Media Relations

Course objectives
By the end of this course, students will be able to:

• Understand what media relations entails
• Understanding of the principles and practice of communicating with the media to achieve organizational goals
• How to develop and conduct media relations materials (plans, press releases, radio, film and post-cast communications, interviews and press conferences)
• Able to apply these principles to more effectively share and communicate with and in the media

Course description
This course will provide students with an understanding of “media relations as an integral part of the public relations strategic planning process, based on sound corporate communication theoretical underpinnings, while showing how its practical aspects can help achieve organizational communication objectives.
The course will highlight the way in which media operates and what it takes to get your story “picked up” by the media – and for the right reasons. Students will learn the importance of a clear and strategic corporate communication strategy when disseminating news, study findings, business progress, and product launches, etc. through various media. Students will learn how to write press releases, give media interviews and video segments, and to conduct press conferences.

Learning methods
Teaching involves a mix of lecture, readings, interactive discussions and activities. These include role-playing, doing interviews in print, radio, video, and pod-cast, and creating communications used in other media relations activities (videos, communication plans).

Attendance
The professor does not excuse absences nor take attendance.

Examination information
The mark for this course will consist of:
30% media experience assignment. Instructions will be posted on iCorsi.
70% individual examination. Administered online and composed of short answers, multiple choice questions, and case study.

Limited number of participants.