Media Relations (COM222)

Media Relations introduces students to media relations within the corporate communications mix and ways to establish strong rapport with the various types of media – print, electronic and internet. The course also examines the various media relations tools. On completion of this course, students should be equipped with knowledge of the roles of media relations and possess the knowhow / insights for effective media relations, particularly in the Singapore context.

• Media Relations: An Overview
• Media Relations Environment
• Media Relations
• Media Relations in Writing
• Media Interviews & Conference
• Media Relations Timeline and Crisis Management

• Review the function of media relations in the corporate communications mix.
• Identify the challenges facing the field of media relations.
• Explain how the news media works in terms of various communication channels.
• Discuss how to build good working relations with news media.
• Indicate the key constituencies and their concerns.
• Analyse various issues and crises in an organisation.
• Propose ways of reaching out to journalists and the media.
• Develop media relations strategies for traditional and online news media.
• Present an effective pitch for organisations and brands.
• Design a media kit for media events.
• Plan a news conference and media interview.
• Evaluate media coverage and the effectiveness of one's media strategy in a post-crisis period.