mspr522 | Graduate

Media Relations

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This course delves into media relations best practices through the framework of the media's role in relation to an organization or individual. The course will present an understanding of expectations in terms of media management and the role of the public relations professional. Students will become armed with the skills of planning messaging, including how to create a solid story pitch and news release for the media; understanding the importance of planning and preparation for media interviews; creating value for the media; navigating the media in print, online, television and radio channels; and what news media are seeking. Students will practice the important skills of creating messages designed for a range of channels, and handling issues and crises that emerge in the public space with skill and effectiveness.

This graduate-level course is 6 To enroll, speak with an Enrollment Representative.

Course details:

Credits: 3
Continuing education units: XX
Professional development units: XX
Duration: 6

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    Managing the Media

    • Identify legal and copyright issues and how to navigate these issues with success.
    • Evaluate best practices for digital media.
    • Analyze strategies of the media interview.
    • Recognize the value of the online newsroom.

    Creating Content for Media

    • Manage pre-publication review.
    • Evaluate online and offline channels of distribution.
    • Identify best practices in written communications for media.
    • Recognize essential considerations for speeches and presentations.

    Media Relations Management

    • Apply ethical considerations in media relations.
    • Analyze media relations objectives and events planning.
    • Evaluate core elements of program and campaign planning.
    • Identify methods of evaluation and measurement.

    Understanding Media Relations

    • Summarize the roles of the journalist and the public relations professional.
    • Evaluate best practices for media relations writing.
    • Identify components of persuasion and persuasive writing.
    • Analyze how public relations professionals create news.

    Pitching to Media

    • Identify the importance of the Associated Press Stylebook.
    • Assess the relationship between the media and the public relations professional.
    • Recognize the basic components of a news release.

    Content Creation

    • Assess best practices for responding to questions from the media.
    • Analyze the value of the op-ed.
    • Review criteria used for creating effective photos.
    • Recognize the rules of radio, television, and the Internet.
    Tuition for individual courses varies. For more information, please call or chat live with an Enrollment Representative.

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    While widely available, not all programs are available in all locations or in both online and on-campus formats. Please check with a University Enrollment Representative.

    Transferability of credit is at the discretion of the receiving institution. It is the student’s responsibility to confirm whether or not credits earned at University of Phoenix will be accepted by another institution of the student’s choice.