Media Relations
UndergraduateGRF-CMM2202025
Put together media releases and kits. Study public relations campaign strategies. Tally the similarities and differences between print, radio and television media styles. Examine the media landscape in preparation for your future media relations role.
- Study method
- 100% online
- Assessments
- 100% online
- Enrol by
- 26 Oct 2025
- Entry requirements
- Prior study needed
- Duration
- 13 weeks
- Start dates
- 3 Nov 2025
- Price from
- $2,124
- Upfront cost
- $0
- Loan available
- HECS-HELP and FEE-HELP available
Media Relations
About this subject
Upon successful completion of this subject, you should be able to:
- Construct and assess the structure, newsworthiness, framing and content of a media release.
- Interpret and apply principles, strategies and news values of storytelling to pitch a story that engages audiences.
- Work collaboratively to design an industry-standard, functioning media centre for an organisation’s website.
- Apply critical and creative thinking, and digital literacy skills in the visual representation of news values.
- Apply strategic communication theories to critically examine how the media operates in a diverse landscape.
- The media landscape
- Managing relationships
- Media releases
- Key theories and concepts
- Audiences and online media centres
- Media conferences
- Visual content
- Telling the story
- Pitching stories
- Dealing with crises
- Evaluating media campaigns
- The future of media relations
Understanding the media landscape that permeates our lives is crucial for any communication practitioner. This subject enables you to explore media relations 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. The course equips you with the skills necessary to function in a professional media relations role in an ever-changing environment. You will develop an understanding of the critical relationship between the public relations practitioner and the media, while gaining insights into the different needs and expectations of traditional and social media outlets and platforms.
A range of assessments and tutorial activities will enable you to design media releases and a video story, create an online media centre, as well as understand the theories that support these communication approaches and skills. You will also engage in discussion and debate with your online peers and tutor.
- Media Release, Media List and Rationale (20%)
- Video story with audio grabs and rationale (30%)
- Learning Tasks and Discussion (20%)
- Complete media centre (30%)
For textbook details check your university's handbook, website or learning management system (LMS).
With a network of campuses spanning three cities in South East Queensland, Griffith University is committed to progressive multidisciplinary teaching and research and a valuable online provider with Open Universities Australia. Already attracting students from over one hundred countries, Griffith's dedication to academic excellence is available across Australia through OUA.
Learn more about Griffith University.
Explore Griffith courses.
- QS World University Ranking 2025, within Australia:
- 18
- Times Higher Education World University Ranking 2025, within Australia:
- 21
Entry requirements
Prior study
You must have successfully completed the following subject(s) before starting this subject:
one of
GRF-CMM127 (Not currently available)
GRF-CMM27 (Not currently available)
- GRF-LHS155-Introduction to Communication and Journalism
Others
You must complete Level 1 Communication studies before starting this subject.
Additional requirements
- Equipment requirements - Students will need access to a device that can record and edit video content – such as an iPhone or an iPad, using a free video editing application such as iMovie or equivalent.
- Other requirements - Broadband access.
Study load
- 0.125 EFTSL
- This is in the range of 10 to 12 hours of study each week.
Equivalent full time study load (EFTSL) is one way to calculate your study load. One (1.0) EFTSL is equivalent to a full-time study load for one year.
Find out more information on Commonwealth Loans to understand what this means to your eligibility for financial support.
What to study next?
Once you’ve completed this subject it can be credited towards one of the following courses
UndergraduateGRF-ART-DEG
UndergraduateGRF-COM-DEG
Single subject FAQs
What’s a single subject?
Single subjects are the individual components that make up a degree. With Open Universities Australia, you’re able to study many of them as stand-alone subjects, including postgraduate single subjects, without having to commit to a degree.
Each of your subjects will be held over the course of a study term, and they’ll usually require 10 to 12 hours of study each week. Subjects are identified by a title and a code, for example, Developmental Psychology, PSY20007.
How can I use single subjects to get into a full degree?
First, find the degree that you would like to study on our website.
If that degree allows entry via undergraduate subjects, there will be information about this under the Entry Requirements section. You will find a list of 2-4 open enrolment subjects you need to successfully complete to qualify for admission into that qualification.
Once you pass those subjects, you will satisfy the academic requirements for the degree, and you can apply for entry.
Our student advisors are here to help you take that next step, so don’t hesitate to reach out when you’re ready! We’ve also made it easier to figure out the right way to get started on our pathways page.
Can anyone help me choose a subject?
Our student advisors are more than happy to help you plan your online study. Get in touch with an advisor by:
How do I pay for my subjects?
You can pay up front with your credit card, or you may be eligible for a HELP loan from the Australian government depending on your citizenship status and where you’ll live during your studies.
For more information about how to pay for your studies visit our fees page or contact a student advisor.
How do I enrol?
When you’ve made your choice, click ‘Enrol now’ on the relevant course page and follow the prompts to begin your enrolment. We’ll ask you to supply some supporting documentation, including proof of your identity, your tax file number, and a unique student identifier (USI) during this process.
Your university will get in touch with you via email to confirm whether or not your application has been successful.
If you get stuck at any time, reach out to us and we’ll talk you through it.
You can also take a look at our online self-service enrolling instructions.
When is the cut-off date for enrolling?
Close of enrolment times vary between universities and subjects. You can check the cut-off dates for upcoming study terms by visiting key dates.