Instructor Information and Communication
Course Structure
and Schedule
Reading, Materials
and Recourses
Course Policy
and Expectations
Instructor: Anastasiya Nurzhynska
Communication: The course will be managed through a Facebook group that we will create during our first meeting. The syllabus, lecture slides, additional readings and other necessary information will be stored on the course Facebook group.
Contacts: Please contact me through my email, Facebook direct messages or course Facebook group.

Instructor's professional background: Anastasiya is a dynamic communication specialist and lecturer with over fifteen years of experience working within government and international organisations including EU, UNICEF, World Bank and others. Skilled in development of public outreach campaigns to promote governmental reforms, support conflict resolution, increase economic development, promote behaviour change on social issues, support of culture and creative industries. Anastasiya has considerable experience in Asia, Africa and Europe, including Eastern Partnership region and Balkans. Moreover, as a lecturer Anastasiya has conducted the guest courses in Vilnius Gediminas Technical University, Lithuania, Jagiellonian University, Krakow, Poland, and University of Tartu, Estonia. Currently Anastasiya is working on her PhD research and is leading courses for master level students in Kyiv-Mohyla Academy.
Course Description
Welcome to the Public Relations Writing: Technologies and Implementation Course. Content is an integral part of any Public Relations activity. This course is designed to explore different types of PR writing and content tools.

During the course you will have the opportunities to work with the real organisations and companies in development the press kits for them. It will allow you to get practical experience and to establish the professional contacts.

My goal for the course is to help you improve at:
  • Identifying and formulating right messages and content for relevant target audiences
  • Drafting key PR materials
  • Developing a dissemination plan through proper communication channels
I will share with you examples from my professional background as well as best Ukrainian and world practice. I look forward to teaching and learning together with you.
Learning Goals

  • Develop communication strategies and select appropriate tools to achieve the organisation's objectives.
  • Use research results and analytical skills to guide the development of public relations tools and evaluate their impact.
  • Write and edit clear, accurate, understandable content appropriate for the chosen audiences and channels.
  • Produce effective and accessible print, digital and multimedia materials.
Topic 1
Lectures 1-2
Seminar 1
Fundamentals of effective communication
  • Introduction to the course, its objectives and policies
  • Communication strategy elements
  • Different types of PR tools
  • Best practice of PR materials
  • Evaluation of PR activities
Expectations and needs from the course

Find good and bad examples of PR materials

Developing a communication strategy resources

Examples of press kits
Topic 2
Lectures 3-4
Seminar 2
Working with clients: understanding briefs
  • Presentation by partner organisations, Q&A session
  • Working with clients briefs
  • Elements and requirements to the press kits
Group work
Finding solutions for communication challenges using different PR tools

Draft a brief/ToR following the presentations by partner organisations

Briefing an Agency
Topic 3
Lecture 5
Seminar 3
Audience analysis
  • Needs assessment analysis
  • Identification of target audiences and their needs
  • Analysis of relevant channels and tools
  • Analysis of consumption of different types of media and other sources of information for target groups
  • Development of media-maps in groups
Requirements to press kits in national and international media and information landscapes

Develop a communication framework and identify the right PR tools for the selected brand

Reading and resources
Topic 4
Lecture 6
Seminar 4
Effective content and messaging
  • Principles of effective messaging
  • Titles and headlines
  • Language and formats
  • Storytelling
Edit/rewrite the headlines from government/NGOs web sites

Draft messages and background content for the selected brand

Topic 5
Lecture 7
Seminar 5
Development of specific tools
  • Media relations, needs of journalists and principles of news formation, media pitching
  • Online PR tools, development of different formats of content for social networks and online recourses
  • Multimedia materials
  • Print and information materials
Group work
Development of the pitching for the journalists

First draft of the press kit

Social media playbook by UK Government Digital Service
Media operation
Topic 6
Lecture 8
Seminar 6
Final assignment
  • Finalisation of the press kits
  • Presentations of developed PR tools by students
  • Feedback by partner organisations and final marks
  • Evaluation of the course by students
Evaluation of the course and self-reflection
The course rules
  • Use gadgets during the class only for learning, practicing
  • or searching the course related information
  • Come at time
  • Be prepared
  • Be active
  • Homework assignments are to be submitted at the beginning
    of the lecture period on the date due
    Teaching philosophy
    • Learning by doing
    • Employability and employment as a final outcome of the course
    • Working in groups during a class and individual work at home are equally important
    • A huge amount of the learning in this course happens in real time, during class through interactive learning, discussions and group work
    • There are no right answers. I encourage you to understand the principles of a strategic communication and to be able to apply them in practice and to create new solutions
      Final Grades
      Grades are determined by considering total points (you can review your progress on shared google doc):
      1. Attendance (each lecture/seminar - 2 points)
      2. Active participation during the course including presentations of the assignments, review of additional reading (each presentation – up to 10 points)
      3. Certificates from a list of the recommended online courses (each certificate - 5 points)
      4. Individual case assignments – Press kit with at least 5 PR materials (each material - up to 10 points)
      Final grades will be calculated as followed:
      University scale
      91 – 100
      76 – 90 B
      60-75 C
      0-59 D
      ECTS scale
      A (excellent)
      B (good)
      C (satisfactory)
      D (unsatisfactory)