The Brochure

 

Brochure Sample:

https://es.scribd.com/document/711274592/Triptico-Xochimilco

Individual Exercise of Brochure Conceptualisation:

https://wordwall.net/es/resource/114187652

Writing in English for Public Relations

Assignment: Design a Brochure for a Public Relations or Promotional Campaign

Objective

To create an attractive and persuasive brochure that informs and motivates a target audience to support, attend, purchase, participate in, or learn more about a public relations or promotional campaign.

Context

Organizations frequently use brochures to communicate directly with the public. A brochure must capture attention, provide relevant information, and encourage the audience to take action.

Task

Design a brochure in English for a public relations or promotional campaign targeted at a final user. You may choose one of the following campaign types:

• Health awareness campaign
• Environmental campaign
• Educational campaign
• Cultural event campaign
• Charity or fundraising campaign
• Product promotion campaign
• Service promotion campaign

Requirements

Your brochure must include:

1. Logo (real or created)
2. Campaign Name
3. Slogan
4. Attractive Main Title
5. Brief Introduction
6. Description of the Campaign
7. Benefits for the Audience
8. Important Information (dates, location, services, products, activities, etc.)
9. At least three images or illustrations
10. Call to Action (CTA)
11. Contact Information or Social Media Links

Writing Requirements

• Write for a general audience.
• Use persuasive and reader-friendly language.
• Use short and clear sentences.
• Avoid technical jargon.
• Use correct grammar, spelling, and punctuation.
• Use active voice whenever possible.

Design Requirements

• Create a bi-fold, tri-fold, or multi-fold brochure.
• Use an attractive and professional layout.
• Balance text and visuals effectively.
• Select colors and fonts appropriate for the campaign.

Format

• Language: English
• Word Count: 150–250 words
• Software: Canva, Adobe Express, PowerPoint, Publisher, or similar
• Submit as a PDF file

Assessment Rubric (10 Points)

Criterion	Description	Points
Content	The brochure provides clear, relevant, and complete information for the target audience.	2
Persuasive Writing	The brochure effectively attracts attention and encourages audience action.	2
Language Use	Correct grammar, vocabulary, spelling, punctuation, and clarity.	2
Visual Design	Attractive layout, appropriate images, color scheme, and professional appearance.	2
Oral Presentation	Clear explanation of the brochure and confident delivery.	2

Total: 10 Points

Performance Levels

Score	Level
9–10	Excellent
8–8.9	Good
7–7.9	Satisfactory
Below 7	Needs Improvement

Newsletters

 

Have you ever dreamt about learning a foreign language abroad? If so, which language and where?

Have you ever heard about Brighton? If so, what.

Video about Sprachcaffe in Brighton

Newsletter from Sprachcaffe Brighton

https://lasallecancun-my.sharepoint.com/:b:/g/personal/dc0519_lasallecancun_edu_mx/Ee-vJeH8PElPtNRY16nBEA8BrzUHODXPF_Tn_6NYI4TXwg?e=c90cCW

Assignment: Write a newsletter from the company chosen for the final project - house organ.

📰 Newsletter Assessment Rubric (10-Point Scale)

Criteria	Excellent (2 pts)	Proficient (1 pt)	Needs Improvement (0 pts)
1. Purpose & Audience Awareness	Content is expertly tailored to the target audience, demonstrating a clear understanding of purpose.	Content is appropriate for the audience, with minor inconsistencies in purpose.	Content lacks clarity in purpose and is not suited to the target audience.
2. Content Quality & Relevance	Articles are insightful, well-researched, and highly relevant to the audience.	Content is informative and relevant, with some depth.	Content is superficial or lacks relevance to the audience.
3. Organization & Structure	Information is logically organized with clear headings and transitions, enhancing readability.	Organization is apparent but may lack clarity or effective transitions.	Organization is poor, making the newsletter difficult to follow.
4. Writing Style & Clarity	Writing is clear, concise, and engaging, using appropriate language and tone for the audience.	Writing is generally clear and appropriate, with minor issues in clarity or tone.	Writing is unclear and inappropriate for the intended audience.
5. Grammar & Spelling	Virtually no errors; demonstrates excellent command of English grammar.	Few minor errors; demonstrates good command of grammar-	Frequent errors that significantly impede readability.

Total Score: ___ / 10

Grading Scale:

• 9–10 points: Excellent – Exemplary work demonstrating strong public relations writing skills.

• 7–8 points: Proficient – Good work with minor areas for improvement.

• 5–6 points: Developing – Adequate work that meets basic requirements but needs refinement.

• 0–4 points: Needs Improvement – Work does not meet the expected standards; significant revision required

How to write an apology letter

Plenary of events organised in the career

Teamwork: List in teams the mistakes that happened in each event.

Definition of an Apology Letter in the context of Public Relations

In the context of public relations, an apology letter is a formal written statement issued by an individual, company, organization, or public figure to acknowledge wrongdoing, accept responsibility, express regret, and repair trust with the public or a specific audience.

The purpose of an apology letter in public relations is not only to say “sorry,” but also to protect or restore the reputation and credibility of the person or organization after a mistake, controversy, crisis, or harmful action.

An effective public relations apology letter usually includes:

• A clear acknowledgment of the issue
• Acceptance of responsibility
• A sincere expression of regret
• Recognition of the harm caused
• Steps being taken to correct the problem
• A commitment to prevent the issue from happening again

For example, companies may issue apology letters after:

• Product failures
• Poor customer service
• Offensive advertisements
• Data breaches
• Ethical scandals

In public relations, the tone and timing of the apology are extremely important because the audience evaluates whether the apology feels honest, accountable, and trustworthy.

What possible complications do you think that can appear at a wedding?

Compilation Video about 'Best Wedding Fails'

Sample  Apology Letter

Hyatt Zilara Cancun Hotel
Km 11.5 Kukulcan Blvd.

Hotel Zone, Cancún, Quintana Roo, Mexico

May the 20th, 2026

Dear Mr and Mrs Santana,

We sincerely apologise for the last-minute change to your wedding cake during your ceremony at Hyatt Zilara Cancun Hotel.

We understand that your wedding day was one of the most important moments of your lives, and we recognise that the wedding cake was a meaningful part of your celebration. We deeply regret the disappointment and inconvenience this unexpected change may have caused you and your guests.

As your wedding coordination team, we take full responsibility for not delivering the cake exactly as originally planned. We acknowledge that our communication and preparation should have been handled more effectively in order to avoid this situation.

Unfortunately, due to an unforeseen issue with the original cake arrangement, an alternative had to be provided during the ceremony. Whilst our team acted quickly to ensure the celebration continued smoothly, we understand that this did not meet your expectations or the standards of service we strive to provide.

To prevent situations like this from happening again, we are currently reviewing our coordination procedures with our culinary and events departments in order to strengthen communication, planning, and quality control for future weddings and special events.

At Hyatt Zilara Cancun Hotel, we are committed to providing exceptional experiences for our guests, and we sincerely regret that we fell short on such an important occasion. We truly appreciate your understanding, patience, and the trust you placed in us to celebrate your special day.

Please accept our sincerest apologies once again.

Yours sincerely,

Sofia Martinez
Wedding Coordinator
Hyatt Zilara Cancun Hotel

Structure of an Apology Letter

An apology letter usually follows a clear structure to make the message sincere, organized, and effective. In public relations, each part helps rebuild trust and show accountability.

1. Heading (Optional in Formal Letters)

Includes:

• Sender’s name or organization
• Date
• Recipient’s name (if directed to a person or group)

Example:

• Company name
• Date
• “To Our Customers”

2. Greeting / Salutation

Begin politely and respectfully.

Examples:

• Dear Customers,
• Dear Mr. Lopez,
• To Our Community,

3. Opening Statement of Apology

Clearly state the apology immediately. Do not avoid the issue.

Examples:

• “We sincerely apologize for…”
• “I would like to express my deepest apologies for…”

This section should:

• Be direct
• Show sincerity
• Avoid excuses

4. Acknowledgment of the Mistake

Explain what happened and recognize the harm caused.

This section should:

• Identify the problem
• Show understanding of the impact on others
• Demonstrate empathy

Example:

• “We understand that this situation caused frustration and disappointment among our customers.”

5. Acceptance of Responsibility

Take accountability for the mistake.

Effective apologies:

• Accept responsibility
• Avoid blaming others
• Avoid minimizing the issue

Weak example:

• “Mistakes were made.”

Strong example:

• “We take full responsibility for our actions.”

6. Explanation (Optional)

Provide a brief explanation if necessary, but do not make excuses.

Purpose:

• Give context
• Maintain transparency

Important:
The explanation should never sound defensive.

7. Corrective Action / Solution

Explain what is being done to fix the problem.

Examples:

• Policy changes
• Compensation
• Investigations
• Staff training
• Improved communication

This section reassures the audience that action is being taken.

8. Promise for Improvement

State how the issue will be prevented in the future.

Examples:

• “We are committed to ensuring this does not happen again.”
• “We will continue improving our procedures.”

9. Closing Statement

End respectfully and positively.

Examples:

• “Thank you for your understanding.”
• “We appreciate your patience and continued support.”

10. Closing Formula

Sincerely,

Yours faithfully,

11. Signature

Include:

• Name
• Position/title
• Organization (if applicable)

Example:

• Maria Torres
  Public Relations Director
  XYZ Corporation

Simple Formula for Remembering the Structure

Apology + Acknowledgment + Responsibility + Repair + Promise

This formula helps writers create apology letters that are clear, sincere, and effective.

Writing Assignment: Apology Letter After a School Event Mistake

Scenario

During a school event, something went wrong because of a mistake you made. Examples could include:

• Forgetting an important responsibility
• Damaging decorations or equipment
• Arriving late to help
• Miscommunicating important information
• Behaving disrespectfully during the event
• Causing a problem that affected students, teachers, or guests

Your task is to write a sincere apology letter to the person or group affected by your mistake.

Length

• 190–260 words
• Written in a formal and respectful tone

Audience

Choose one:

• The school principal
• A teacher
• The student council
• Event organizers
• Fellow students

Tips for Success

• Be honest and thoughtful
• Avoid blaming others
• Show maturity and responsibility
• Use proper letter formatting
• Proofread for grammar and spelling

Evaluation Criteria (10 Points Total)

Criteria	Points
Clear explanation of the mistake	2
Sincerity and responsibility shown	2
Explanation of impact on others	2
Solution or improvement plan	2
Grammar, spelling, and formal tone	2
Total	10

How to write instructions for a guide

Assessment Rubric: Writing a Guide / Instructions

Course: Writing in English for Public Relations
Task: Write a guide using instructional writing techniques
Maximum Score: 10 points

Criteria	Excellent	Good	Fair	Needs Improvement	Points
Title and Introduction	Clear, specific title and effective introduction with background information.	Mostly clear with minor issues.	Some missing or unclear information.	Confusing or incomplete.	/1
Organization and Structure	Logical organization with headings and coherent order.	Generally organized.	Some organizational problems.	Disorganized.	/1
Required Conditions / Materials	All necessary requirements or materials are clearly included.	Most requirements included.	Some missing information.	Requirements unclear or absent.	/1
Sequential Instructions	Steps are clear, complete, and logically ordered.	Mostly clear sequence.	Some unclear or incomplete steps.	Difficult to follow.	/2
Instructional Language	Excellent use of imperative mood and simple language.	Minor language mistakes.	Several unclear expressions.	Frequent language problems.	/1
Safety Information	Relevant safety tips or notices included.	Some safety information present.	Limited safety information.	No safety information.	/1
Conclusion	Effective concluding paragraph signaling completion.	Adequate conclusion.	Weak conclusion.	Missing conclusion.	/1
Grammar, Spelling, and Mechanics	Very few or no errors.	Minor errors.	Several noticeable errors.	Frequent errors affecting comprehension.	/1
Formatting and Visual Presentation	Excellent use of lists, spacing, and visuals.	Appropriate formatting.	Limited formatting support.	Poor presentation.	/1

Final Score

Total: ______ / 10

Performance Scale

• 9 – 10 = Excellent
• 8 – 8.9 = Good
• 7 – 7.9 = Satisfactory
• 6 – 6.9 = Needs Improvement
• Below 6 = Unsatisfactory

This rubric evaluates the essential instructional writing elements presented in the slideshow, such as organization, clarity, sequencing, safety notices, and effective communication. 

A corporate letter for a house organ

 

A Corporate Letter for a House Organ

1. Sample Corporate Letter

Professional Language Learning

Malecón Américas Business Center

Cancún, Quintana Roo, México

May 5th, 2025

Dear Colleagues and Partners,

We are pleased to introduce Professional Language Learning through this first issue of our house organ. Based in Cancún, Quintana Roo, our institution provides high-quality language training services for professionals, students, and international clients.

Our school specializes in personalized instruction in English, French, and Spanish. Each course is designed with clear objectives, practical communication goals, and flexible schedules to meet the needs of every learner.

Our mission is to empower individuals through effective communication and high-quality language education, guided by our core values of excellence, commitment, and continuous learning, while our achievements include the development of flexible training programs and the establishment of strong academic and corporate partnerships.

Through this house organ, we aim to provide a platform for sharing important updates, achievements, and insights about our organization, while strengthening communication and connection within our community.

We encourage you to stay engaged, take part in our initiatives, and continue contributing to the growth of our community. Thank you for your ongoing support and commitment.

Sincerely,

Master Elmer Santana

Director of Professional Language Learning

2. Suggested Structure for the Corporate Letter

1. Company Information
2. Date
3. Salutation
4. Opening Paragraph
   The purpose of the letter
5. Body Paragraph 1
   Company introduction and core business
6. Body Paragraph 2
   Mission, values, and achievements
7. Body Paragraph 3
   Introduction of the house organ and its purpose
8. Closing Paragraph
   Encouraging message and formal sign-off
9. Closing Formula
   'Sincerely,' or 'Yours faithfully,'
10. Signature
    The Writer's name

3. Writing Guidelines

• Use a formal and professional tone
• Keep language clear, concise, and audience-friendly
• Use positive and inclusive language to build corporate identity
• Avoid overly technical jargon
• Maintain logical paragraph structure:
  • Opening → Company Overview → Achievements/Values → Purpose → Closing

4. Assessment Criteria (Total: 100 points)

• Content (30 pts): Completeness and relevance of company information
• Organization (20 pts): Logical structure and coherence
• Language Use (20 pts): Grammar, vocabulary, and tone
• PR Effectiveness (20 pts): Ability to build a positive corporate image
• Format & Style (10 pts): Proper letter format and professionalism 

References

Cutlip, S. M., Center, A. H., & Broom, G. M. (2013). Effective public relations (11th ed.). Pearson Education.

Locker, K. O., & Kaczmarek, S. K. (2014). Business communication: Building critical skills (5th ed.). McGraw-Hill Education.

Markel, M., & Selber, S. A. (2018). Technical communication (12th ed.). Bedford/St. Martin’s.

Seitel, F. P. (2017). The practice of public relations (13th ed.). Pearson Education.

Bovee, C. L., & Thill, J. V. (2021). Business communication today (14th ed.). Pearson Education.

5. Task: Writing a Corporate Letter to Introduce a Company (House Organ Feature)

5.1. Objectives

By the end of this task, students will be able to:

• Write a formal corporate letter using appropriate tone and style
• Present key information about a company clearly and persuasively
• Adapt writing for a house organ (internal or semi-internal publication)
• Apply public relations principles such as audience awareness and corporate image building

5.2. Scenario

You are a Public Relations Officer at a company that is launching a new house organ (company magazine/newsletter).

For the first issue, you are required to write a corporate letter from the CEO introducing the company to employees, stakeholders, and partners. The letter will appear on the opening page of the publication.

5.3. Task Instructions

Write a 250–300 word corporate letter that includes:

• A formal greeting (e.g., Dear Employees and Partners)
• A brief introduction of the company (name, industry, core business)
• The company’s mission, vision, or values
• Key achievements or milestones
• The purpose of the house organ
• A positive and engaging closing message

📌 Write from the perspective of a CEO or senior executive.

 

🎤 Writing a Speech in Public Relations

Guidelines, Structure, Timing, and Types of Discourse (with Examples)

Public Relations (PR) speeches are strategic tools used to inform, persuade, and shape public perception. An effective PR speech combines clear purpose, audience awareness, strong structure, credibility, and the appropriate discourse style.

🎯 Purpose of a PR Speech

Every PR speech must have a clear objective:

• Inform – share updates or explain a topic
• Persuade – influence opinions or defend decisions
• Inspire – build emotional connection and trust

👉 Example:

“Our goal today is to introduce a new initiative that will improve sustainability across our company.”

🗂️ Types of PR Speeches (Discourse Styles)

🎉 Commemorative Speech

Used to celebrate, honor, or strengthen relationships.

• Goal: Inspire and connect emotionally
• Tone: Positive, respectful, and engaging
• Common Uses:
  • Anniversaries
  • Award ceremonies
  • Tributes
  • Corporate milestones
  • Employee recognition events

👉 Example:

“Today, we celebrate 25 years of innovation. This achievement belongs to every employee and every customer who trusted us.”

🧠 Argumentative Speech

Used to persuade or defend a position, especially in sensitive situations.

• Goal: Influence opinion and build credibility
• Tone: Logical, persuasive, and balanced
• Common Uses:
  • Crisis communication
  • Corporate statements
  • Policy explanations
  • Reputation management
  • Media responses

👉 Example:

“We understand the concerns raised. However, this decision is based on careful research and our long-term commitment to sustainability.”

📘 Expository Speech

Used to inform or explain clearly and objectively.

• Goal: Provide clear, structured information
• Tone: Neutral, informative, and precise
• Common Uses:
  • Press briefings
  • Product launches
  • Reports and updates
  • Corporate presentations
  • Stakeholder meetings

👉 Example:

“Our new product reduces energy consumption by 30% and meets international environmental standards.”

👥 Know Your Audience

Understanding your audience is essential:

• Demographics and expectations
• Level of knowledge
• Cultural context

👉 Example:

• General audience: “This product helps you save money.”
• Experts: “This product improves efficiency by 30%.”

🧭 Align with Brand Image

A PR speech represents the organization:

• Reflect company values
• Maintain consistent messaging
• Protect reputation

👉 Example:

“At our company, transparency and innovation guide every decision we make.”

🪜 Structure of a PR Speech

1. Introduction

• Capture attention (question, story, or statistic)
• State the purpose clearly

👉 Example:

“Have you ever wondered how small changes can create a big impact? Today, we are proud to share…”

2. Body

• Present 2–4 key points
• Support with facts, examples, or stories

👉 Example:

“First, this initiative reduces waste. Second, it improves efficiency. And finally, it benefits our community.”

3. Conclusion

• Reinforce key message
• Include a call to action or memorable closing

👉 Example:

“Together, we can build a more sustainable future, and we invite you to join us.”

🗣️ Language and Style

• Clear, simple, and direct
• Avoid unnecessary jargon
• Use storytelling, repetition, and emotional appeal

👉 Example:

“Last year, one small change helped us save thousands of resources. Imagine what we can achieve together.”

📊 Credibility and Ethics

Trust is essential in PR:

• Use accurate and verified data
• Be honest and transparent
• Avoid exaggeration or misleading claims

👉 Example:

“According to our latest report, emissions have decreased by 20% over the past year.”

🎯 Key Messages

• Focus on 2–3 core ideas
• Repeat them naturally
• Make them easy to remember

👉 Example:

“Our message is simple: innovation, responsibility, and growth.”

🎤 Delivery Tips

• Use a conversational tone
• Pause for emphasis
• Maintain eye contact
• Use confident body language

👉 Example:

“This is not just a change… (pause) it’s a transformation.”

⏱️ Timing and Word Count in PR Speeches (Essential)

Timing is critical in Public Relations—messages must be concise, clear, and media-friendly.

📌 Typical PR Speech Lengths:

• 1–3 minutes: press statements and quick media responses
• 5–10 minutes: standard PR speeches and events
• 10–20 minutes: keynotes and major announcements

📊 Word Count Guide (Based on 130–160 words per minute):

• 1 minute: 130–160 words
• 3 minutes: 400–480 words
• 5 minutes: 650–800 words
• 10 minutes: 1,300–1,600 words

👉 Safe average: ~140 words per minute

⭐ PR Best Practice:

• Ideal speech length: 5–7 minutes
• Ideal word count: 700–1,000 words
• Always aim slightly shorter than your limit

⚠️ Why It Matters:

• Media prefers concise messages
• Audiences lose attention quickly
• Pauses, emphasis, and reactions affect timing

👉 A “5-minute speech” on paper may need fewer words when delivered naturally.

⚖️ Final Tips

• Keep your message focused and concise
• Practice aloud and time your speech
• Anticipate audience reactions or questions
• Revise for clarity, tone, and impact

✅ Key Takeaway

An effective PR speech is:

• Strategic and purpose-driven
• Audience-centered
• Clear, structured, and persuasive
• Ethical and credible
• Concise and well-timed
• And adapted to the appropriate discourse type

References:

Seitel, F. P. (2017). The practice of public relations (13th ed.). Pearson.

Wilcox, D. L., Cameron, G. T., & Reber, B. H. (2015). Public relations: Strategies and tactics (11th ed.). Pearson.

Lucas, S. E. (2020). The art of public speaking (13th ed.). McGraw-Hill Education.

Public Relations Society of America. (n.d.). PRSA code of ethics. https://www.prsa.org/ethics/code-of-ethics

📚 Assignment: Writing a PR Speech Using Abbreviations

🎯 Objective

To develop your ability to write and deliver a professional Public Relations speech using abbreviations effectively while maintaining clarity, organization, and audience awareness.

🗣️ Type of Discourse

Expository PR Speech

📝 Task Description

Write a Public Relations expository speech (700–1000 words) on a PR-related topic such as:

• Product or service launch
• Campaign announcement
• Educational or digital platform
• Institutional initiative

📌 MANDATORY STRUCTURE

Your work must follow this exact order:

1. Type of Speech

State: Expository PR Speech

2. Target Audience

Identify your audience (e.g., media professionals, students, stakeholders)

3. Purpose

Explain the purpose of your speech (e.g., to inform, explain, present)

4. Title

Provide a clear and relevant title for your speech

5. Introduction

• Greeting
• Context
• Brief statement of purpose

6. Body

• Development of ideas
• Clear explanation of the topic
• Logical organization of information

7. Conclusion

• Summary of key points
• Call to action or closing statement

✏️ Requirements

🔤 Use of Abbreviations

• Include at least 10 abbreviations
• You DO NOT need to write the full terms
• Use them naturally and appropriately

🔢 Word Count

• Your speech must be 700–1000 words
• Include the word count at the end

✔ Example:

Word count: 812 words

✍️ Language and Style

• Formal and professional tone
• Clear and coherent writing
• Suitable for oral delivery

👥 Audience Awareness

• Adapt your language and tone to your chosen audience

🤖 Use of Artificial Intelligence

• Artificial Intelligence is allowed only during the writing stage
• This means you may use AI before submitting and recording your speech
• You must:
  • Review and understand your written speech
  • Be able to explain your ideas independently

🎙️ Oral Delivery Requirement (MANDATORY)

After completing your written speech:

• Record your speech as a voice note (audio)
• This must be done without the use of Artificial Intelligence tools
• Speak clearly, with appropriate pronunciation, intonation, and pauses
• Deliver your speech naturally, demonstrating understanding of your content

📊 Evaluation Criteria

Criteria	Points
Content & clarity	2
Organization & structure	2
Use of abbreviations (≥10)	2
Language accuracy	1.5
Audience & PR tone	1
Structure compliance + word count	0.5
Oral delivery (voice note)	1
Total	10

⚠️ Important Notes

• Follow the structure exactly as given
• Avoid excessive or confusing abbreviations
• Ensure your speech flows naturally when spoken