Media relations

Odnosi z mediji

Course credits:

6.00 ECTS / 60 (20 hours of lectures, 0 hours of exercises, 20 hours of seminars, 20 hours other forms of work)

Course holder:

prof. dr. Dejan Verčič

Type:

Required

Language:

English

Semester:

Second semester

Study degree

2. level

Course execution:

• Postgraduate Programme of Marketing Communication and Public Relations
• Postgraduate Programme of Media and communication studies

Prerequisits:

Students are allowed to participate in the course provided that they have completed the enrolment procedure.

Objectives and competences

The course introduces students to contemporary theory and practice of media relations (MR), provides comptentcies for media relations practice and equips them with thinking skills for critical evaluation. Competences: critical understanding of the role of media relations in contemporary societies preparation and implementation of MR plans use of MR tools and creative production of media content research, analysis and synthesis of data for MR professional, responsible and critical evaluation of MR advanced and critical professional consulting in the area of MR

Content (Syllabus outline)

The course introduces students to contemporary theory and practice of media relations. It begins with foundations of public relations, journalism and advertising, and their mutual interdependencies in traditional legacy (press, radio, television) and contemporary digital media. It then moves into the area of strategic communication in a networked society and new forms of media (co)operation in different sectors. The course critically examines professional, ethical and legal issues in the area of media relations and their implications for strategic media relations planning, production of media content and reflexivity for individuals, organizations and the society as a whole.

Intended learning outcomes:

Critical understanding of theories, concepts and models in the field of media relations. Critical application of theoretical principles and concepts to media relations practice. Originality and creativity in designing and producing public relations materials suitable for a variety of media and publics. Knowledge and skills in advanced strategic planning for media relations. Advanced understanding of professional, legal and ethical issues associated with media relations activities. Critical thinking skills for evaluation of media relations programmes.

Learning and teaching methods:

Lectures, seminars, workshops, simulations, consultations and e-learning.

Assessment

Media relations project (40%) Reflective essay (40%) Seminar presentation (20%)

Obligatory literature

Additional literature