This course helps students better understand the role and practices of media relations and messaging in organizations – public, corporate, NGOs/non-profits, etc. – in the era of new media. Students will develop/intensify skills to research on media and its people, formulate strategic media plans including new media strategies, writing contents, generate media coverage, serve as spokesperson, and handle communication during “crisis”. Alongside individual reading and writing assignments, and group projects, to provide a solid theoretical base, the course employ interactive discussions on Public Relations theories on handling media and crisis, debates and role playing on relevant issues, and invites professionals as guest lecturers to bring insights on industry practices.
