Media Relations and Media Training
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Unterricht
Details
Fakultät Wirtschafts- und Sozialwissenschaftliche Fakultät Bereich Kommunikationswissenschaft und Medienforschung Code UE-EKM.00990 Sprachen Englisch Art der Unterrichtseinheit Vorlesung
Kursus Master Semester SA-2020 Zeitplan und Räume
Vorlesungszeiten Dienstag 15:15 - 17:00, Wöchentlich
Stunden pro Woche 2 Unterricht
Verantwortliche Dozenten-innen Assistenten Beschreibung This course is designed to lead the students into the fascinating world of how companies and institutions relate to the media on a day-to-day basis. In present day the media is ubiquitous. Knowing how to communicate effectively and navigate safely in relation to media is therefore of the utmost importance. Companies and institutions need to invest heavily in the whole process of communication, from the planning of communication strategies to the crafting of messages and the actual communication situation, in press releases, press conferences, interviews, or their own media productions.
The course consists of two parts. The first part, will focus on the strategic management of media relations. During the course, we will combine lectures by the professor, discussions on various topics according to the book " On Deadline, Managing Media Relations", case studies and the preparation of plans and other working documents for efficient Media Relations within an organization such as a Media Relations Annual Plan. The second part, is a more practical, hands-on Media Training. It is designed to give the students an understanding of how to go through the process of crafting a message and presenting it in different situations in front of a camera. For this part of the course, students will refer to the book “The Media Training Bible”. They will be divided in sub-teams and will play different role playing. Students will be asked to get out of their comfort zone and prepare for different media situations such as interviews, press conferences, tv debates, in the DCM tv studio.
Lernziele PART 1 Media Relations
- To know how to develop a media relations plan
- To become ready to start managing media relations within an organization
- To be able to reflect on and discuss the mechanisms at work in practical media relations
PART 2 Media Training
- To become familiar with the “rules of the game” during an interview and press conference (how journalists think, what journalists expect from communication professional)
- To learn how to get key messages across in the most effect, concise, and memorable way
- To understand what it takes to speak and act comfortably and in a relaxed manner in front of a camera
Verfügbarkeit 20 Soft Skills Ja ausserhalb des Bereichs Nein BeNeFri Ja Mobilität Ja UniPop Nein Dokument
Bibliographie Mandatory readings available on Moodle
- Baron, D. P. (2013). Business and Its Environment. Pearson. – Part I and V.
- Howard C. M. & Mathews, W.K. (2013). On Deadline. Managing Media Relations (5th ed.). Waveland Press. (For this class, we will be reading excerpts from the 3rd edition (2000) – chapter 1-6 and 11.)
- Mizrahi, J. (2016). Writing for Public Relations: A Practical Guide for Professionals. Business Expert Press. – Chapter 3, 6, 7, and 8.
- Pallas, J., Strannegård, L., & Jonsson, S. (2014). Organizations and the Media: Organizing in a Mediatized World. Taylor & Francis. – Chapter 1 and 3.
- Phillips, B. (2013). The Media Training Bible: 101 Things You Absolutely, Positively Need to Know Before Your Next Interview. SpeakGood Press.
- Schenkler I. & Herrling, T. (2003). Caught on the hook: Responding to media calls. In Guide to Media Relations. Prentice Hall Series in Advanced Business Communication (pp. 56-73). Pearson.
- Swart, J., Peters, C., & Broersma, M. (2017). Navigating Cross-media news use: media repertoires and the value of news in the everyday life. Journalism Studies, 18(11), 1343 – 1362.
- Vioneia, C. L. & van Kranenburg, H. (2017). Media influence and firms behaviour: A stakeholder management perspective. International Business Research, 10(10), 23-38.
Other recommended readings
- Bierck, R. & Krattenmaker, T. (2000). Handling the difficult interview: Some advice from media relations professionals. Newsletter from Harvard Business School, Article reprint C0003E.
- Heath, C. & Heath, D. (2007). Made to Stick: Why Some Ideas Survive and Others Die. Random House.
- Henderson, D. E. (2009). Making News in the Digital Era. iUniverse.
- Kim, J. N., Ni, L., & Sha, B. L. (2008). Breaking down the stakeholder environment: Explicating approaches to the segmentation of publics for public relations research. Journalism and Mass Communication Quarterly, 85(4), 751-768.
- Walker, T. J. (2008). Media Training A-Z: A Complete Guide to Controlling Your Image, Message, & Sound Bites (5th ed.). Media Training Worldwide.
Recommended tv-series and films
- The West Wing: Whichever season you watch, this television drama gives a realistic portrait of White House inner life. CJ Cregg (actress Allison Janney) is a very talented press secretary who usually manages to get positive headlines. It is also a very interesting exploration of the relationships between corporate-politics, communication professionals and reporters.
- The Thick of It: This comedy tv-series offers a satirical view of the inner workings of modern British government and its recurrent problems with communication. One of the main characters, Malcolm Tucker (actor Peter Capaldi), the government’s director of communication, is said to be based to a large degree on Tony Blair’s legendary top spin doctor Alastair Campbell. The feature film “In the Loop” is a spin-off of this tv-series.
- Ides of March: In this 2011 political drama, directed by George Clooney, we follow Stephen Meyers (actor Ryan Gosling), an ambitious junior campaign leader for candidate Mike Morris (Clooney) during the final sprint of the Democratic primaries. The film gives an insight into how the different players in the election campaigns relate to and try to use the media to their own benefit.
- And remember to watch a lot of different interviews and press conferences on TV and YouTube…
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Einzeltermine und Räume
Datum Zeit Art der Unterrichtseinheit Ort 15.09.2020 15:15 - 17:00 Kurs PER 21, Raum E130 22.09.2020 15:15 - 17:00 Kurs PER 21, Raum E130 29.09.2020 15:15 - 17:00 Kurs PER 21, Raum E130 06.10.2020 15:15 - 17:00 Kurs PER 21, Raum E130 13.10.2020 15:15 - 17:00 Kurs PER 21, Raum E130 20.10.2020 15:15 - 17:00 Kurs PER 21, Raum E130 27.10.2020 15:15 - 17:00 Kurs PER 21, Raum E130 03.11.2020 15:15 - 17:00 Kurs PER 21, Raum E130 10.11.2020 15:15 - 17:00 Kurs PER 21, Raum E130 17.11.2020 15:15 - 17:00 Kurs PER 21, Raum E130 24.11.2020 15:15 - 17:00 Kurs PER 21, Raum E130 01.12.2020 15:15 - 17:00 Kurs PER 21, Raum E130 15.12.2020 15:15 - 17:00 Kurs PER 21, Raum E130 -
Leistungskontrolle
Fortlaufende Evaluation - SA-2020, Wintersession 2021
Bewertungsmodus Nach Note Beschreibung Students will be subject to an ongoing evaluation, following the scheme below:
- The quality of the group projects presented and developed during class (50%)
- Attendance and performance in the media practices (50%) - TV studio
- Possibility to earn a bonus for participation (up to +1 point to final grade)
No retake exam.
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Zuordnung
Zählt für die folgenden Studienpläne: Ergänzende Lehrversanstaltungen in SES
Version: ens_compl_ses
803 - MA-Kursangebot für Mobilitätstudierende
Germanistik 120
Version: SA16_BA_dt_V02
Soft Skills
Ma - Accounting and Finance - 90 ECTS
Version: 2021/SA_V01
Kurse - 72 ECTS > minimum 0 / maximum 1 beliebiger Masterkurs, der an der Universität Fribourg angeboten wird , wenn 72 ECTS in den oben genannten Modulen noch nicht erreicht sind > SES-Wahlkurse auf Masterstufe
Ma - Betriebswirtschaftslehre - 90 ECTS
Version: 2017/SA_v01
Kurse: mind. 63 ECTS > Wahlkurse: max. 18 ECTS > SES-Wahlkurse auf MasterstufeKurse: mind. 63 ECTS > 3 Modulen von 12 ECTS min. jedes > MAR: Marketing
Ma - Betriebswirtschaftslehre - 90 ECTS
Version: 2021/SA_V01
Kurse: mind. 72 ECTS > Modules - min 54 ECTS > Groupe d'élément de validation du Module MAR > MAR: MarketingKurse: mind. 72 ECTS > Wahlkurse: max. 18 ECTS > SES-Wahlkurse auf Masterstufe
Ma - Business Communication : Betriebswirtschaftslehre - 90 ECTS
Version: 2021/SA_V01
Kurse - 60 ECTS > Gewählte Option > Betriebswirtschaftslehre > 30 ECTS parmi les modules : > MAR: MarketingKurse - 60 ECTS > Communication > Deux Cours et séminaires au choix 6 ECTS > Cours et séminaires au choix
Ma - Business Communication : Ethik und Volkswirtschaftslehre - 90 ECTS
Version: 2017/SP_V01_ETHIQUE
Kurse - 60 ECTS > Communication > Cours et séminaires au choix: Au choix deux des enseignements suivants à 3 ECTS > Cours et séminaires au choix
Ma - Business Communication : Volkswirtschaftslehre - 90 ECTS
Version: 2021/SA_V01
Kurse > Communication > Cours et séminaires au choix: Au choix deux des enseignements suivants à 3 ECTS > Cours et séminaires au choix
Ma - Business Communication : Wirtschaftsinformatik - 90 ECTS
Version: 2020/SA_V01
Kurse - 60 ECTS > Communication > Deux Cours et séminaires au choix 6 ECTS > Cours et séminaires au choixKurse - 60 ECTS > Optionsgruppe > Wirtschaftsinformatik > Kurse > Module Betriebswirtschaftslehre > MAR: Marketing
Ma - European Business - 90 ECTS
Version: 2017/SA_v01
Courses - 63 ECTS > Modules - Min one extra module with 12 ECTS > One complete module taken from the following list > MAR: MarketingCourses - 63 ECTS > Additional courses: Any Master courses of the Faculty of Economics and Social Sciences, as well as maximum 9 ECTS from all Master programmes of the University. > SES-Wahlkurse auf Masterstufe
Ma - International and European Business - 90 ECTS
Version: 2021/SA_V01
Courses > Module > One complete module taken from the following list > Groupe d'élément de validation du Module MAR > MAR: MarketingCourses > Additional courses: Any Master courses of the Faculty of Economics and Social Sciences, as well as maximum 9 ECTS from all Master programmes of the University. > SES-Wahlkurse auf Masterstufe
Ma - Kommunikation und Gesellschaft - 90 ECTS
Version: 2021/SA_V03
Forschungsbereiche > Forschungsbereiche > Inter- & Transdisciplinary Perspectives > SES-Wahlkurse auf Masterstufe
Ma - Kommunikationswissenschaft und Medienforschung - 90 ECTS
Version: 2015/SA_V01
Kurse - 60 ECTS > Modul A «Media, Politics and the Economy» ModulKurse - 60 ECTS > Inter- and Transdisciplinary Perspectives > SES-Wahlkurse auf Masterstufe
Ma - Marketing - 90 ECTS
Version: 2021/SA_V02
Ku > Masterwahlkurse auf der gesamten Universität > SES-Wahlkurse auf MasterstufeKu > Groupe d'élément de validation du Module COM > COM : CommunicationKu > Groupe d'élément de validation du Module Marketing > MAR: Marketing
Ma - Volkswirtschaftslehre - 90 ECTS
Version: 2021/SA_V03
Wahlkurse > Wahlkurse der SES-Fakultät - max. 15 ECTS > SES-Wahlkurse auf Masterstufe
Ma - Wirtschaftsinformatik - 90 ECTS
Version: 2019/SA_V01
Kurse - min. 45 ECTS > Module Betriebswirtschaftslehre - max. 15 ECTS > MAR: Marketing
Ma - Wirtschaftsinformatik - 90 ECTS
Version: 2020/SA-v01
Kurse - min. 45 ECTS > Module Betriebswirtschaftslehre - max. 15 ECTS > MAR: Marketing
NfMa - Betriebswirtschaftslehre - 30 ECTS
Version: 2021/SA_V01
Wahlkurse - 30 ECTS > MAR: Marketing
NfMa - Kommunikation und Gesellschaft - 30 ECTS
Version: 2021/SA_V01
frei wählbare ECTS-Punkte > frei wählbare ECTS-Punkte
NfMa - Kommunikationswissenschaft und Medienforschung - 30 ECTS
Version: 2015/SA_V01
frei wählbare ECTS-Punkte > frei wählbare ECTS-Punkte
NfMa - Wirtschaftsinformatik - 30 ECTS
Version: 2020/SA_V01
Kurse > Module Betriebswirtschaftslehre > MAR: Marketing