Course Overview
In this course, students prepare for work in a media relations role for an organization. It relies on the concepts of mass media to address the role of media relations in organizations, and explains the development of a media relations plan in the context of both old and new media. This course also assesses the contemporary issues and topics surrounding media relations, while providing students with effective writing, communication, audience identification & demographics, branding, and interview strategies. Students will learn how to build an effective media relations plan, how to evaluate media relations within a broader corporate public relations plan, and apply concepts using tools and procedures used in interactions with the media.
Prerequisite(s)
- Successful completion of all term 1 courses.
Credits
3.0
- Not offered this term
- This course is not offered this term. Notify me to receive email notifications when the course opens for registration next term.
Learning Outcomes
Upon successful completion of this course, the student will be able to:
- Describe key media drivers and the role of media relations.
- Define the role of media relations within an organization.
- Determine suitable strategies for dealing with the news media through case studies.
- Build an effective media relations plan, including news releases using CP Style under tight deadlines.
- Understand the growing role of new media and social media in news gathering and dissemination and their effect on traditional media.
- Monitor/evaluate media relations results.
- Identify audience and demographics.
- Pitch story ideas effectively to journalists.
- Plan and implement a crisis communications plan.
- Categorize and clarify appropriate tactics to handle a news media interview and/or coach someone to handle a news media interview.
- Recognize the impact of successful branding.
- Plan and manage professional news conferences.
Effective as of Winter 2025
Related Programs
Media Relations Skills for Journalists (COMM 1112) is offered as a part of the following programs:
- Indicates programs accepting international students.
School of Business + Media
- Broadcast and Online Journalism
Diploma Full-time
Programs and courses are subject to change without notice. Find out more about BCIT course cancellations.