Course Description

Learn the information necessary to achieve public relations writing success, including how to write and format documents such as news releases, advisories, media kits, backgrounders, and fact sheets through study, practice, peer and instructor feedback, and assignments. Continue with practice in marketing and advertising writing which may include: advertisements for print, radio, or television, proposals; sales; direct mail; fund raising and more. We will discuss the latest methods used in the industry such as engaging audiences through the web, social media, and blogs.

Course Details

Broad Learning Outcome:

Upon successful completion of the WRI 230 course, you will be able to identify and clearly contrast the PR communications concepts of brand, goals, objectives, strategies and tactics and to use them to communicate more effectively to reach a variety of audiences in today’s digital age.

Supporting Learning Outcome Statements

By completion of this course, successful students will be able to:

  • Apply different writing styles appropriate to different situations, media and publications.
  • Express information clearly to the audience using competencies in writing mechanics, grammar, headlines, labels, tone and structure.
  • Evaluate the importance of creating news-making content decisions in writing.
  • Appreciate how news media evaluates what is newsworthy. 


WRI 150 - Writing in the Workplace or WRI 130 - Professional Writing Basics.

Students registered in the Public Relations or Marketing certificates may apply to have WRI 150 waived. A writing sample may be required. Please contact the program office at 403-220-2866 for more details.

BMC 113 - Business Writing Basics OR
WRI 150 - Writing in the Workplace OR
WRI 130 - Professional Writing Basics

Enrol Now - Select a section to enrol in
Oct 04, 2022 to Nov 28, 2022
Delivery Options
Course Fees
Flat Fee non-credit $595.00
Potential Price Adjustments
Reading List / Textbook

Title: Public Relations Writing: The Essentials of Style and Format
Author:  Thomas H. Bivins
ISBN: 978-0-07-352623-2 
Publisher:  McGraw-Hill Education 
Edition: 8  

Title: The Canadian Press Caps and Spelling  
Editor: James McCarten 
ISBN: 9780920009567
Publisher: The Canadian Press  
Edition: 22

Title: The Canadian Press Stylebook;
Editor: James McCarten 
ISBN: 9780920009604
Publisher: The Canadian Press  
Edition: 19 (Oct 2021)

Please note that an online edition of both Canadian Press titles is available (separate or as a bundle). The instructor will share more details about this in class.

Visit the UCalgary Bookstore at www.calgarybookstore.ca.

Section Notes

This course uses Desire2Learn (D2L), an online learning management system. The instructor will post your course outline and other materials in D2L. For more information about D2L, please visit our Online Learning Resources.

Unless notified, all online courses are available at 9 am MT the day before the start date. Students who register on (or after) the start date will receive access within one day of registration.

Students who are unfamiliar with online learning are recommended to take our free Digital Skills for Learning Online course.

Unless otherwise stated, notice of withdrawal or transfer from a course must be received at least seven calendar days prior to the start date of the course.

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