Course overview
This course introduces students to the advanced theory and management of media relations. Media relations is used to earn positive attention for an individual, group, idea or organisation to enhance its reputation. Management of this practice is central to the communication strategies of not-for-profit, government and corporate sectors. In this course, students will develop advanced knowledge of media relations theories, strategies and tactics across a variety of contexts. This includes analysing and evaluating media campaigns and developing a strategic campaign media management plan.
Course learning outcomes
- Demonstrate understanding of the role of media management strategies and tactics in shaping contemporary communication practices across not-for-profit, government and corporate sectors
- Understand the relationship between media management and news media and how media management is used to influence an organisation’s positive reputation in the media
- Build knowledge of advanced media relations theories to understand how to apply them in the development of media relations strategies, tactics and campaigns
- Analyse established and emerging media management strategies, campaigns and tactics, and learn how to apply them to different contexts using traditional, social and hybrid media
- Apply media management skills in research, writing and strategy to the production of strategic plans, and critically reflect on the role of media relations in addressing contemporary communication issues