DIM 705: MANAGEMENT OF MEDIA RELATIONS
The management of media relations in a crisis entails much more than the dissemination of information. The focus in media liaison should be on the management of public perceptions, support, cooperation, and goodwill. Therefore – the aim is to provide learners with a deeper understanding of mass media operations and a functional framework of reference that could assist media liaison practitioners in using and managing the media more effectively.
2. LEARNING OBJECTIVES
On completion of this module, the student should be able to demonstrate a sound understanding of:
• The importance of constructive media relations
• The nature of news as a mass media phenomenon
• News as a combination of facts and interpretation
• Factors that influence news reporting
• News as a commercial product
• Functioning of the news media
• An operational framework for media liaison as perception management
Learners will also be able to apply skills related to:
• The handling of media inquiries
• The writing of media releases
• Presenting of media conferences
• Dealing with interpersonal interviews by journalists
• Doing radio interviews
• Doing television interviews
• Crisis communication
3. WORKING PROCEDURE
Three contact sessions will be held through out the year. All arrangements, all the study material and assignments will be discussed during the first contact session. There is no formal second contact session, and it is NOT compulsory, but it is for those who have worked through ALL the work and have questions for the lecturer. The third contact session will be a discussion about the exams.
Assignments 2 30%
Practical examination 1 30%
Examination 1 40%
5. STUDY MATERIAL
Clear, A (Ed). 2011. Dynamics of Public Relation and Journalism: A practical guide for media studies. Juta: Claremont.
Study material included in this guide.
Bland, M, Theaker, A. & Wragg, D. 2005. Effective Media Relations. Available at Van Schaik – ISBN 0-74944-380-4
Laermer, R. 2004. Full Frontal PR. Bloomberg Press: Princeton. Available at Van Schaik – ISBN 1-57660-181-1
Regester, Ml, & Larkin, J. 2008. Risk Issues and Crisis Management in Public Relations. Kogan Page: London. Chapters 9, 11 & 12.
Skinner, C., & Mersham, G. 2002. Disaster Management. Oxford University Press: Cape Town. Available at library - pages 62; 96 – 109; 112.
Learners will complete two assignments (Dim 705 – 1/2 and Dim 705 – 2/2).
Dim 705 – 1/2:
Complete pages 41, 51, 99 and 111 in Dynamics of Public Relation and Journalism. Write in your own words, use your own environment and experience, as well as at least two other sources - where applicable - to answer the questions. Submit on or before 15 February 2013.
Dim 705 – 2/2:
Complete pages 126, 141, 163, and 195 in Dynamics of Public Relation and Journalism. Write in your own words, use your own environment and experience, as well as at least two other sources - where applicable - to answer the questions. Submit on or before 15 March 2013.
Attach at the back of all assignments submitted a plagiarism declaration form found at the end of the study guide.
Learners will get a case study from Dimtec. Information needed will be supplied to students later in the year, and the practical presentation will start during the third contact session.
Learners will write a theoretical examination.
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