Promotional Writing

Catalog description

The rise of digital communication technologies has had a profound impact on the public’s relation to text. This shift has fundamentally altered the work of professional writers by providing many opportunities for communications experts to engage with their audiences in new and innovative ways. In addition, it has changed how individuals experience, consume, and absorb text-based information. In this course, students will learn some of the latest trends in promotional writing that aim to meet the shifting demands of content production in the digital age. Students will explore communications strategies and content production elements in digital environments, as well as analyze theories of persuasion in relation to social engagement. This course covers promotion of personal brands, individual clients, and organizations (both for-profit and non-profit). Students will study real life examples to gain knowledge of industry standards and best practices to both meet the needs of clients and to strengthen their overall communication practices. Through this work, students will build a repository of tactics, strategies, and tools to develop (1) promotional strategies that incorporate online and offline audience engagement techniques, and (2) relevant supporting documents and materials.