A successful PR-professional must have the skill to communicate ideas, information and emotions both in oral speech and on paper. The Text Theory course is intended to blend practical learning with academic underpinning and provides the theoretical basis for public relations writing practice. Students learn fundamentals of writing texts belonging to different PR genres. The assignments give students an opportunity to write the texts the PR professional is likely to deal with — writing for the traditional and social media, writing letters, reports, etc.
Hours of lecture
Hours of discussion
Hours of independent study
Total numbers of hours
Please note that the time spent on independent study exceeds hours of lecture and discussion.
The course will cover the following topics:
Text as a communicative unit (4 hours)
definition and methods of investigation
Structure and semantics of the text (6 hours)
semantics categories of the text
structure and functional elements of PR texts
types of texts in corporate and marketing communications
Classification of PR texts (10 hours)
information density and compression of information in relation to text genres
media, news and official communication texts
informational sponsorship/ partnership
corporate media texts in a crisis
marketing media texts
Aronson Merry, Spetner Don, Ames Carol (2010) The Public Relations Writer’s Handbook. The Digital Age. Jossey-Bass.
Wilcox Dennis L., Reber Brian H. (2012) Public Relations Writing and Media Techniques. 7th ed. Pearson, New York