Subject details

Upon successful completion of this subject, 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.
  • Topics

    • Introduction to media relations
    • Australian media organisations
    • Media structure and lists
    • Media releases
    • Media kits and other written public relations tools
    • Media relations case study
    • Features and magazine analysis
    • Radio and television styles
    • Media training
    • Media conferences
    • Media monitoring
  • Study resources

    • Instructional Methods

      • Disscusion forum/Discussion Board
      • Online assignment submission
      • Web links
    • Online Materials

      • Resources and Links
      • Printable format materials

Entry Requirements

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

GRF-CMM127-Introduction to Public Relations , or GRF-CMM27


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

Special requirements

  • OtherDetails -
    • Broadband access

Learn the important role of media relations within public relations theory and practice. This subject 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 subject covers writing and distribution of media releases, media ownership and structures, compiling a media kit and organising a news conference. This subject 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.

  • Assignment 1 - Media Conference Plan (30%)
  • Assignment 2 - Media Release, List, Rationale (20%)
  • Assignment 3 - Media Kit (30%)
  • Assignment 4 - Learning Tasks and Discussion (20%)

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 subject.

View textbooks

Related degrees