YCCA2130 Media Relations (5 cr)

Content

This course examines, analyzes, and trains communication professionals working with the media. The aim is to become familiar with media publicity and media reputation as well as with media reporting and editorial logic. In addition to traditional media, the course also explores phenomena in the new media environment, such as blogger/vlogger relationships.

After completion of the course the student will be able to…
- understand how organizations manage mutually beneficial relationships with the news media with the aim of improving organizational reputation
- identify tactics and tools to gain favourable online and offline media publicity
- know the routines, practices and policies of news media organizations and journalists, including processes of news gathering, production and dissemination
- analyse and plan media strategy, including press conferences, media releases and social media posts aimed at gaining positive media attention
- prepare for media interviews and events, act as spokesperson for organizations, and advise organizations on meeting journalists.

Articles, chapters and cases provided by the instructor and guest lecturers.