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 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.