PUR 4100 Public Relations Writing
University of Florida
UF Department of Public Relations
Hybrid: Both Face-to-Face and Synchronous Delivery
16 Weeks
About the Course
Public relations professionals must be strong, polished writers who can work quickly and adapt
to changing environments and needs. Students must recognize the importance of excellent
writing for success in both the public relations profession and day-to-day business. In this
course, you will master the core qualities of excellent public relations writing and develop the
skills to build communications materials for real clients. This course is centered on you and your
needs. As such, the course will provide the opportunity for hands-on learning and real-world
applications to help you gain experience and build a robust portfolio that showcases your
strategic writing skills.
Learning Objectives
Students will master the basic writing skills of public relations professionals to prepare them to
meet the demands of today’s industry. Upon completing this class, students will learn to:
• Recognize the importance of excellent writing for success in both the public relations
profession and day-to-day business;
• Write clear, concise, compelling, accurate and logically organized materials and content,
following style and grammar rules;
• Develop public relations materials (such as key messages, backgrounders, media briefs,
media lists, etc.) that effectively and strategically meet your public relations objectives;
• Explain the purpose of such public relations materials and decide when and how to
strategically use these;
• Tailor communications – including content, style and format – based on your target
audiences and public relations objectives;
• Develop and apply critical thinking, listening and professional skills through assignments
that mimic industry work with clients and peers.
Course Dates
August 2025- Present
Semester, Year, Course Sections
Spring 2026- Present