Media Relations

PART OF: Diploma Program in Public Relations

Course description

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. 

Learning objectives

  • 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.

Registration details

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RELATED TO: Public Relations