Public Relations Writing

Valerie "VK" Fields has taught at University of North Carolina at Chapel Hill since 2007, regularly teaching courses in public relations writing, crisis communication, and strategic writing. She has worked in PR for some of the worlds most well-known organizations including Walt Disney World Resort, McDonalds Corporation Regional Headquarters and the Ronald McDonald Childrens Charities of North Carolina. Fields is the founder and chief executive of PR Pros, LLC, an award-winning public relations and content creation agency in Raleigh, North Carolina. In 2018, she received the Michael L. Herman "Excellence in Mentoring" award from the North Carolina Public Relations Society of America and in 2019 became a certified crisis communication specialist by the national Public Relations Society of America (PRSA) industry group. In 2023, Fields was honored with the Power 100 Award as one of the top 100 most influential business leaders in North Carolina, presented by Black Business Ink.

1 Introduction to Public Relations Writing 2 Public Relations Industry Standards and Ethics 3 The Relevance of Associated Press (AP) Style 4 Creating Newsworthy Content that Gets Coverage 5 PR Documents Created for the Media 6 Proactively Pitching and Attracting Media Coverage 7 Websites, Online, Social Media Content, and AI 8 Writing Socially-Conscious Content 9 The Story Behind the Image 10 Internal Communication Tools 11 External Communication Tools 12 Writing to Secure PR Opportunities 13 Promotional Writing 14 Writing for Action and Change 15 Creative Content 16 Branding 17 Persuasion and Writing for the Masses 18 Writing to an Individual