Media Relations

Teaching results

By completing the course of media relations, students gain a wide knowledge of the work of journalists and understand the operation of the media. They will learn to perceive the principles of effective media work and impact. They will understand how journalists work, how they obtain information and how they process it. They will realise the importance of the media in shaping public opinion. Students will learn to work with individual media relations tools in other to communicate effectively. They will understand the differences between traditional and new media on the Internet. They will get acquinted with the media approach and start to use and communicate with every type of media so that the organization on behalf of which they communicate benefits. Students will write a press release on the chosen topic. They will learn how to prepare to communicate with a journalist and to conduct communication as such. They will know the principles of crisis communication in the media and the possibilities offered by such crisis communication. At the same time, they will gain an overview of media legislation, especially the press law and the tools of protection of both the media consumer and the journalist.

Graduates of the course will be able to plan, conduct and evaluate communication with the media. They will understand the specifics of different forms of media communication, their possibilities and risks. They are able to write good and media interesting products for the media, in order to acquire expected media outputs. They can communicate with the media through journalists fully and effectively. In the case of crisis communication, they will perceive not only its risks, but also the opportunities that bring good relations with the journalists and an understanding of their work. Graduates will understand not only the possibilities of traditional, but also new media, and they will be able to prepare tailor-made media outputs for each type of media.

Upon successful completion of the course, students acquire competencies that will enable them to apply in various positions in the field of internal and external communication at the level of the organization as well as a specialized agency. They can solve problems of strategic and operational nature. They will acquire professional flexibility and acquire a systematic, innovative and proactive approach to various business and media situations, their evaluation and solution. They will be ready to work in junior positions in communication and PR departments on the part of clients as well as specialised PR and communication agencies. The completion of the course will provide them with the knowledge for further professional growth, with a medium-term perspective to act as spokesperson or PR manager, possibly also as a journalist.