The influence of the news media on public policy, public opinion and consumer behaviour is important to companies and organizations. For this reason, the public relations practitioner should understand how the news media works and how to establish and maintain positive relationships with the news media.
This course will explain the role of the news media, how it operates, and the new guidelines that that govern interaction with the news media in today's changing media and technology environment. You will learn how to construct an effective media relations strategy, how to evaluate media relations within a corporate public relations plan, and practice using tools and methods used in relationships with the news media.
Explain the operation of the news media.
Describe some of the major changes affecting PR professionals' relationships with the news media.
Assess and select appropriate strategies in dealing with the news.
Identify and explain appropriate strategies and tactics to handle a news media interview and/or coach someone to handle a new media interview.
Prepare and implement a media relations strategy and plan for a company or organization.
Prepare effective media relations tools.
Create an effective media relations plan and monitor/evaluate media relations results.
This course may be available online. Students login to the course and communicate with the instructor and fellow students via the Internet. All assignments and course activities are submitted electronically to the course instructor.
Using mobile devices in online courses
If you are planning on accessing your online courses using a mobile device such as a tablet or a smartphone, please note that not all required course features will be accessible with these devices. To fully function in your online courses, you will need to have access to a computer running Windows or MacOS.
A course refund, minus a $75 administrative fee, will only be provided within six calendar days after the course start date. You will need to provide notification of withdrawal by phone: 250-721-6129 OR email: firstname.lastname@example.org. Students who withdraw after that date may be eligible to receive a W transcript status. Students who do not notify the course Instructor and Administrative staff of their decision not to complete the course will receive a failing grade (F).
Credit vs non-credit
Credit refers to degree credit. If you are taking a course or program for credit through UVic Continuing Studies, it means that course or program provides credit towards a degree at UVic or another authorized university. Credit students have to meet certain criteria, such as being accepted to both UVic Continuing Studies and the University of Victoria.