Course Code: MSTU 2000
Academic Year: 2017-2018
This course examines the role of media relations as it aligns with public relations theory and practice. Reliance on conventional news media is shrinking because the Internet allows organizations to distribute their messages to and to 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 journalists; understand the process to set measurable communications goals; develop strategies to build effective media relations campaigns using tactics for conventional and social media platforms; identify the ethical issues faced in dealing with the news media; and track and measure media relations success as a key tactic in reaching desired audiences and building community.