British Columbia Institute of


MKTG 1019 - Media Relations

Marketing Management Part-time Studies Course

School of Business

Course Details

Covers the basic media process; developing media strategy; news room realities; packaging your message; the media as messenger, interview techniques and critiques; and crisis communications. The media is a business like any other. Their product is controversy. By knowing the rules of the game, astute managers can make the media work for them.





Spring/Summer 2019

Below is one offering of this course for the Spring/Summer 2019 term.

CRN 64719

Fri Apr 12 - Sun Apr 28 3 Weeks

Class Meeting Times

Dates Days Times Locations
Apr 12 Fri 17:30 - 20:30 DTC Rm. 362
Apr 13 - Apr 14 Sat/Sun 09:00 - 16:30 DTC Rm. 362
Apr 26 Fri 17:30 - 20:30 DTC Rm. 362
Apr 27 - Apr 28 Sat/Sun 09:00 - 16:30 DTC Rm. 362


Sabrina Del Monte

Course Outline




  1. Due to the intensive and interactive nature of this course students are required to attend all classes. Classes will run April 12-14 and 26-28 with the following class times: Fridays - 1730 - 2030. Saturdays and Sundays - 0900-1630. No class April 19-21

This course offering is in progress. Please check back next term or subscribe to receive email updates.

In Progress

Learning Outcomes

Upon successful completion of the course, the student will be able to:

  • Examine how media relations fits in to broader practice of public relations
  • Identify who the traditional media and new media are
  • Identify the media's approach to what is news and how it originates
  • Examine how to effectively work with traditional media and new media to get your story out
  • Define what makes stories newsworthy
  • Write a media relations plan and a news release for a newsworthy story
  • Compare different styles of writing media documents for traditional and new media use
  • Examine strategies to connect with traditional media using new media and how to connect with influencers in new media to get your story out
  • Examine how to effectively prepare for a media interview
  • Examine diverse ways to reach the new and traditional media to get your story out
  • Analyze case studies to examine the best practices for crisis communications

Effective as of Fall 2016

Related Programs

MKTG 1019 is offered as a part of the following programs:

School of Business

  1. Advanced Business Management
    Part-time/Distance & Online Learning   Certificate
  2. Broadcast and Digital Journalism
    Part-time   Associate Certificate
  3. Broadcast and Media Communications - Broadcast Journalism
    Part-time   Certificate
  4. Fire Executive Management
    Part-time/Distance & Online Learning   BCIT/Industry Partnership Certificate
  5. Marketing Management - Public Relations
    Part-time/Distance & Online Learning   Associate Certificate
  6. Nonprofit Management
    Part-time/Distance & Online Learning   Associate Certificate
  7. Radio Arts and Entertainment
    Part-time   Associate Certificate

Books & Supplies

The BCIT bookstore carries textbooks, general reference books, software, and stationery. Please visit for more information.

Spring/Summer 2019

Books for Spring/Summer 2019 offerings of this course are available in the following BCIT online bookstores. Please choose the bookstore appropriate for the offering you are considering.

BCIT Downtown Campus Bookstore

If you are taking this course at the BCIT Downtown Campus (DTC), please purchase books for this course at the BCIT Downtown Campus Bookstore.

In The News
Author Carney
Copyright 2009
Binding Paperback
ISBN 978-0-88864-495-4
Price $22.50

Image not available
Canadian Press Stylebook
Author Canadian Press
Copyright 2017
Binding Paperback
ISBN 978-0-92000-954-3
Price $34.95


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Registration is now open for the Spring/Summer 2019 term.

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Classroom locations are subject to last minute changes. Please check the Part-time Studies Classroom Locations listing at on the first day of any course you are registered for.

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