MCM 216: Fundamentals of Media Relations

Learning Outcomes

At the end of this course, the students will

1. discuss media relations – evolution, objectives, functions and responsibilities;
2. explain means ways and means of establishing and maintaining rapport and credibility with media gate keepers;
3. analyse the various tools employed in media relations;
4. explain how to consistently project positive image through the media
5. simulate press interview session;

• monitor and evaluate the effectiveness of media exposures – media audit and analysis; and
• prepare a media relations budget.

Course Contents

The main focus will be the analysis of ways and means of establishing and maintaining rapport and credibility with media gatekeepers. At the end of this course, the students will: explain media relations; discuss media relations – evolution, objectives, functions and responsibilities; discuss means ways and means of establishing and maintaining rapport and credibility with media gate keepers; analyses the various tools employed in media relations; explain how to consistently project positive image through the media; outline how to nurture and sustain appropriate liaison/ relationship with the news media at all times; organise a mock press conference effectively simulate press interview session; monitor and evaluate the effectiveness of media exposures – media audit and analysis; and prepare a media relations budget.