Learning Objectives
- Apply the RACE formula (Research, Analysis, Communication and Evaluation) to structure public relations writing
- Use correct grammar and sentence structure
- Demonstrate effective writing and storytelling techniques including attention-getting leads, smooth paragraph transitions, short sentences and paragraphs, active voice, effective endings and integrating common search terms (SEO) to help boost the search ranking of content in the digital space
- Recognize and distinguish between different public relations writing styles, including informative and persuasive writing
- Use principles of rhetoric to frame a persuasive argument including audience analysis, source credibility, timing, and context
- Effectively analyze audience in order to create content that resonates, uses appropriate voice, language and jargon, and utilizes appropriate channels
- Identify and integrate credible primary and secondary research sources using recognized citation formats and fact checking
- Synthesize complex information into clear and concise written content
- Analyze and summarize data for short copy applications and content platforms that emphasize brevity
- Demonstrate the ethical boundaries of persuasion and differentiate between propaganda, misinformation, fake news, and harmful speech
- Describe and/or apply strategies to establish and maintain positive and professional client relationships that lead to client loyalty
- Develop content, plans and strategies that are diverse, equitable, inclusive and are respectful of a diverse range of thoughts, perspectives, experiences and identities (including Indigenous communities, race, gender, class, sexuality, religion, ability etc.)
