Course Title: Media Relations

Part A: Course Overview

Course Title: Media Relations

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


335H Applied Communication


Sem 2 2008,
Sem 2 2009


City Campus


345H Media and Communication


Sem 2 2010,
Sem 2 2011,
Sem 2 2012,
Sem 2 2013,
Sem 2 2014

Course Coordinator: Caroline van de Pol

Course Coordinator Phone: +61 3 9925 3552

Course Coordinator Email:

Course Coordinator Location: Building 9, level 5, City Campus

Course Coordinator Availability: By appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities

COMM1161 Introduction to Public Relations
COMM2360 Public Relations Writing for the Media (or equivalent)

Course Description

The course aims to give you an understanding of the context and operations of modern news media, in the context of developing professional media relations skills to work effectively with journalists and others in professional media roles. This course explores of the practice of modern media relations within relevant theoretical frameworks.

Objectives/Learning Outcomes/Capability Development

This course contributes to the following graduate capability outcomes:

- high level written and verbal communication skills
- professional writing and presentation techniques
- ability to relate ethical standards to PR practice
- ability to analyse and discuss global contexts of PR practice
- project management and teamwork skills

At the end of this course you will be able to:
- consider the basic ingredients of "media relations" and how best to meet professional PR objectives, and those of media practitioners, in media relations practice
- articulate key theoretical frameworks that underpin, and apply to, media relations practice
- contextualise the working practices, needs and priorities of media practitioners in relation to relevant local and international PR and media sector trends/developments
- apply relevant ethical and regulatory considerations to media relations practice

Overview of Learning Activities

Learning in this course will be through lectures and tutorials, class exercises, simulations and guest presentations.

Overview of Learning Resources

There is no prescribed text in this course. You will be directed to relevant readings and other learning resources as appropriate from week to week. Online tools such as Turnitin, an academic integrity tool, are used in this course.

Overview of Assessment

Your assessment will be in written and verbal presentation form. It will be completed in class exercises and discussions, and in learner-directed time. There will be group and individual assessments.