Media Relations - 2018

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

2018 Fees
Domestic 1,368.00
HECS 1,368.00
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, you 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%)

Mandatory prerequisites

You must have successfully completed the following unit(s) before starting this unit:

If you have completed equivalent study at another university, please contact a Student Advisor for advice.

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

  • Broadband access

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

This unit is an approved elective 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.

Textbook information for this unit is currently being updated and will be available soon. Please check back regularly for updates. Alternatively, visit the The Co-op website and enter the unit details to search for available textbooks.

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