Course overview
This course will expand students' knowledge and skills in the writing, creation and management of content used by organisations to communicate with the media and publics, including social and digital media platforms. Students will build upon introductory concepts of communication to develop writing skills in areas such as media releases, backgrounders, media kits, and content for new and emerging media. This will be underpinned by knowledge development in the areas of media audiences, persuasion and newsworthiness. It will be further complemented by the development of skills in producing industry-ready documents, online material and other essential platforms.
Course learning outcomes
- explain the role of content creation within organisations and the media
- determine the writing and editing skills required for public relations outcomes
- examine the conventions of a range of important professional communication writing genres
- apply knowledge of the relationship between the media and public relations to professional practice