Course Review Part 3: Key Documents in Public Relations

 Course Review Part 3: Key Documents in Public Relations

Document Type	Purpose	Target Audience	Structure & Key Features	Tone & Language	Examples of Typical Content
House Organ	To inform, engage, and align internal stakeholders with the organization's values, news, and achievements.	Employees, managers, internal stakeholders	- Regular sections: editor’s note, employee highlights, project updates, HR announcements - Company branding and visuals - May include photos, interviews, and success stories	Friendly, professional, and motivational	“Meet our new team members” “Results from the annual staff survey” “Upcoming training opportunities”
Brochure	To promote a product, service, project, or event through persuasive messaging and appealing design.	Prospective clients, customers, investors, event attendees	- Cover: brand, slogan, image - Inside: key features, benefits, testimonials, contact info - Call to Action (CTA) at the end	Persuasive, promotional, concise	“Discover our all-inclusive service packages” “Why partner with GreenTech Solutions?”
Press Release	To announce something newsworthy to the media in a clear and objective format.	Journalists, bloggers, media outlets	- Headline - Lead paragraph (5Ws + H) - Body paragraphs (background & quotes) - Boilerplate (about the company) - Media contact details	Factual, neutral, professional	“GreenWave Launches Coastal Cleanup Initiative” “New CEO Appointed at GlobalCom”
Corporate Letter	To handle official, formal communication between an organization and external stakeholders.	Clients, suppliers, government entities, corporate partners	- Company letterhead - Date and addresses - Salutation - Clear body paragraphs - Formal closing and signature	Courteous, formal, precise	“We are writing to confirm the receipt of your application…” “We appreciate your continued partnership…”
Formal PR Letter	To respond or initiate contact on public-facing matters, including invitations, complaints, agreements, or proposals.	General public, organizations, media, clients	- Similar to a corporate letter - Often includes persuasive or problem-solving language - May be printed or emailed	Clear, structured, persuasive or apologetic depending on purpose	“We are pleased to invite you to…” “We regret any inconvenience caused by…”
Circular	To inform quickly and efficiently, usually within the organization, about updates, decisions, or instructions.	Staff, departments, internal teams	- Brief and to the point - Subject or header line - One to three short paragraphs - May be printed or posted digitally	Neutral, informative, sometimes directive	“Reminder: Submit expense reports by June 5” “The office will close early this Friday at 2 p.m.”
Instructional Guide	To provide clear, step-by-step instructions on performing a process, task, or operation.	Employees, users, clients	- Title and brief introduction - Numbered or bulleted steps - Use of imperatives (“Click”, “Open”, “Check”) - Visuals or diagrams if necessary

 

Tips for Writing PR Documents

• Match tone and register to the audience (formal, informative, persuasive).
• Keep the structure clear and predictable for easier comprehension.
• Always include relevant details: contact info, dates, names, objectives.
• In press releases and brochures, prioritize clarity and visual appeal.
• For internal documents, balance formality with approachability.

 

Questionniare: 

https://forms.office.com/Pages/ResponsePage.aspx?id=m99TarUuTUi7cXO8ROnWgT_kYXJGJaFHgfweQScL3jBUNFg1QjdBVk42OVJFR0lIWldYOUJISlNQMyQlQCNjPTEu

Course Review Part 2: Word formation and Acronyms

📝 Summary Chart – Part 2: Word Formation and Acronyms in PR

Category	Explanation	Examples	Application in PR
Prefixes	Added to the beginning of a word to change its meaning	re- (redo), pre- (prelaunch), un- (unpaid), dis- (disagree)	Used to describe project phases (pre-event, rebranding)
Suffixes	Added to the end of a word to form a new word class or change meaning	-ment (development), -tion (promotion), -ive (effective), -ly (quickly)	Forms nouns and adjectives for campaigns (improvement, persuasive)
Compound words	Two words combined to form a new one	newsletter, feedback, pressroom, stakeholder	Common in internal communication and marketing
Conversion (Zero Derivation)	Changing a word's class without adding an affix	update (noun → verb), email (noun ↔ verb), report (verb ↔ noun)	Allows flexibility in headlines and bullet points
Clipping	Shortening a longer word into a simpler form	info (information), ad (advertisement), promo (promotion)	Informal usage in blogs and slogans
Blending	Combining parts of two words to create a new one	webinar (web + seminar), infographic (information + graphic)	Used for innovation and tech-based services
Acronyms	First letters of words used as a new word (pronounced as a word)	PR (Public Relations), CSR (Corporate Social Responsibility), CEO	Essential in corporate, internal, and external communication
Initialisms	First letters of words pronounced individually	ROI (Return on Investment), HR (Human Resources), R&D (Research & Development)	Widely used in strategy documents and reports
Abbreviations	Shortened form of a word or phrase	dept. (department), approx. (approximately), info (information)	Used in internal memos and quick communication
Buzzwords in PR	Trendy or field-specific words that carry persuasive or professional value	engagement, reach, branding, optimization, synergy	Improve tone and audience engagement in campaigns and reports

✅ Tips for Students

• Use prefixes and suffixes to adapt word forms for different functions (e.g., noun → verb, adjective → noun).
• Incorporate acronyms and buzzwords appropriately in professional documents like press releases, brochures, and memos.
• Avoid overuse of informal blends or clipped words unless the context allows (e.g., a social media post).
• Be consistent with capitalisation of acronyms (e.g., always write PR, not pr).

  

Word Building Exercise:

https://www.grammarbank.com/word-formation-exercise-7.html

📝 Summary Chart – Common Prefixes in Public Relations Writing

Prefix	Meaning	Example Word(s)	Function / Use in PR Writing
re-	Again, back	rebrand, rewrite, relaunch	Used for repeated or updated strategies and relaunches
pre-	Before	prelaunch, prewrite, preplan	Refers to pre-event planning, pre-campaign analysis
un-	Not, opposite of	unprofessional, unresponsive	Describes negative qualities in services or tone
in- / im-	Not, into	ineffective, impossible, inaccurate	Used in evaluation of outcomes or service delivery
dis-	Opposite of, reverse	disconnect, disagree, disapprove	Describes problems in communication or reputation
co-	Together, jointly	cooperate, coorganize, coworking	Highlights teamwork, collaboration, and partnerships
over-	Too much, excessive	overcommunicate, overreact	Warns about overuse or exaggerated tone in communication
under-	Too little, beneath	underestimate, underperform	Used in campaign or team performance analysis
non-	Absence or lack of	nonverbal, nonprofit, nonspecific	Defines types of organizations or communication styles
mis-	Wrong, badly	miscommunicate, mislead	Refers to misunderstandings in media or stakeholder messaging

✅ Tips for Students

• Prefixes change the meaning of the word and can indicate time, negation, intensity, or cooperation.
• Use them to clarify tone, intent, and strategic descriptions in all PR formats—from brochures to press releases.
• Be consistent and accurate—mislead is not the same as disagree, and unprofessional is stronger than incomplete.

📝 Common Suffixes in Public Relations Writing

Suffix	Meaning	Example Word(s)	Word Function Change	Function / Use in PR Writing
-ment	Action or result of	development, engagement, improvement	Verb → Noun	Describes stages or outcomes in project and campaign planning
-tion / -sion	Act or process	promotion, communication, persuasion	Verb → Noun	Refers to strategic actions in media and branding
-ive	Having the quality of	effective, persuasive, responsive	Verb/Noun → Adjective	Adds descriptive power to PR tone, tools, or message types
-al	Relating to	professional, promotional, internal	Noun/Verb → Adjective	Used to classify documents, tone, or message objectives
-ly	In the manner of (adverb)	quickly, clearly, strategically	Adjective → Adverb	Describes how actions are performed (e.g., in guides or instructions)
-able / -ible	Capable of being	adaptable, credible, noticeable	Verb → Adjective	Highlights qualities and standards in branding or communication style
-ness	State, condition, or quality	awareness, effectiveness, readiness	Adjective → Noun	Expresses abstract campaign goals or outcome indicators
-er / -or	One who does	manager, communicator, editor	Verb → Noun (agent)	Names roles or professionals in a PR department
-ance / -ence	State or quality	importance, influence, audience	Verb/Adjective → Noun	Identifies target groups or abstract concepts
-ity	Quality or condition	visibility, credibility, neutrality	Adjective → Noun	Common in performance or tone evaluations

✅ Student Tips

• Look at the root word before and after adding the suffix to understand the shift in function (noun, verb, adjective, adverb).
• Use noun-forming suffixes like -ment, -tion, -ness for reporting and strategy writing.
• Use adjective-forming suffixes like -ive, -al, -able to describe tools, styles, and campaigns.
• Use -ly suffixes when writing clear instructions or process descriptions.

Word Formation Exercise:

https://www.esl-lounge.com/student/advanced/cae-041-word-formation-exercise.php

Exercise of acronyms and abbreviations:

https://wordwall.net/es/resource/94341824

Course Review Part 1: Punctuation and Writing Rules

 📝 Punctuation and Writing Rules Summary Chart – Part 1

Detailed Rules	Correct Usage Example(s)
Capitalisation - Capitalise proper nouns: names of people, departments, organizations, countries, and brands. - Capitalise titles when they appear before a name (e.g., Marketing Director Jane Smith), but use lowercase after a name (Jane Smith, marketing director). - Capitalise official documents, months, days of the week, and acronyms (e.g., PR, CEO). - Always capitalise the first word in a sentence and the pronoun I.	✔ We met with the Human Resources Director. ✔ The event was held on Friday in Paris. ✔ The CEO will attend the board meeting.
Comma(,)  Use to separate items in a list. - Place after introductory words/phrases (e.g., However, As a result). - Set off non-essential information (clauses or phrases that can be removed without changing the main meaning). - Avoid comma splices: don’t join two independent clauses with a comma alone.	✔ The brochure, which includes the updated schedule, was printed last week. ✔ Yes, we will publish the press release tomorrow. ✔ We invited journalists, sponsors, and clients.
Colon(:) - Use after a complete sentence to introduce a list, quotation, explanation, or subtitle. - Avoid using after incomplete sentences. - No capitalisation after a colon unless what follows is a full sentence or a proper noun. Semicolon(;)	✔ The following people were invited: journalists, stakeholders, and investors. ✔ There is one goal: increase brand awareness.
- Use to connect two related independent clauses without a conjunction. - Use in complex lists where items include internal commas (to avoid confusion). - Shows a stronger break than a comma but not as final as a period.	✔ The campaign was a success; the client was satisfied. ✔ The team includes Jane, Director of PR; Tom, Head of Media; and Alice, Social Media Manager.
Dash (—) - Emphasises additional information, interruptions, or shifts in tone. - Typically used in informal or emphatic writing. - Do not confuse with hyphens (-).	✔ The report — although delayed — was well received. ✔ We chose three partners — UrbanClean, EcoWave, and PureLife.
Parentheses () - Insert explanatory, background, or non-essential information. - Can be replaced by commas or dashes depending on formality and tone. - The sentence must make sense without the parenthetical content.	✔ The new policy (approved last week) takes effect Monday. ✔ Our partners (see Appendix A) include regional brands.
Italics - Used to emphasize words or phrases. - Indicate titles of publications, newsletters, brochures, newspapers, and online campaigns. - Avoid overuse: use only when needed for clarity or emphasis.	✔ Our latest brochure is titled Greener Tomorrow.<br>✔ The article appeared in The Marketing Journal.
Quotation Marks (" ") - Enclose direct speech, quotations, or titles of short works (articles, blog posts, chapters). - Periods and commas usually go inside closing quotation marks in American English. - Use single quotation marks for a quote within a quote.	✔ The spokesperson said, "This campaign is a milestone for us." ✔ He called it "an urgent matter."

✅ Tips for Students

• Always proofread for mechanics — incorrect punctuation undermines professional credibility.
• Follow consistency: If you italicize publication titles, do so throughout the document.
• Choose dashes or parentheses based on tone: dashes for emphasis, parentheses for subtle clarification.
• When in doubt, simplify sentence structure rather than overusing punctuation.

Practice: https://forms.office.com/Pages/ResponsePage.aspx?id=m99TarUuTUi7cXO8ROnWgT_kYXJGJaFHgfweQScL3jBUM1E1OVZCTUFPT0RUSUNaVzFESEEzQUZCTiQlQCNjPTEu

Final Project: House Organ

 📰 Academic Project Title: Creating a House Organ for a Brand

📘 Course: English Writing for Public Relations

🎓 Level: B2 (Upper-Intermediate)

📂 Deliverable: A digital corporate magazine (house organ) on Canva with an oral presentation

 

🔎 1. What is a House Organ?

A house organ (also known as a corporate magazine or in-house publication) is a publication produced by an organization for internal or external audiences. It serves to communicate corporate news, achievements, events, product launches, internal policies, and brand culture.

Types:

• Internal: Targets employees (HR updates, staff stories, company vision).
• External: Aimed at clients, investors, or partners (success stories, CSR, PR campaigns).

 

Sample: House Organ

https://issuu.com/luxuryavenue/docs/2010_la_spring

🗂️ 2. Project Description

Students will work individually or in pairs to create a mock-up of a house organ (corporate magazine) for a fictional or real company. It will include various types of written corporate content:

Required Sections:

1. Corporate Letter (from the CEO or Director)
2. Press Release (at least one)
3. Internal Circular (informing employees about a policy or internal event)
4. Newsletter Section (monthly updates or highlights)
5. Brochure Content (featuring a service, product, or event)
6. Editorial Introduction
7. Visual Elements: Cover page, logo, professional layout (images, columns, titles, etc.)

 

🧱 3. Structure of the Final Product

 

Section	Description
Cover Page	Title, company logo, publication date, tagline
Index or content	Content list with page numbers
Editorial Introduction	Short text introducing the issue’s content and objective
Corporate Letter	Formal, motivational message from a leader (CEO, director)
Press Releases	Announcing a new product/service, event, or achievement
Internal Circulars	Memo-style message addressing employees
Newsletter Pages	Headlines and brief items of interest with visual appeal
Brochure Pages	Promotional content with persuasive and visual language
Back Cover	Contact info, social media, slogan, acknowledgments

🗣️ 4. Oral Presentation (5–8 minutes)

Each student or pair will present their house organ to the class:

Presentation Guidelines:

• Explain the purpose of your house organ.
• Describe the target audience.
• Summarize each section and its function.
• Justify design/layout choices.
• Reflect briefly on the writing process and challenges.

 

 

🧩 6. Suggested Steps for Students

1: Introduction to house organs + brainstorm company

2: Draft corporate letter and press release

3: Draft circular, newsletter + brochure text

4: Design layout and revise all texts

5: Submit printed or digital magazine

6: Presentations + peer feedback

 

📌 Materials and Tools

• Canva / Adobe Express / Google Docs / MS Publisher (for layout)
• Sample press releases and brochures
• Grammar and vocabulary guides for business writing
• Rubric shared in advance

 

·       📚 References (APA 7th edition)

·       Argenti, P. A. (2018). Corporate communication (7th ed.). McGraw-Hill Education.

·       Bly, R. W. (2019). The copywriter's handbook: A step-by-step guide to writing copy that sells (4th ed.). St. Martin’s Griffin.

·       Guffey, M. E., & Loewy, D. (2022). Essentials of business communication (12th ed.). Cengage Learning.

·       Locker, K. O., & Kienzler, D. S. (2021). Business and administrative communication (12th ed.). McGraw-Hill Education.

·       Smith, R. D., & Elliott, D. (2020). Strategic planning for public relations (5th ed.). Routledge. https://doi.org/10.4324/9780429053426

·       Stanton, J. (2017). Introduction to business communication (2nd ed.). Pearson Education.

·       Walters, L. M., & Walters, T. N. (2020). Visual communication for public relations (2nd ed.). Routledge. https://doi.org/10.4324/9781315665085

The Brochure

Brouchure Sample:

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

THE BROCHURE

 

1. WHAT IS A BROCHURE?

A brochure is a printed text on small sheets in various formats that serves as an advertising or informational tool.

 

2. PURPOSE OF THE BROCHURE:

It is to disseminate information of any kind, since its objective is not necessarily to sell a product or a service.

 

3. TYPES OF BROCHURES:

3.1. Flyer

3.2. Bi-fold

3.3. Tri-fold

3.4. Four-fold

3.5. Multi-fold

 

When must each type of brochure be used?

📄 1. Flyer (Volante)

When to use it:

• To announce an event, promotion, or opening.
• For quick and inexpensive distribution (e.g., in the street, stores, or mailboxes).
• Ideal for time-sensitive information or limited content.

Characteristics:

• One single page.
• Direct and visually engaging.
• Used for mass distribution.

 

📘 2. Bi-fold (Díptico)

When to use it:

• To introduce a product, company, or campaign in a compact format.
• For presentations at fairs, conferences, or meetings.
• When you need a little more space than a flyer but still a simple layout.

Characteristics:

• Folded once to create 4 panels (2 front, 2 back).
• Balanced between visuals and text.

 

📕 3. Tri-fold (Tríptico)

When to use it:

• For structured information divided into clear sections (e.g., services, benefits, contact).
• Common in tourism, education, or health institutions.
• When you need a professional and informative look.

Characteristics:

• Folded twice to create 6 panels.
• Allows for storytelling, step-by-step explanations, or comparisons.

 

📚 4. Four-fold (Cuadríptico)

When to use it:

• When you need to present more detailed content or multiple product lines.
• For institutional communication or public service announcements.
• Useful for storytelling with images and text.

Characteristics:

• Folded three times to create 8 panels.
• Can be complex to design but highly informative.

 

📖 5. Multi-fold (Políptico)

When to use it:

• For detailed product catalogs, educational programs, or in-depth campaigns.
• When you have a large amount of organized content.
• For high-end corporate presentations or government information.

Characteristics:

• More than four folds, creating 10 or more panels.
• Requires careful design and usually higher printing costs.

4. WHO IS IT FOR?

4.1. Potential partners, members, or volunteers

4.2. Potential clients

4.3. Potential sponsors

4.4. Potential advocates in the community

4.5. The press

4.6. The general public

 

5. STEPS:

5.1. Select the information you want to convey.
5.2. Determine the target audience.
5.3. Choose the type of brochure.
5.4. Organize the information.
5.5. Create the design.
5.6. Print a test version.
5.7. Print the final version.

 

6. WRITING GUIDELINES:

6.1. Use short sentences.
6.2. Avoid technical jargon.
6.3. Avoid clichés.
6.4. Avoid redundancy.
6.5. Use correct spelling.
6.6. Avoid passive voice.

 

7. STRUCTURE:

7.1. Logo

7.2. Main title

7.3. Subheadings

7.4. Images

7.5. Descriptions

7.6. Call to action

7.7. Coupon

 

Sources:

• Editorial Etecé (2024) Brochure at https://concepto.de/folleto/#ixzz8g45302Xj
• Imprenta Bahía (2024) The 7 elements of a good brochure at https://www.bahiagrafica.com/los-7-elementos-de-un-buen-folleto/
• University of Kansas (2023) Creating brochures at https://ctb.ku.edu/es/tabla-de-contenidos/participacion/promover-interes-en-la-comunidad/folletos/principal

  

The Press Release

The Press Release

 

🧩 What Is a Press Release?

 

Definition:

 

A press release is an official written communication sent to media outlets to announce something newsworthy—such as a product launch, event, partnership, or achievement—on behalf of an organization.

 

Purposes:

 

• To inform the media and public
• To attract media coverage
• To control the narrative
• To support brand visibility and public image

 

🗞️ Why Are Press Releases Important in PR?

Press releases are important in PR because they…

• help generate media attention for key events or initiatives
• provide official, on-the-record statements
• serve as promotional tools
• contribute to building trust and credibility
• are useful for both reactive (crisis communication) and proactive strategies

 

🧭 Types of Press Releases:

 

1. Product Launch – New products or services
2. Event Announcement – Conferences, festivals, webinars
3. Company News – Mergers, hiring, expansions
4. Crisis Communication – Company responses or clarifications
5. Awards and Recognition – Winning or being nominated
6. Partnerships/Collaborations – Joint ventures or alliances
7. CSR Initiatives – Community projects, sustainability actions

 

🧱 Structure of a Press Release:

 Elements of a Press Release Format:

 

1. Company Logo:
Placed at the top of the press release so journalists know who sent the document.

2. Contact Information (Optional):
You can then add company information such as its name, address, email, and phone number.

3. Headline and/or Subheadline:
The headline and subheadline are very important elements, so write them as if they were part of a breaking news story. Make sure they grab attention, as they might be the only parts a journalist reads.

4. Location and Date:
Start the first paragraph with the company’s location, written in uppercase, and the date of the release. If the company is in a well-known city, you don’t need to include the state.

5. Lead Paragraph:
This is the first and most important paragraph. It should summarize everything you plan to develop in the following paragraphs. Along with the headline, this might be the only paragraph a journalist reads, so it should answer all the questions a reader might have about the story.

6. The Story:
Develop your story in short paragraphs.

7. Company Information (Boilerplate):
End the release by including information about the company.

8. A call to action:

An expected reaction by the reader.

9. Final Note (Contact info):
Below the closing, the only thing you can include is a final note with your company’s details such as the website, an email address, or a phone number so the reader can get more information about the content of the release.

 

✍️ Language and Style:

Tone: Formal, objective, concise

Tense: Usually present simple and passive voice

Style Features:

• Avoid overuse of adjectives or promotional tone
• Include relevant figures, names, and dates
• Use action verbs
• Write in the third person

 

🧠 Example of a Headline & Lead

Headline:

LaSalle University Launches Green Campus Initiative to Cut Emissions by 40%

Lead:

CANCUN, Mexico – May 19, 2025 – LaSalle University has announced the launch of a sustainability program aimed at significantly reducing its carbon footprint over the next five years.

 

📌 Tips for Writing an Effective Press Release

• Keep it to one page
• Be newsworthy – focus on what makes the story important
• Make the first paragraph count
• Include one or two quotable statements
• Provide contact info for follow-up

 

✅ Checklist for Press Release Evaluation

• Is the headline clear and engaging?
• Does the lead answer the 5Ws?
• Are there relevant facts and statistics?
• Is there at least one quote?
• Is the tone appropriate for a media audience?
• Is the boilerplate informative?
• Is the contact info complete?

 

📚 References (APA 7th Edition)

Bivins, T. H. (2014). Public relations writing: The essentials of style and format (8th ed.). McGraw-Hill Education.

Guth, D. W., & Marsh, C. (2016). Public relations: A values-driven approach (6th ed.). Pearson Education.

Newsom, D., & Haynes, J. (2016). Public relations writing: Form and style (10th ed.). Cengage Learning.

Smith, R. D. (2020). Strategic planning for public relations (5th ed.). Routledge. https://doi.org/10.4324/9780429286959

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

Associated Press. (2022). The Associated Press stylebook 2022 and briefing on media law. Basic Books.

 

Quiz of the press release: 

https://www.magicform.app/q/press-release-essentials-quiz-uqh