Text Theory

Updated:3 August, 2014

Course Summary

A successful PR-professional must have the skill to communicate ideas, information and emotions both in oral speech and on paper. The Text Theory course is intended to blend practical learning with academic underpinning and provides the theoretical basis for public relations writing practice. Students learn fundamentals of writing texts belonging to different PR genres. The assignments give students an opportunity to write the texts the PR professional is likely to deal with – writing for the traditional and social media, writing letters, reports, etc.

Course Format

Hours of lecture Hours of discussion Hours of independent study Total numbers of hours
3 17 52 72

Please note that the time spent on independent study exceeds hours of lecture and discussion.

Course Content

The course will cover the following topics:

  1. Text as a communicative unit (4 hours)
    • definition and methods of investigation
    • text pragmatics
  2. Structure and semantics of the text (6 hours)
    • semantics categories of the text
    • text cohesion
    • text modality
  3. Classification of PR texts (10 hours)
    • texts for the media
    • corporate advertising
    • corporate media texts
    • correspondence
    • PR documents

Reading List

Required reading:

  1. Galperin I.R. (2014) Tekst kak object lingvisticheskogo issledovanija. USSR, Moscow.(in Russian).
  2. Wilcox Dennis L., Reber Brian H. (2012) Public Relations Writing and Media Techniques. 7th ed. Pearson, New York
  3. Svyazi s obshchestvennost’u. Sostavlenie dokumentov: Teoriya i praktika. (2012). Ed. by L. Minaeva. 2nd edition. Moscow: Aspect Press (in Russian).

Recommended reading:

  1. Aronson Merry, Spetner Don, Ames Carol (2010) The Public Relations Writer’s Handbook. The Digital Age. John Wiley & Sons, USA.
  2. Brown Gillian, Yule George (1993) Discourse Analysis. CUP.
  3. Panchenko N.V. et al. (2010) Teorija teksta. Moscow: Flinta-Nauka (in Russian).

Online resources:

  1. Web-sites of commercial organizations, government agencies, non-profit organizations.
  2. Web-sites of information agencies.

Homework Assignments

Homework will be assigned weekly. You will be expected to study the books from the reading list and to analyze various texts. You will also have to write a test, make a 7-minute oral presentation on text theory and prepare a portfolio of PR texts.


It is a pass/fail course. To get a pass, you should complete all the assignments.