I had a great conversation with a good friend yesterday. We found ourselves discussing digital campaigns and the perception—or sometimes misperception—of “organic” earned media vs. paid media in an ever-changing, social media influencer-driving content world. We’re bombarded with content daily from brands, businesses, news, and even friends and family. How do we perceive that content and consume it responsibly?

Now, flip that thought. If you’re considering a career in public relations, you will most likely play a part in helping create content for others to consume. You may even find yourself in a role that shapes what audiences and communities think and talk about on a given day. What makes public relations content distinct from other types of content? How do we reach our audiences in an engaging, but also appropriate way?

These are just a few of the things our class will talk about this semester as we dive into learning the various types of content and standards within public relations, practice writing from a public relations perspective, and discuss the importance of ethics within PR strategies and tactics. And throughout the course, we’ll support one another to build each other up as better writers. My hope is that you’ll walk out of class at the end of the semester having grown in your writing abilities and with a clear understanding of PR writing practices.

So, as you prepare to engage in this course I want to leave you with this quote from poet and novelist Margaret Atwood, “A word after a word after a word is power.” Words have power. Words have value. Words can change lives. So how do we use our words well within public relations?