Publishing, Publicity and Cultural Journalism

Careers in publishing, journalism and publicity have always attracted people with talent and energy. Those with a love of literature and language, a respect for the written word, an inquiring mind, and a healthy imagination are naturally drawn to an industry that creates, informs, and entertains. For many, publishing or journalism is more than a business; it is a vocation that constantly challenges and continuously educates. For people who have always worked on school publications, spent hours browsing in bookstores, or who have subscribed to too many magazines, choosing a course like this one is a logical means to combine personal and professional interests. This course provides an introduction to some aspects of book publishing, to journalism and publicity & marketing. Students will learn the fundamentals of editorial acquisitions and editing, the importance of publicity and social media. Students will be required to think like publishers and to work as publicists or marketing assistants seeking creative projects and press strategies to stay ahead of the curve for consumers' time and attention.  

1. You will learn useful skills to increase your future job prospects  
2. You will learn from experienced professionals  
3. You will be offered great networking opportunities  

Course contents  

PUBLISHING  

A brief history of the book publishing industry  

Focus on the historical, cultural and commercial knowledge of the publishing industry with a focus on the Italian situation.  

An overview of a Book Publishing House & the Editorial Office  

The editorial project. 

 How to create a Blurb and Book Jacket  

Graphics & Iconography 

 Blurbs and Book Jackets 

 How to write a Book Report - Guest speaker: Sabine Schultz editor foreign literature - Neri Pozza Publishing House  

Assessment task include:  

Creating a Book Jacket Project  

 

CULTURAL JOURNALISM  

Brief history of Italian Journalism 

 Origins and History of Italian cultural journalism from the origins to World War II  

Focus on Modern Journalism  

Newspapers, Weekly and Monthly magazines versus Television, Radio & Web versus Social Media  

The differences in approach between broadcast and print journalism  

The different structure and style required for a book review 

 Focus on the importance of interviews in cultural writing and how to adapt the tone and style to the subject.  

The basic rules of interviewing, both face-to-face and by telephone  

Assessment task includes:  

Writing a Book review or writing up an Interview  

 

PUBLICITY & MARKETING 

The Role of Public Relations and Publicity as Communication Tools for a Publishing House  

Strategic management of information to ensure that writers and books achieve specific communications goals  

Creative marketing  

Organizing a cultural event and preparing a marketing plan 

 Social media marketing  

Assessment task includes:  

Organizing a book’s event 

Method of instruction  

Seminar and guest speakers  

 

Course requirements  

Since this course is a seminar course that revolves around class discussions, written assignments, presence of guest-speakers, it is particularly important for you to be in class to benefit from all that your fellow students, instructor and guest speakers have to offer. No more than three unexcused absences are permitted. You will fail the course on your fourth unexcused absence. 

 

Grading 

•  Attendance and class participation 10% of final grade  
• Short writing assignments 20% of final grade  
• Midterm exam 30% of final grade  
• Final written exam 40% of final grade  

 

Course readings and materials  

All the readings will be available in a course pack and the lecturer’s slides will be available on Blackboard.