Course goals and relevance
To provide understanding of media relations as an integral part of the public relations strategic planning process, based on sound mass communication theoretical underpinnings, while showing how its practical aspects can help achieve organizational communications objectives. The course will outline the development of mass communication theory and key media relations concepts, drawing from extensive published (and non-published) research, key case studies and the instructor´s experience in the field.
Among the objectives designed to achieve the seminar´s overall goals, participants will come away with a better understanding of:
- The development of mass communication theory
- Spokesperson raining and its role in the media relations plan; theoretical and practical
- Working with journalists
- The role of the media
- The role of the public relations professional in a media rich environment
- Social media and its role in media relations
The course mark consists of work done during class exercises (individual and group) worth 30% and a final exam taken during the exam period (individual) worth 70%.
Enrollment required. Limited number of participants.
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Master of Science in Communication in Media Management, Elective course, Crossmedia, Transmedia and Multimodal Communication, 2nd year
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