COMSTRAT 383 Media Strategies and Techniques for Public Relations  Course Prerequisites: COM 210; COM 295 or 300, with C or better; certified major in Communications. Development of creative content for persuasive public relations campaigns through different media.
The core objective of this course is for students to exhibit proficiencies in various writing skills expected of a public relations professional across multiple industries from agency to nonprofit organization; healthcare to high-tech. The goal is that successful students will enter their internship and job search process in confidence with the ability to showcase their newfound skills, speak intelligently about strategy and tactical aspects of the field and illustrate job preparedness through writing samples and portfolio-worthy work.
No specific textbook is required for this course. Students are given specific reading assignments attached to each topic area. Most are articles, blog posts or resource documents created by industry experts.
Fall 2017 Update
Rebecca Cooney is not assigned to teach COMSTRAT 383 in fall 2017. Check back later for future course offerings.
mCourse Status (Writing in the Major)
383 meets all criteria and expectations set forth by the Writing in the Major Program including volume, length and types of writing assignments, evaluation criteria, student learning outcomes and revision options. This course also supports efforts for the Junior Writing Portfolio with curriculum and assignments designed specifically to meet requirements. The Writing Portfolio is a two-part, mid-career diagnostic to determine if your writing abilities are ready to handle the challenges of your Writing-in-the-Major (M) Courses and other upper-division courses that assign writing. Learn more about (M) course designation and the Writing in the Major Program.
Skills Learned in 383
PR in a digital world
PR as a profession – roles, agency types
New technology for PR practitioners
Digital media – online newsroom, social media, blogs, website management, webcasts, podcasts
Message optimization for digital metrics – SEO, keywords, KPIs
Intro to PR Campaigns – purpose, considerations and components
Writing for PR
PR Writing Fundamentals – 5Ws, Audience-centric PR
Situational Analysis – client research, market needs
Customer decision making process (awareness, consideration, purchase, loyalty, advocacy)
Social PR and Storytelling
Digital Press Kit - press releases, company one sheets, fact sheets, talking points
Messaging and Value Proposition
Branding and positioning
Digital Media Relations
Reputation and Incident Management
Integrated marketing communication
Communication campaign models – drip messaging, CRM, event
“I enjoyed learning about the blog strategies and how to implement campaigns. I learned a lot from this class and it will definitely help towards my future in PR.”- former 383 student