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Syllabus
COMM 230W: Writing for Media
COMM 230W: Writing for Media (3 credits): The application of creativity to the practical concerns of narrative script and radio/television spot writing.
This course is an introduction to writing for various kinds of mass communication media. Students will practice writing public relations news releases, public information announcements, print, television and radio advertisements, as well as news stories and editorials. Students will be given weekly writing assignments, some of which will be re-writes of earlier submissions. In-class exercises will include various writing exercises designed to get students more comfortable with writing for media. Prerequisite: ENGL 015 and ENGL 202.
Overview | Objectives | Materials | Library Resources | Technical Requirements and Help | Course Requirements and Grading | Course Schedule | Academic Integrity | Student Success and Support Resources | Additional Policies
Overview
Through weeks of writing, reading, and enthusiastic online discussion, our class will establish a basic understanding of how to apply strategic communications to help meet public relations goals.
COMM 230W is designed to serve as a broad overview of writing styles, techniques and approaches for an individual interested in a career in various communications fields falling under the large umbrella of strategic communications.
We are going to wade into the shallow end of an enormously broad communications pool and explore the wide opportunities to do many different styles of writing and communications planning. Any one of the subject areas we will learn something about—speechwriting, opinion page writing, news release writing, news story writing, performance training, crisis communications, social media—could all be studied in-depth on their own.
Hopefully, learning something about so many different kinds of communications options will spur those taking COMM 230W to seek more in-depth knowledge down the road in areas of specific interest.
People build entire careers around many of these different communications areas. A professional speechwriter can make a lucrative career toiling anonymously for corporate executives, for instance. Someone who can stage large-scale media events for clients willing to pay well to make sure every detail is taken care of just right may be in high demand in certain media markets.
At the same time, it is important to realize there are major changes going on in journalism and public relations and related communications fields. Traditional newspaper, magazine, and broadcast jobs are being eliminated or evolving and new opportunities are opening up for those ready to seize the moment.
Being a good writer—having the ability to tell compelling stories quickly and accurately—coupled with a strong understanding how to put those stories in front of many people will always be valued no matter what journalism and public relations looks like five or 10 years down the road.
During the four months we work together on COMM 230W, we will learn the basics of a dozen or so approaches to strategic communications. We will also explore tools that media professionals use to make decisions with impact.
We will learn about the differences between old-school approaches to strategic communications, such as earned and paid media, and new school techniques—owned and personal media. We will also learn to identify how to mix the four approaches in the 21st century for the best results.
Course Objectives
- Exhibit competent use of grammar and language. Students will be able to convey details accurately.
- Write persuasively using op-ed articles, speeches, press releases and other writing approaches to generate public interest in a topic or issue.
- Identify a communications problem or goal, select specific or multiple options to address the need, employ a variety of tactics and approaches, and then evaluate the success or develop additional alternatives if needed.
- Distinguish the fundamental writing approaches employed for strategic communications including press (news) releases, pitch letters, opinion columns, and speechwriting.
- Formulate a plan for working with the news media and other information providers to support a client or achieve communications goals.
- Sketch a plan for staging a press conference or media event, and know how to prep a client for stepping in front of the news media.
- Assess the best approach to pitch an idea to the media for news coverage or attention and to make the case for public support.
- Design a strategy for employing various social media platforms as part of an overall communications plan.
- Explain the concept of a personal brand, the importance of being aware of your own brand, and how to purposefully support your career goals.
Required Course Materials
Most World Campus courses require that students purchase materials (e.g., textbooks, specific software, etc.). To learn about how to order materials, please see the Course Materials page. You should check LionPATH approximately 3–4 weeks before the course begins for a list of required materials.
Library Resources
Many of the University Libraries resources can be utilized from a distance. Through the Libraries website, you can
- access magazine, journal, and newspaper articles online using library databases;
- borrow materials and have them delivered to your doorstep—or even your desktop;
- get research help via email, chat, or phone using the Ask a Librarian service; and
- much more.
You must have an active Penn State Access Account to take full advantage of the Libraries' resources and service. The Off-Campus Users page has additional information about these free services.
Technical Requirements and Help
One of the benefits of being a registered Penn State student is that you are eligible to receive educational discounts on many software titles. If you are interested in learning more about purchasing software through our affiliate vendor, please visit the Technology and Software page.
| Operating System | Canvas, Penn State's Learning Management System (LMS), supports most recent versions of Microsoft Windows and Apple Mac operating systems. To determine if your operating system is supported, please review Canvas' computer specifications. |
|---|---|
| Browser | Canvas supports the last two versions of every major browser release. It is highly recommended that you update to the newest version of whatever browser you are using. Note: Cookies must be enabled, and pop-up blockers should be configured to permit new windows from Penn State websites. |
| Additional Canvas Requirements | For a list of software, hardware, and computer settings specifically required by the Canvas LMS, please review Canvas' computer specifications. |
| Additional Software | All Penn State students have access to Microsoft Office 365, including Microsoft Office applications such as Word, Excel, and PowerPoint. |
| Hardware | Monitor: Monitor capable of at least 1024 x 768 resolution |
| Mobile Device (optional) | The Canvas mobile app is available for versions of iOS and Android. To determine if your device is capable of using the Canvas Mobile App, please review the Canvas Mobile App Requirements. |
| Help | If you need technical assistance at any point during the course, please contact the Service Desk. |
Student Education Experience Questionnaire (SEEQ)
During the semester you will receive information about completing the Student Education Experience Questionnaire (SEEQ). Your participation is an opportunity to provide anonymous feedback on your learning experience. Your feedback is important because it allows us to understand your experience in this course and make changes to improve the learning experiences of future students. Please monitor email and course communications for links and availability dates.
Course Requirements and Grading
Assessment Strategy
| Assessment | Points | Total | % of Grade | Where |
|---|---|---|---|---|
| Discussions | 9 @ 10 points | 90 points | 12% | Lessons 1, 3, 5, 7, 9, 11, 13, 15 |
| Skill Assignments | 7 @ 50 points | 350 points | 47% | Lessons 2, 4, 6, 8, 10, 12, 14 |
| AP Style Quizzes | 5 @ 22 points | 110 points | 15% | Lessons 2, 5, 8, 11, 14 |
| Midterm Exam | 1 @ 100 points | 100 points | 13% | Lesson 7 |
| Final Exam | 1 @ 100 points | 100 points | 13% | Lesson 15 |
| Total | 750 | 100% |
Guidelines for Online Discussions
Each week, we will discuss ideas and issues related to writing for the media. Answers must be 200–400 words long. Once all class members have answered the questions, you are required to read everyone else’s answers and comment on the two most interesting ones. Responses must be 100–200 words, drawing on a mix of class material and your personal experiences.
Guidelines for Written Work
Few people are born writers. Writing takes practice and hard work. Media professionals must be able to present ideas in a clear, concise manner that meets the demands of the communication channel. Your written work should conform to the accepted standards of professionalism in the field. It must:
- be typed and double-spaced, in 12-point font.
- follow guidelines of the Associated Press Stylebook.
- utilize correct grammar, spelling and punctuation.
- be clear and well structured, demonstrating sound logic.
- demonstrate that you read the materials and understand them.
- be free of factual errors.
You will lose points for errors in any of the above areas.
Deadlines
Meeting deadlines is vital to your success as a student and as a media professional. Assignments and Exams are due on their designated dates. Late assignments will be docked 50% per day. Refer to the class schedule for due dates.
It is your responsibility to make sure that you have posted assignments correctly to the course website. If you are unsure about this, please contact me right away so that we can check on it.
Assignment Formatting
All assignments must be submitted as Microsoft Word documents. Assignments may not be submitted as .pdf files, .txt files, Open Office documents, or in any other format. Assignments not submitted as Microsoft Word documents will not be graded.
Redoing Assignments
If you fail an assignment (earning less than 60%), you may redo it once for additional points. Your final score will be determined by averaging the points from the first and second submissions. Students must notify the instructor with a request to redo the assignment. The assignment must be resubmitted within one week of the original being returned to the student.
Grading
Semester letter grades will be determined by numerical averages.
| Letter Grade | Percent |
|---|---|
| A | 93–100% |
| A− | 90–92.9% |
| B+ | 87–89.9% |
| B | 83–86.9% |
| B− | 80–82.9% |
| C+ | 77–79.9% |
| C | 70–76.9% |
| D | 60–69.9% |
| F | Under 60% |
Please refer to the University Registrar's information about University grading policies.
If, for reasons beyond the student's control, a student is prevented from completing a course within the prescribed time, the grade in that course may be deferred with the concurrence of the instructor. The symbol DF appears on the student's transcript until the course has been completed. Non-emergency permission for filing a deferred grade must be requested by the student before the beginning of the final examination period. In an emergency situation, an instructor can approve a deferred grade after the final exam period has started. Under emergency conditions during which the instructor is unavailable, authorization is required from one of the following: the dean of the college in which the candidate is enrolled; the executive director of the Division of Undergraduate Studies if the student is enrolled in that division or is a provisional student; or the campus chancellor of the student's associated Penn State campus.
For additional information please refer to the Deferring a Grade page.
Course Schedule
Note: All due dates reflect North American eastern time (ET).
Topic 1: Foundations of Strategic Communications Writings
Topic 2: News Settings
Topic 3: Digital Settings
Topic 4: Persuasive Settings
Note: If you are planning to graduate this semester, please communicate your intent to graduate to your instructor. This will alert your instructor to the need to submit your final grade in time to meet the published graduation deadlines. For more information about graduation policies and deadlines, please refer to Graduation at the Chaiken Center for Student Success.
Formal instruction will end on the last day of class. Provided that you have an active Penn State Access Account user ID and password, you will continue to be able to access the course materials for one year, starting from the end date of the academic semester in which the course was offered (with the exception of library reserves and other external resources that may have a shorter archival period). After one year, you might be able to access the course based on the policies of the program or department offering the course material, up to a maximum of three years from the end date of the academic semester in which the course was offered. For more information, please review the University Course Archival Policy.
Academic Integrity
According to Penn State policy G-9: Academic Integrity (for undergraduate students in undergraduate courses) and policy GCAC-805 Academic Integrity (for graduate students and undergraduate students in graduate courses), an academic integrity violation is “an intentional, unintentional, or attempted violation of course or assessment policies to gain an academic advantage or to advantage or disadvantage another student academically.” Unless your instructor tells you otherwise, you must complete all course work entirely on your own, using only sources that have been permitted by your instructor, and you may not assist other students with papers, quizzes, exams, or other assessments. If your instructor allows you to use ideas, images, or word phrases created by another person (e.g., from Course Hero or Chegg) or by generative technology, such as ChatGPT, you must identify their source. You may not submit false or fabricated information, use the same academic work for credit in multiple courses, or share instructional content. Students with questions about academic integrity should ask their instructor before submitting work.
Students facing allegations of academic misconduct may not drop/withdraw from the affected course unless they are cleared of wrongdoing (see G-9: Academic Integrity or GCAC-805 Academic Integrity as appropriate). Attempted drops will be prevented or reversed, and students will be expected to complete course work and meet course deadlines. Students who are found responsible for academic integrity violations face academic outcomes, which can be severe, and put themselves at jeopardy for other outcomes which may include ineligibility for Dean’s List, pass/fail elections, and grade forgiveness. Students may also face consequences from their home/major program and/or The Schreyer Honors College.
How Academic Integrity Violations Are Handled
World Campus students are expected to act with civility and personal
integrity; respect other students' dignity, rights, and property; and help
create and maintain an environment in which all can succeed through the
fruits of their own efforts. An environment of academic integrity is
requisite to respect for oneself and others, as well as a civil community.
In cases where academic integrity is questioned, procedures allow a student to accept or contest/appeal the allegation. If a student chooses to contest/appeal the allegation, the case will then be managed by the respective school, college or campus Academic Integrity Committee. Review procedures may vary by college, campus, or school, but all follow the aforementioned policies.
All academic integrity violations are referred to the Office of Student Accountability and Conflict Response, which may assign an educational intervention and/or apply a Formal Warning, Conduct Probation, Suspension, or Expulsion.
Information about Penn State's academic integrity policy is included in the information that students receive upon enrolling in a course. To obtain that information in advance of enrolling in a course, please contact us by going to the Contacts & Help page.
Student Success and Support Resources
The Chaiken Center for Student Success at Penn State World Campus guides you to the right resources and support you need–when you need them–along your academic journey. You can connect with peers and support teams to find direction, information, and networking opportunities. On the website, you'll find information and resources on many aspects of being a World Campus student:
- Finances—tuition, scholarships, and financial aid
- Inclusion and Wellness—diversity and inclusion, mental health services, disability accommodations, care and advocacy
- Enrollment and Registration—course planning, adding and dropping courses, and much more
- Course Work and Success—academic advising, tutoring, and other services
- Involvement and Opportunities—career resources, student organizations, internships, service, study abroad, and more
Following are some key resources.
Student Disability Services
Penn State welcomes students with disabilities, whether permanent or temporary, visible or hidden, into the University’s educational programs. Every Penn State campus has an office for students with disabilities, including World Campus. The Disabilities and Accommodations section of the Chaiken Center for Student Success website provides World Campus students with information regarding how to request accommodations, documentation guidelines and eligibility, and appeals and complaints. For additional information, please visit the University's Student Disability Resources website.
In order to receive consideration for reasonable accommodations, you must contact the appropriate disability services office at the campus where you are officially enrolled, participate in an intake interview, and provide documentation. If the documentation supports your request for reasonable accommodations, your campus's disability services office will provide you with an accommodation letter. Please share this letter with your instructors and discuss the accommodations with them as early in your courses as possible. You must follow this process for every semester that you request accommodations.
Graduate students: Please see the Student Disability Resources website for graduate student resources.
Students with disabilities participating in internship, practicum, student teaching, or other experiential learning opportunities as part of their degree requirements may also be eligible for reasonable accommodations to ensure equal access and opportunity. These accommodations are determined through an interactive process involving the student, their University supervisor, and the site supervisor. Student Disability Resources can assist students with identifying potential barriers, facilitating accommodation requests, and coordinating with University supervisors to promote inclusive learning experiences.
Counseling and Psychological Services
If you have a crisis or safety concern, mental health services are available to you as a Penn State student. Crisis and emergency contacts are available, no matter where you are located:
- Anywhere in the United States: Call the Penn State Crisis Line at 1-877-229-6400 or text LIONS to 741741. You can also contact your local crisis services or hospital for emergencies.
- Outside the United States: Please contact emergency services in your current location. You can also use the International Crisis and Emergency Services listings.
- At University Park: Assistance is available at Counseling & Psychological Services (CAPS) locations on campus.
- At a Penn State branch campus: You can search for counseling information at your campus.
Military Student Information
Veterans and currently serving military personnel and/or dependents with unique circumstances (e.g., upcoming deployments, drill/duty requirements, VA appointments, etc.) are welcome and encouraged to communicate these, in advance if possible, to the instructor in the case that special arrangements need to be made.
Additional Policies
Privacy Notice
In order to protect your privacy, course access is limited to those individuals who have direct responsibility for the quality of your educational experience. In addition to the instructor, a teaching assistant or college administrator may be provided access in order to ensure optimal faculty availability and access. World Campus technical staff may also be given access in order to resolve technical support issues.Student Responsibilities and Conduct
- Students are responsible for online course content, taking notes, obtaining other materials provided by the instructor, taking tests (if applicable), and completing assignments as scheduled by the instructor. As a general rule, students should plan on logging into the course at least three times per week and spending at least three hours per course credit per week on the course, e.g., if the course is three credits, the student should plan on spending at least 9-12 hours per week on the course, just as they would in a residence course.
- Students are responsible for keeping track of changes in the course syllabus made by the instructor throughout the semester.
- Students are responsible for monitoring their grades.
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Students must contact their instructor (and teammates when working on any collaborative learning assignments) as soon as possible if they anticipate missing long periods of online time due to events such as chronic illnesses, death in the family, business travel, or other appropriate events. The instructor will determine the minimal log on time and participation required in order to meet course responsibilities. In the event of other unforeseen conflicts, the instructor and student will arrive at a solution together.
- Instructors may require students to provide documentation with the class absence form or other written notification for events such as illness, family emergency, or a business-sanctioned activity.
- Conflicts with dates on which examinations or assignments are scheduled must be discussed with the instructor or TA prior to the date of the examination or assignment.
- Students are responsible for following appropriate netiquette (network etiquette) when communicating with their instructor and classmates. For reference, see the Academic Success Kit.
- Behaviors that disrupt other students’ learning are not acceptable and will be addressed by the instructor.
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For severe and chronic problems with student disruptive behavior, the following will be applied for resolution:
- Senate Committee on Student Life policy on managing classroom disruptions: Office of Student Accountability and Conflict Response.
- Penn State Values.
Students must regularly check their progress and grades on the course website. If a grade is missing or appears to be recorded wrong, they must notify the instructor within one week of the assignment submission. Requests for additions or changes after the course has ended will not be considered.
Report Bias
Penn State takes great pride to foster a diverse and inclusive environment for students, faculty, and staff. Acts of intolerance, discrimination, or harassment due to age, ancestry, color, disability, gender, gender identity, national origin, race, religious belief, sexual orientation, or veteran status are not tolerated and can be reported through Educational Equity via the Report Bias webpage.
Disclaimer: Please note that the specifics of this Course Syllabus are subject to change, and you will be responsible for abiding by any such changes. Your instructor will notify you of any changes.