PUBRL201-19B (HAM)

Media Relations and Publicity

15 Points

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Division of Management
School of Management and Marketing

Staff

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Convenor(s)

Lecturer(s)

Administrator(s)

: f.mostafa@waikato.ac.nz
: helena.wang@waikato.ac.nz
: lori.jervis@waikato.ac.nz

Placement Coordinator(s)

Tutor(s)

Student Representative(s)

Lab Technician(s)

Librarian(s)

: nat.enright@waikato.ac.nz

You can contact staff by:

  • Calling +64 7 838 4466 select option 1, then enter the extension.
  • Extensions starting with 4, 5, 9 or 3 can also be direct dialled:
    • For extensions starting with 4: dial +64 7 838 extension.
    • For extensions starting with 5: dial +64 7 858 extension.
    • For extensions starting with 9: dial +64 7 837 extension.
    • For extensions starting with 3: dial +64 7 2620 + the last 3 digits of the extension e.g. 3123 = +64 7 262 0123.
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Paper Description

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Companies as well as non-profit and government organisations are employing public relations (PR) professionals to communicate with their stakeholders. PR professionals should be able to use all appropriate channels of communication, including traditional media (print, radio, TV), online (bloggers) and social media platforms to raise awareness, engage stakeholders with the organisation, and influence public opinion and behaviours. Media-relations is a major responsibility of PR and involves many ethical dilemmas. In the current communication environment, facing a proliferation of social media and “fake news”, professionals who speak on behalf of organisations need extensive training to be able to create and provide news stories in an effective and responsible way.

Students of PUBRL201 are trained in a variety of news writing styles for different channels of communication. They learn concepts and techniques for building effective and trustworthy relationships with journalists and bloggers, as well as social media networks' participants. They also learn to train management personnel to improve relationships and appearances on media. Students get an opportunity to organise a news conference and prepare news for organisations. The training also includes television appearances and media interviews. In tutorials students will write news items, evaluate real examples, and prepare themselves for work in media relations on behalf of organisations.

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Paper Structure

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The paper content is delivered via a weekly lecture on Tuesday, followed by practical tutorials the same week. The tutorials act as a simulated working environment where students will prepare and perform tasks they should reasonably expect from working in the media relations field. The activities in tutorial constitute the Media Relations Workshop assessment. The class will use Moodle for resources and for submitting assignments.

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Learning Outcomes

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Students who successfully complete the course should be able to:

  • Recognise news and prepare stories for traditional media and social media
    Linked to the following assessments:
  • Prepare organisations and their members to deal with media
    Linked to the following assessments:
  • Use a variety of communication tools for different media channels
    Linked to the following assessments:
  • Demonstrate understanding of how media relations supports organisational success
    Linked to the following assessments:
  • Identify key issues in the relationships between media and public relations and suggest ethical practices
    Linked to the following assessments:
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Assessment

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No assessment is compulsory; however, students are strongly advised to submit every item. The Media Relations Workshop assessment begins incrementally from Week 2 in tutorial so students should consider tutorials part of their assessment.
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Assessment Components

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The internal assessment/exam ratio (as stated in the University Calendar) is 100:0. There is no final exam. The final exam makes up 0% of the overall mark.

The internal assessment/exam ratio (as stated in the University Calendar) is 100:0 or 0:0, whichever is more favourable for the student. The final exam makes up either 0% or 0% of the overall mark.

Component DescriptionDue Date TimePercentage of overall markSubmission MethodCompulsory
1. Media Relations Workshop
25 Oct 2019
No set time
25
  • Online: Upload to Moodle Forum
2. News Releases
13 Aug 2019
3:00 PM
20
  • Online: Submit through Moodle
3. Strategic News Pitch
16 Sep 2019
1:00 PM
20
  • Online: Submit through Moodle
4. Media Conferences
7 Oct 2019
No set time
15
  • In Class: In Tutorial
5. Online Test
30 Oct 2019
8:30 PM
20
  • Online: Submit through Moodle
Assessment Total:     100    
Failing to complete a compulsory assessment component of a paper will result in an IC grade
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Required and Recommended Readings

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Required Readings

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All compulsory readings are linked via the PUBLR201 Moodle page and can be sourced electronically.
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Recommended Readings

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Howard, C.M., & Mathews, W.K. (2013). On deadline: Managing media relations (5th ed.). Long Grove, IL: Waveland Press.

Johnston, J. (2013).Media relations: Issues and strategies (2nd ed.). Crows Nest, NSW: Allen & Unwin.

Wilcox, D.L., & Reber, B. H. (2013). Public relations writing and media techniques. (7th edition). Boston, MA: Pearson Education.

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Other Resources

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Chapters on course Moodle page under "resources".

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Online Support

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Students will use Moodle system to access information and submit assignments.

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Workload

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Weekly contact hours in lectures and tutorials 32 hours; Preparing for lectures - reading text books, following news items, researching for in-class exercises: 50 hours; Writing individual assignments - 22 hours; preparing groups assignments - 33 hours. Preparing for a test - 13 hours.

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Linkages to Other Papers

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Prerequisite(s)

Corequisite(s)

Equivalent(s)

Restriction(s)

Restricted papers: MCOM235, MCOM335

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