Year
Year 3
Semester
Second Semester
Credit
3
Program Description
Builds relationships with journalists and crafts press materials for news coverage.
Course overview
This course focuses on the practical skills needed to build and maintain relationships with journalists and media professionals. You will learn how to craft compelling press materials that secure positive news coverage for organizations. From writing effective press releases to preparing for interviews, you will gain the tools to manage an organization's public image through media interactions.
Who takes this course
This course is an elective for students in the following programs:
Credits: 3 · Hours: 45
Prerequisites
None
Learning outcomes
- Identify key media outlets and journalists relevant to an organization's sector.
- Pitch story ideas that align with current news cycles and editorial interests.
- Write press releases, media advisories, and backgrounders that meet news standards.
- Prepare spokespersons for interviews and handle difficult questions effectively.
- Monitor media coverage and measure the impact of media relations efforts.
Evaluation
| Component | Weight (%) |
| Media pitch and relationship log | 20 |
| Press release and media advisory package | 25 |
| Mock interview performance | 25 |
| Final media campaign project | 30 |