COMSTRAT 383 Media Strategies and Techniques for Public Relations [3] 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.

Required Readings

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.

Course Resources for Students

Course blog (  assignments, schedule, related materials)

Blackboard Learn: grades and dropboxes for assignments

myWSU: Roster and enrollment status, midterm grades, final grades



Rebecca L. Cooney MSC
Clinical Assistant Professor

Director, Online MA StratComm
Research Associate, NaPDI
Faculty Advisor, PRSSA

Office: GOERTZ 205
Office Hours: 12-1p M, T, TR, F
Phone: (509) 335-3911

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

Client engagement

New technology for PR practitioners

Digital communications

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 Journalism

Digital Press Kit - press releases, company one sheets, fact sheets, talking points

Messaging and Value Proposition

Branding and positioning

Digital Media Relations

List management


Editorial Calendar

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

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