2021/22 Taught Postgraduate Module Catalogue

LUBS5417M Persuasive Writing and Speechmaking

15 creditsClass Size: 110

Module manager: Tony Byng
Email: adb@lubs.leeds.ac.uk

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2021/22

This module is not approved as an Elective

Module summary

Whether for commercial or not-for-profit goals, public relations (PR) and corporate communications professionals are constantly challenged to influence key stakeholders’ actions through soundly structured, deeply engaging and highly persuasive campaigns.In an effort to “reach out to hearts and minds”, persuasive communications must balance logical argument with an appeal to the emotions. This module recognises the vital importance of written opinions and verbal speechmaking in delivering these persuasive communications, online and through traditional media.

Objectives

The objectives of this module are to:
- Understand the role of persuasive writing and speechmaking in supporting achievement of PR and corporate communications goals
- Explore a range of persuasive techniques for both written and spoken communications
- Help students develop critical knowledge, skills and understanding by exploring the impact persuasive techniques can have on PR and corporate communications.

Learning outcomes
On completion of this module, students should be able to:
- Critically evaluate the role of persuasive techniques in PR and corporate communications
- Investigate the power of rhetoric and storytelling in persuasive communications
- Discuss the ethics of persuasive communications
- Deliver persuasive written and verbal communications
- Critically assess opinion articles, blogs and speeches

Syllabus

Areas include:
- Principles of persuasion
- Persuasive writing process
- Logical argument and the importance of evidence
- Storytelling and the power of a ‘good story’
- Position statements and opinion articles
- Rhetorical devices and their use in written and verbal delivery
- Speech writing
- Speechmaking and performance

Teaching methods

Delivery type	Number	Length hours	Student hours
e-Lecture	10	2.00	20.00
Tutorial	10	1.00	10.00
Independent online learning hours			120.00
Private study hours			0.00
Total Contact hours			30.00
Total hours (100hr per 10 credits)			150.00

Private study

This could include a variety of activities, such as reading, watching videos, question practice and exam preparation.

Opportunities for Formative Feedback

Your teaching methods could include a variety of delivery models, such as face-to-face teaching, live webinars, discussion boards and other interactive activities. There will be opportunities for formative feedback throughout the module.

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Essay	2,000 words	70.00
Oral Presentation	5 minutes	30.00
Total percentage (Assessment Coursework)		100.00

Students will produce two closely-related assignments requiring them to deliver a strong persuasive platform through both written and verbal communications. Resit will be by 2,000 essay for 100% of the module mark.

Reading list

The reading list is available from the Library website

Last updated: 30/06/2021 15:20:03

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