Focusing on a key element of marketing and public relations practice, students discover the key roles that "earned media" and relationships with news and information media play in any communications strategy. Students examine the range of roles and functions of journalists, analysts and commentators in news outlets, magazines and other media organizations, and learn how to work with these entities to achieve marketing and public relations goals. Students dissect the impact of media coverage on organizations, discover how these media connect with other key stakeholder groups, learn to develop targeted media relations strategies and discover the tools and skills required to work both proactively and reactively with the media.
Focusing on a key element of marketing and public relations practice, students discover the key roles that "earned media" and relationships with news and information media play in any communications strategy. Students examine the range of roles and functions of journalists, analysts and commentators in news outlets, magazines and other media organizations, and learn how to work with these entities to achieve marketing and public relations goals. Students dissect the impact of media coverage on organizations, discover how these media connect with other key stakeholder groups, learn to develop targeted media relations strategies and discover the tools and skills required to work both proactively and reactively with the media.
