CRISIS COMMUNICATION AND MEDIA RELATIONS (6 SCU)

Learning Outcomes:

Upon successful completion of this course, students are expected to be able to: explain the basic concepts of media relations; explain the elements of media planning; demonstrate good communication skills with the media; identify issues in media relations; apply a strategic plan in communicating issues with the media; describe the role of public relations in crisis communication; identify crisis communication using the application of public relations theories; interpret a crisis communication situation using the application of public relations theories; interpret various aspects of crisis communication theories; apply a public relations plan to manage crisis communication; as well as analyze crisis communication case studies.

Topics:

This course introduces students to planning and media relations as one of the interesting subjects in public relations management. By far, the most critical part of any corporate communication department is the media relations function. Its role as a disseminator of information to many of a firm’s most important constituencies is more important today. This course explores what media relations professionals should do and how best to approach a group of journalists and how firms should try to communicate with the media through relationship building. The first step before reaching them is to understand a media organization and its content. For students, the main purpose of this course is to be able to design a fully conceptual media relations plan through an in-depth comprehension of a media organization and its content. This course explores the role of public relations in a communication crisis. It focuses on the management of communication crisis, emphasizing on the practical application of theories, strategies, and tactics from a public relations perspective.

Pre-requisite(s): Introduction to PR & Creative Advertising