10851 (v.5) Public Relations (Media) 250

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Area:	School of Marketing
Credits:	25.0
Contact Hours:	3.0
Tutorial:	1 x 1.5 Hours Weekly
Seminar:	1 x 1.5 Hours Weekly
Prerequisite(s):	10854 (v.5) Public Relations (Techniques) 200 or any previous version
Syllabus:	Specialising in the management of relations with reporters, editors and producers. An understanding of the needs of a wide range of media. Preparation and briefing of individuals for media appearances. Training in issues and crisis management with media, local, national and international aspects of media relations. The principles and practice of media relations, including - what is media relations and its place in the public relations management process, understanding the media - who owns it, who runsit, how it works and ethics and the media - building relationships with the media. Mass versus specialist media, controlled and uncontrolled media - how to select the right tools for the job. The impact of new technology on the media. International mediarelations. How to plan, manage and evaluate media relations strategies. Writing for the media, organising media conferences, communicating under fire - crisis media relations, facing the media. Giving radio and TV interviews, training media spokespersons.
Unit Outcomes:	On successful completion of this unit students will have- Understood the role of media relations within the overall task of public relations management. Understanding of modern mass media, including the impact of new technology. Become able to develop, implement and evaluate media relations strategies and tactics relevant to a wide range of real life situations. Understood the differences between controlled and uncontrolled media, and when and how to use them.
Text and references listed above are for your information only and current as of September 30, 2003. Please check with the unit coordinator for up-to-date information.
Unit References:	Cunningham, S. and Turner, G. (1993). The Media in Australia: Industries, Texts, Audiences. NSW, Allen and Unwin. Fallows, J.M. (1997). Breaking the News: How the Media Undermine American Democracy. New York, Vintage Books. Hiebert, R.E., Ungurait, D.F. and, Bohn, T.W. (1988). Mass Media V: An Introduction to Modern Communication. (fifth edition). New York, Longman. Hudson, M. (1994). The Media Game: An Insider's Guide to Powerful Publicity. Melbourne, Longman. Kelly, G. (1995). Managing the Media. (second edition). VIC, Kelly Communications. McKeone, D. (1995). Measuring Your Media Profile. England, Gower.
Unit Texts:	Howard, C.M. and Mathews, W.K. (2000). On Deadline: Managing Media Relations. (third edition). Prospect Heights, Waveland Press.
Unit Assessment Breakdown:	Class Participation and Journal 10%, Media Kit 20%, Media Plan 30%, Media Interview/Training Simulation 10%, Final Examination 30%. This is done by grade/mark assessment.
Year Location Period Internal Area External Central External 2004 Bentley Campus Semester 1 Y     2004 Bentley Campus Semester 2 Y     2004 Joondalup Campus Semester 1 Y     2004 Joondalup Campus Semester 2 Y     2004 Mktg Inst of S'pore Trimester 1A Y