PR writing skills

The Department of Management, Assam Don Bosco University (ADBU), in collaboration with the Department of Mass Communication, successfully organized a Value-Added Course (VAC) titled “Public Relations Writing: Mastering Style and Format.” Conducted over three days, from March 17 to March 19, 2025 for BBA 6^th semester students (Batch 2022-25). This course aimed to enhance the writing skills of BBA 6th Semester students, focusing on the essentials of public relations (PR) writing in professional and organizational contexts.

The initiative was part of the University’s commitment to bridging academic knowledge and industry practices, preparing students for competitive and dynamic careers in public relations and corporate communication.

Key Details:

• Date: 17th to 21st March 2025
• Mode: Workshop-Based live sessions along with self-study materials

• Duration: 15 hours of workshop-based classes followed by self-learning resources and assignments of 15 hours.
• Assessment: Assignments and an MCQ-based assessment on the last day.
• Requirements: Active participation and attendance is mandatory to successfully complete the course.
• Assessment and Certification: Participants must maintain 80% attendance and successfully complete all assignments and score at least 50 percent in the MCQ based assessment

COURSE COMPLETION: The total number of students who could successfully complete all the requirements of the course is 33.

Course Objectives

The course was designed to achieve the following:

1. Familiarize students with the foundational concepts and techniques of PR writing.
2. Enable students to master different styles and formats of PR writing across various media platforms.
3. Equip students with ethical and strategic approaches to PR communication.
4. Develop practical writing, editing, and presentation skills through hands-on activities and assessments.

Course Modules and Delivery

The VAC comprised six modules, which were systematically covered by three faculty members from the Department of Mass Communication:

Day 1: March 17, 2025

• Resource Person: Dr. Alpana Choudhury, Head of the Department, Mass Communication
• Modules Covered:
  1. Introduction to PR Writing
     • Overview of PR writing and its role in organizational communication.
     • Characteristics and objectives of effective PR writing.
  2. Writing for Different Media
     • Techniques for writing for print, broadcast, and digital platforms.
     • Structuring content to suit the medium and audience.
• Methodology:

• Theoretical sessions supplemented by examples from industry practices.
• Individual assignments were distributed to assess comprehension.

Day 2: March 18, 2025

• Resource Person: Mr. Rupam Kr. Das, Assistant Professor, Mass Communication
• Modules Covered: 3. Style and Format Essentials in PR Writing
  • Importance of consistency in tone, structure, and style.
  • Elements of press releases, speeches, and newsletters.
• Ethical Considerations in PR Writing
  • Writing with integrity and responsibility.
  • Avoiding misinformation and ensuring transparency.
• Methodology:
  • Interactive sessions focusing on the “how” of PR writing.
  • Group presentations were conducted to provide hands-on practice in collaborative writing.

Day 3: March 19, 2025

• Resource Person: Dr. Premshila Singh, Assistant Professor, Mass Communication
• Modules Covered: 5. Writing Persuasive PR Materials
  • Crafting compelling messages for diverse stakeholders.
  • Strategies for audience engagement through persuasive writing.
• Editing and Proofreading
  • Techniques for refining written communication.
  • Common errors in PR writing and how to avoid them.
• Methodology:
  • Practical exercises on writing and editing sample PR materials.
  • Group presentations emphasized teamwork and application of concepts learned.

Assessment and Evaluation

The assessment process was structured to measure both theoretical understanding and practical application.

1. MCQ-Based Test (April 2, 2025):
   • A comprehensive multiple-choice question test evaluated students’ grasp of theoretical knowledge.
2. Individual and Group Assignments:
   • Assignments and presentations tested students’ ability to create and critique PR materials.

Key Outcomes

• Skill Development:
  • Students gained proficiency in writing press releases, speeches, and social media content tailored to various audiences.
  • Enhanced editing and proofreading abilities were observed.
• Ethical Awareness:
  • The course reinforced the importance of ethical considerations in PR writing, such as accuracy, transparency, and respect for audience trust.
• Practical Application:
  • Hands-on sessions and real-world examples bridged the gap between theory and practice, preparing students for professional challenges in PR.

Feedback from Participants

Students appreciated the course for its:

1. Interactive and Practical Approach: Real-world case studies and collaborative activities made learning engaging and relevant.
2. Expert Guidance: Resource persons provided valuable insights and feedback that significantly enhanced the learning experience.
3. Comprehensive Coverage: The six modules effectively addressed all aspects of PR writing, from fundamentals to advanced techniques.

Conclusion

The Value-Added Course on Public Relations Writing achieved its intended objectives of enhancing students’ PR writing skills and preparing them for real-world challenges in communication roles. The collaborative efforts of the Departments of Management and Mass Communication, along with the enthusiastic participation of students, made this initiative a resounding success.

This course sets a benchmark for future initiatives aimed at equipping students with industry-ready skills and fostering holistic development.