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MMED9009 - Media Writing

Title:Media Writing
Long Title:Media Writing
Module Code:MMED9009
Credits: 5
NFQ Level:Expert
Field of Study: Multimedia
Valid From: Semester 1 - 2017/18 ( September 2017 )
Module Delivered in 1 programme(s)
Module Coordinator: ROSE MC GRATH
Module Author: FRANK O DONOVAN
Module Description: The ability to write in an effective and clear manner for a whole range of audiences across a range of mass media platforms and channels is a core skill of the modern public relations professional. This module gives students a firm grounding in the fundamental principles of public relations and media writing. While the particular requirements of news writing will receive close attention students will learn to apply different writing styles depending on audience/media requirements. The module pays particular attention to the relationship and interdependencies of the the PR and media industries.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Communicate information in a range of different forms to a range of audiences in a professional manner.
LO2 Formulate the different formats of media writing and the range of journalistic techniques.
LO3 Critically assess and apply media relations techniques required by the public relations professional.
LO4 Evaluate news writing conventions in the public relations setting.
Pre-requisite learning
Module Recommendations
This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named CIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
No recommendations listed
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.

No requirements listed
No Co Requisites listed

Module Content & Assessment

Indicative Content
Grammar, Language and Fundamentals of Good Writing
Sentence structure and word order. Punctuation and grammar. The principles of good writing. How to achieve clarity in writing. Sentence/ paragraph structure. Common writing faults resolved. Adapting the style to suit the market or target audience.
News and Press Release Writing
The principles of news writing. The inverted pyramid style of writing. Structure and composition of the news story. Developing the news angle. Using quotes. The press release as a media tool. Press release structure and distribution. Writing photo captions. Audience awareness. Feature writing (colour, news features, opinion pieces, backgrounders).
Public Relations and the Media
Public relations’ dependency on the media. How the media depends on PR. Publicity versus press relations. Audience segmentation. Photojournalism and public relations.
Media Relations
Principles of media relations. Importance of ethical behaviour. Monitoring and evaluation of media relations.‘Pitching’ to the media and focusing on the news angle.
Assessment Breakdown%
Course Work100.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Practical/Skills Evaluation Media Writing Assignment 1 - writing a series of press releases 1,2 35.0 Week 6
Practical/Skills Evaluation Media Writing Assignment 2 - writing a feature piece 1,2 35.0 Week 9
Practical/Skills Evaluation Media Writing Assignment 3 - press release/feature content for specific event 1,3,4 30.0 Week 12
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

The institute reserves the right to alter the nature and timings of assessment


Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Lectures on the essentials skills of media writing 1.5 Every Week 1.50
Tutorial One-on-one tutorials with learners 1.0 Every Week 1.00
Independent & Directed Learning (Non-contact) Learners practice of practical writing skills 4.5 Every Week 4.50
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.50
This module has no Part Time workload.

Module Resources

Recommended Book Resources
  • John Foster, Effective Writing Skills for Public Relations [ISBN: 0749451092]
  • Michael Bland, Alison Theaker & David Wragg, Effective media relations [ISBN: 0749443804]
  • John Foster 2012, Writing Skills for Public Relations: Style and Technique for Mainstream and Social Media, Kogan Page UK [ISBN: 978-074946543]
  • Dennis L. Wilcox 2013, Public Relations Writing and Media Techniques, Pearson UK [ISBN: 978-129204073]
Supplementary Book Resources
  • Harold Evans 2000, Essential English, Pimlico London [ISBN: 0712664475]
  • Chris Frost 2002, Reporting for journalists, Routledge London [ISBN: 0415240875]
  • Nicholas Bagnall, Newspaper language [ISBN: 0750603992]
  • Andrew Marr 2016, My trade, Pan Books London [ISBN: 0330411926]
  • Scott M. Cutlip, Allen H. Center, Glen M. Broom 2006, Effective public relations, Pearson Prentice Hall Upper Saddle River, N.J. [ISBN: 978-0131230149]
  • Ellen Gunning, Public Relations [ISBN: 0717142086]
  • Stuart Allan, News culture [ISBN: 0335210732]
  • Alexandra Kitty,, Don't Believe It! [ISBN: 1932857060]
  • John Horgan, Irish media [ISBN: 0415216400]
  • Donald Matheson, Media discourses [ISBN: 033521469X]
This module does not have any article/paper resources
Other Resources

Module Delivered in

Programme Code Programme Semester Delivery
CR_BPRNM_9 Master of Arts in Public Relations with New Media 1 Mandatory

Cork Institute of Technology
Rossa Avenue, Bishopstown, Cork

Tel: 021-4326100     Fax: 021-4545343
Email: help@cit.edu.ie