Course overview
This course introduces you to the theory and practice of media relations. Media engagement is now central to the communications strategies of the NGO, government and corporate sectors. You will develop knowledge about media relations strategies and tactics across a variety of contexts, analyse media campaigns, and develop practical skills in media relations writing, research and strategy. For students in the Social Media and Digital Promotion major, this course will provide essential theoretical and practical grounding for your advanced production courses, while students in other programs will develop their understanding of a range of media relations concepts and practices.
Course learning outcomes
- Demonstrate knowledge of the role of media relations techniques in shaping contemporary communication practices across the NGO, government and corporate sector
- Analyse established and emerging media relations strategies and tactics, and locate these in the context of relevant media and communications theory
- Apply media relations skills in research, writing and strategy to the production of practical work, and critically reflect on the role of media relations in addressing contemporary communications issue