Media Relations - 2017

Unit summary


  • Level of Study: Undergraduate Level 2
  • Study load: 0.125 EFTSL
  • Delivery method: Fully Online
  • Prerequisites: Yes
  • Duration: 13 weeks
  • Government loans available: FEE-HELP, HECS-HELP
  • Availability for 2017: SP1 , SP3
  • Availability for 2018: SP1 , SP3
  • Assessment: Assignment 1 - Media Release, List, Rationale (20%) , Assignment 2 - Media Kit (30%) - Learn more

Unit provided by

2017 Fees
Domestic 1,324.00
HECS 1,324.00
International 1,574.00

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.

Upon successful completion of this unit, students should have:

  1. an advanced understanding of the research, writing and targeting skills used by media relations practitioners
  2. a basic understanding of Australian media industries and the internal structure of media organisations
  3. the ability to make strategic decisions in relations to media placement through a greater awareness of media styles; and
  4. an understanding of why media relations is an integral part of the public relations industry.
  • Assignment 1 — Media Release, List, Rationale (20%)
  • Assignment 2 — Media Kit (30%)
  • Final Plan — Media Conference Plan (30%)
  • Online Discussion — Learning Tasks and Discussion (20%)

Recommended prerequisites

You are recommended to have completed the following unit(s) or have equivalent knowledge before starting this unit:

You must complete Level 1 Communication studies before starting this unit.

This unit addresses the following topics.

1Introduction to media relations
2Australian media organisations
3Media structure and lists
4Media releases
5Media kits and other written public relations tools
6Media relations case study
7Features and magazine analysis
8Radio and television styles
9Media training
10Media conferences
11Media monitoring

This unit is delivered using the following methods and materials:

Instructional Methods

  • Discussion Forum/Discussion Board
  • Online assignment submission
  • Web links

Online materials

  • Printable format materials
  • Resources and Links

This unit is a core requirement in the following courses:

This unit is part of a major, minor, stream or specialisation in the following courses:

This unit may be eligible for credit towards other courses:

  1. 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.
  2. 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 Co-Op textbook list.

Textbooks are subject to change within the academic year. Students are advised to purchase their books no earlier than one to two months before the start of a unit.

Click on the titles of the listed books below to find out more:

Required textbooks

  • Media Relations: Issues and Strategies

    By:Jane Johnston

    ISBN: 9781742376448


    Supplier:Go to The Co-op Bookshop

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