Course Title: Contemporary Media Relations

Part A: Course Overview

Course Title: Contemporary Media Relations

Credit Points: 12.00

Terms

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

COMM2921

City Campus

Undergraduate

345H Media and Communication

Face-to-Face

 Sem 1 2024

Course Coordinator: Edward Hurcombe

Course Coordinator Phone: +61 3 9925 1533

Course Coordinator Email: edward.hurcombe@rmit.edu.au

Course Coordinator Location: Building 9

Course Coordinator Availability: By appointment


Pre-requisite Courses and Assumed Knowledge and Capabilities

None.


Course Description

A core part of public relations practice involves working with the media, journalists, bloggers and influencers in a changing media landscape. In this course you will investigate and create a diverse range of media content exploring their different forms, purposes, attributes and challenges. You will develop the knowledge and skills to target your message to the appropriate audience, write content for a range of traditional and alternative media outlets and measure their effectiveness. You will develop techniques and strategies for creating and maintaining relationships with media practitioners and organisations.  

As part of this course, you will undertake learning activities/assessment to engage and connect you with industry relevant to your current studies. 


Objectives/Learning Outcomes/Capability Development

Program Learning Outcomes 

This course contributes to the following BP354 Bachelor of Professional Communication Program Learning Outcomes: 

  • PLO3: Employ intellectual agility, knowledge, and skills to develop creative solutions for an unpredictable world and to adapt to professional and personal change. 
  • PLO4: Use digital, professional and interpersonal skills, and engage with emergent technologies to help solve problems, innovate, and collaborate.    


Course Learning Outcomes 

Upon successful completion of this course, you will be able to: 

  1. Apply communication theories to contextualise public relations practice in the wider media landscape. 
  2. Apply written, spoken, and visual communication skills to engage media professionals and audiences.  
  3. Identify and discuss strategies for developing and maintaining positive working relationships with media contacts. 
  4. Create a range of factual and engaging material that targets your message to select media outlets and audiences.


Overview of Learning Activities

You will be actively engaged in a range of learning activities which may include lectures, seminars, class discussion, individual and group activities.


Overview of Learning Resources

RMIT will provide you with resources and tools for learning in this course through our online systems. 

There are services and resources available to support your learning through the University Library. The Library provides guides on academic referencing and subject specialist help as well as a range of study support services. For further information, please visit the Library page on the RMIT University website and the RMIT student website. 


Overview of Assessment

You will be assessed on how well you meet the course’s learning outcomes and on your development against the program learning outcomes. 

Assessment Tasks 

Assessment 1: Mediaframing analysis:  20% CLO1, CLO2, CLO3, individual assignment

Assessment 2: Mock press conference, 30%, CLO1, CLO3, CLO4 group assignment

Assessment 3: Media Kit: 50% CLO1, CLO2, CLO3,CLO4 individual assignment 

Feedback will be given on all assessment tasks. 

If you have a long term medical condition and/or disability it may be possible to negotiate to vary aspects of the learning or assessment methods. You can contact the program coordinator or Equitable Learning Services if you would like to find out more. 

Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions.