- A.A. 2018/2019
- CFU 8
- Ore 40
- Classe di laurea L-20
Language: The course is meant for students with an intermediate level of proficiency of the English language (CEFR: B1-B2).
ICT: The course is technology-enhanced; students need to be computer-literate and have a working e-mail address.
This course is designed to help communication and public relations students become proficient writers to connect with diverse audiences.
With successful completion of this course, students will be able to:
- Understand the evolution of English-language communication in business and public relations. - Be familiar with ongoing and evolving innovations in social media and changes in traditional media, as well as ethical and legal issues impacting the public relations industry worldwide. - Develop awareness and greater sensitivities in writing content and selecting visual imagery for local, regional, and global audiences, as well as multicultural communities. - Craft story ideas for multiple platforms and structure content into a logical format to communicate clear messages and facts. - Edit documents for consistency of style, proper grammar and punctuation, redundancies, and clarity. - Analyze the scope of written public relations tools and techniques to effectively reach the media.
This course focuses on writing for public relations and combines intercultural communication, international public relations, and effective public relations writing techniques for today's global arena.
Contents will include the following themes: 1) Going global in public relations; 2) Developing Intercultural Communication skills and sensitivities; 3) Honing English writing skills for global audiences; 4) Generating and managing news worldwide; 5) Connecting online and using external communication tools globally; 6) Writing international plans, reports, and business correspondence.
Part One: Going Global in Public Relations traces the evolution of English and its current status as the lingua franca of business; looks at the world's language landscape and variations of English; examines the impact of globalism on the public relations industry and international career opportunities; and addresses the changes in social media and traditional media, as well as ethical and legal issues affecting public relations writers worldwide.
Part Two: Developing Intercultural Communication Skills and Sensitivities examines intercultural theories to help public relations practitioners navigate within a global marketplace; addresses nonverbal interpretations relevant to public relations writers when selecting visual imagery; and describes storytelling approaches that are relevant to contemporary public relations writers communicating with diverse audiences locally or worldwide on multiple platforms.
Part Three: Honing English Writing Skills for Global Audiences reviews writing basics and covers variations in English standards and English-language stylebooks worldwide; presents techniques for improving grammar and punctuation; outlines editing skills for greater cultural clarity and preferred terms for gender, race, age, and sexual orientation; and reviews translation issues and proofreading techniques for public relations materials.
Part Four: Generating and Managing News Worldwide focuses on writing tools for communicating with journalists; explains how to write news releases for traditional and digital media; illustrates different types of media kits and online newsrooms for global audiences; and focuses also on writing tools for media events, press visits, and opinion pieces that are used by public relations practitioners to generate coverage in global and "glocal" media outlets.
Part Five: Connecting Online and Using External Communication Tools Globally examines writing techniques for blogs, microblogs, and social networking sites; covers writing for the ear and eye to craft speeches and video scripts; and outlines controlled content options for writers, including corporate-produced magazines and newsletters, branded online newsrooms, brochures and posters, and advertorials and native advertising.
Part Six: Writing International Plans, Reports, and Business Correspondence explains how to prepare, compose, and present public relations plans on a local, regional, or global scale to clients or in-house decision makers; and outlines how to prepare various types of business correspondence, meeting agendas and minutes, and activity and monitoring reports, as well as addresses cultural considerations and levels of formality.
- 1. (A) Arhlene A. Flowers Global Writing for Public Relations: Connecting in English with Stakeholders and Publics Worldwide Routledge, London/New York, 2016 » Pagine/Capitoli: 978-0415748841
- 2. (C) Raymond Murphy English grammar in use - 4th Edition Cambridge University Press, Cambridge, 2012
- 3. (C) Michael McCarthy, Felicity O'Dell English collocations in use - Intermediate Cambridge University Press, Cambridge, 2005
Students are encouraged to use an electronic portfolio to provide evidence of learning. An e-portfolio provides a means of collecting, documenting, reflecting on, and sharing various experiences and texts (written, visual, multimedia, etc.). It would, at a minimum, be a record of the coursebook activities and projects attempted, responses to any differences between their "answers" to activities and the comments provided, and feedback and reflection on the projects carried out. But it could include any other examples of texts which students came across which they can relate, through commentary, to the theories in the textbook and which may be shared with other students. It might also contain general reflection on their responses to the coursebook and what they find most useful and interesting, or contentious. Through an e-portfolio students will create their own personal learning space for the course.
Teaching and learning is organized according to ILV methodology (Information / Laboratory / Verification), which provides informative moments, followed by analysis and reconstruction workshops that allow students to turn theory into practice, and develop reflective thinking on their own learning processes and products.
A mix of the following teaching techniques will be used:
- Group work
- Individual research
The course is available for students attending classes in the classroom or at a distance: they will refer to the same course program and assessment method.