Course overview
This course introduces students to the theory and practice of media relations. Media relations is used to manage an organisation, group or individuals relationship with the media, with the aim of achieving positive attention to enhance its reputation and profile. Media relations techniques are also important in managing issues and crisis management situations. This practice is central to the communication strategies of not-for-profit, government and corporate sectors. In this course, students will develop knowledge about media relations theories, strategies and tactics across a variety of contexts. This includes analysing and evaluating media campaigns and developing practical skills in media relations writing, research and strategy.
- Media Relations Concepts
- Media Relations Strategies
- Media Relations Tactics
Course learning outcomes
- Demonstrate knowledge of the role of media relations techniques in shaping contemporary communication practices across not-for-profit, government and corporate sectors
- Identify the relationship between media relations and media outlets, and how media relations is used to influence an organisation’s positive reputation in the media
- Build knowledge of key media relations theories to understand how to apply them in the development of media relations activities
- Analyse established and emerging media relations strategies, campaigns and tactics, and learn how to apply them to different contexts using traditional, social and hybrid media
- Apply media relations skills in research, writing and strategy as required in professional practice