Media Relations

This course examines the role of media relations as it aligns with public relations theory and practice. Reliance on conventional media is shrinking because the Internet allows organizations to distribute their message and engage directly with stakeholders. The course examines media relations practices in both conventional and social media settings.

On completion, students will have the necessary skills to interact professionally with traditional and digital journalists; understand the process to set measureable communications goals; and develop strategies to build effective media relations campaigns using tactics for digital and conventional platforms.

The digital world, with its inherent transparency, means organizations must understand how to use digital tools to build community and reach an audience. Social media tools and measurement used by PR practitioners are examined. As the digital world demands greater transparency and authenticity, students learn about the ethical issues faced in media relations.