Media Relations
CMM220
Overview
Level of study: What does Undergraduate Level 2 mean?
Undergraduate Level 2
EFTSL: What does EFTSL mean?
0.125
Delivery Method: What does delivery method mean?
Web Supplemented
Prerequisites: What are the prerequisites?
Duration:
13 weeks
Government loans available:
FEE-HELP FEE-HELP
Domestic student fee:
$750.00 (AUD)
International student fee:
$975.00 (AUD)
Description
Learn the important role of media relations within public relations theory and practice. This unit equips you with the skills necessary to function in a media relations role. It also develops an understanding of the critical relationship between the public relations practitioner and the media and provides insights into the different needs of different types of media. The unit covers writing and distribution of media releases, media ownership and structures, compiling a media kit and organising a news conference. This unit is designed so you can explore public relations campaign strategies at an advanced level both in the critical context of mass media theory and as a practical management technique in various business, political and community settings.
Assessment
- Assignment 1 (20%)
- Assignment 2 (40%)
- Assignment 3 (20%)
- Invigilated Exam (20%)
Learning Outcomes
This subject is designed to allow you to explore public relations campaign strategies at an advanced level both in the critical context of mass media theory and as a practical management technique in various business, political and community settings. On successful completion of this unit, you will understand the major strategies of public relations campaigning and be able to place them critically within the context of communication theory. Students will also be able to:
- understand the role public relations campaign strategy plays in management and marketing for business, political and community organisations
- design appropriate strategies and produce all elements of a public relations plan while developing relevant writing, planning and research skills
- critically assess campaign strategies.
Topics
This unit addresses the following topics.
| Number | Topic |
|---|---|
| 1 | Australian media organisations - an overview |
| 2 | Media structure and media lists |
| 3 | Media releases |
| 4 | Media kits |
| 5 | Working with various media |
| 6 | Media training |
| 7 | Media monitoring |
Study Resources
This unit is delivered using the following methods and materials:
Print based materials
- Book of Readings
- Study Guide
- Welcome Letter
Online materials
- Resources and Links
Textbook information for this unit is currently being updated and will be available soon. Please check back regularly for updates. Alternatively, visit the Unibooks website and enter the unit details to search for available textbooks.
Relevant Courses
This unit is a core requirement in the following courses:
- Certificate of Public Relations, Griffith University
- Bachelor of Business, Swinburne University of Tnlgy
This unit is part of a major, minor, stream or specialisation in the following courses:
- Bachelor of Communication, Griffith University
- Diploma of Journalism, Griffith University
- Bachelor of Arts, Griffith University
This unit is an approved elective in the following courses:
- Bachelor of Behavioural Studies (Psychology), Swinburne University of Tnlgy
- Bachelor of Behavioural Studies, Swinburne University of Tnlgy
- Bachelor of Technology (Information Systems), Swinburne University of Tnlgy
- Certificate of Arts, Griffith University
- Diploma of Arts, Griffith University
This unit may be eligible for credit towards other courses:
- Many undergraduate courses on offer through OUA include 'open elective' where any OUA unit can be credited to the course. You need to check the Award Requirements on the course page for the number of allowed open electives and any level limitations.
- In other cases, the content of this unit might be relevant to a course on offer through OUA or elsewhere. In order to receive credit for this unit in the course you will need to supply the provider institution with a copy of the Unit Profile in the approved format, which you can download here. Note that the Unit Profile is set at the start of the year, and if textbooks change this may not match the Unibooks textbook list.
