrative offices are open): Monday-Thursday 12 pm - 3:45 pm; Friday
7:45 am - 10:45 am. If you need assistance when the clinic is closed, call University Police at 482-6447 or seek care at
a local Walk In Clinic or Emergency Room.

Counselling & Testing Center: The Center provides personal coun-

seling, crisis intervention, and short-term psychotherapy for individuals,
couples, and groups. The Center offers an unlimited number of sessions,
FREE-of-charge to University students, faculty, and staff. Consultation
services and workshops are available to student groups, faculty, and staff.
The Counseling Center is located within the Saucier Wellness Center, OK
Allen Hall. Office Hours: Mon-Thu 7:30am – 5pm; Fri 7:30am - 12:30pm.
Emergencies: contact University Police at (337) 482-6447.
CMCN 321: Writing for Public Relations

Title IX Statement
UL Lafayette is committed to fostering an environment in which all
members of our campus community are safe, secure, and free from Sexual
Misconduct of any form, including but not limited to Sexual
Assault, Dating Violence, Domestic Violence, and Stalking. The University
expects that all interpersonal relationships and interactions – especially
those of an intimate nature – be grounded upon mutual respect, open
communication, and clear Consent. Each student has the right to learn
and each employee has the right to work in an environment free
of Prohibited Sexual Conduct.

“No person in the United States shall, on the basis of sex, be excluded from participation in, be denied
the benefits of, or be subject to discrimination under any educational program or activity receiving Feder-
al financial assistance.”

Title IX of the Educational Amendments of 1972 to the 1964 Civil Rights Act

Memes of Wisdom for this Semester