Media Relations and Media Training

  • Teaching

    Details

    Faculty Faculty of Management, Economics and Social Sciences
    Domain Communication and Media Research
    Code UE-EKM.00990
    Languages English
    Type of lesson Lecture
    Level Master
    Semester SA-2020

    Schedules and rooms

    Summary schedule Tuesday 15:15 - 17:00, Hebdomadaire
    Hours per week 2

    Teaching

    Responsibles
    Teachers
    Assistants
    Description

    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.

    Training objectives

    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

    Available seats 20
    Softskills
    Yes
    Off field
    No
    BeNeFri
    Yes
    Mobility
    Yes
    UniPop
    No

    Documents

    Bibliography

    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…
  • Dates and rooms
    Date Hour Type of lesson Place
    15.09.2020 15:15 - 17:00 Cours PER 21, Room E130
    22.09.2020 15:15 - 17:00 Cours PER 21, Room E130
    29.09.2020 15:15 - 17:00 Cours PER 21, Room E130
    06.10.2020 15:15 - 17:00 Cours PER 21, Room E130
    13.10.2020 15:15 - 17:00 Cours PER 21, Room E130
    20.10.2020 15:15 - 17:00 Cours PER 21, Room E130
    27.10.2020 15:15 - 17:00 Cours PER 21, Room E130
    03.11.2020 15:15 - 17:00 Cours PER 21, Room E130
    10.11.2020 15:15 - 17:00 Cours PER 21, Room E130
    17.11.2020 15:15 - 17:00 Cours PER 21, Room E130
    24.11.2020 15:15 - 17:00 Cours PER 21, Room E130
    01.12.2020 15:15 - 17:00 Cours PER 21, Room E130
    15.12.2020 15:15 - 17:00 Cours PER 21, Room E130
  • Assessments methods

    Evaluation continue - SA-2020, Session d'hiver 2021

    Assessments methods By rating
    Descriptions of Exams

    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.

  • Assignment
    Valid for the following curricula:
    Complementary learnings in SES
    Version: ens_compl_ses
    803 - MA course offering for Mobility Students

    German 120
    Version: SA16_BA_dt_V02
    Soft Skills

    Ma - Accounting and Finance - 90 ECTS
    Version: 2021/SA_V01
    Course - 72 ECTS > Minimum 0 / maximum 1 optional master course offered at the University of Fribourg, if 72 ECTS not yet reached in the above modules > SES Master level courses

    Ma - Business Communication : Business Informatics - 90 ECTS
    Version: 2020/SA_V01
    Courses - 60 ECTS > Communication > Deux Cours et séminaires au choix 6 ECTS > Cours et séminaires au choix
    Courses - 60 ECTS > Option Group > Information Management > Cours > Modules management > MAR: Marketing

    Ma - Business Communication : Economics - 90 ECTS
    Version: 2021/SA_V01
    Courses > Communication > Cours et séminaires au choix: Au choix deux des enseignements suivants à 3 ECTS > Cours et séminaires au choix

    Ma - Business Communication : Ethics and Economics 90 ECTS
    Version: 2017/SP_V01_ETHIQUE
    Courses - 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 : Management - 90 ECTS
    Version: 2021/SA_V01
    Courses - 60 ECTS > Chosen Option > Management > 30 ECTS parmi les modules : > MAR: Marketing
    Courses - 60 ECTS > Communication > Deux Cours et séminaires au choix 6 ECTS > Cours et séminaires au choix

    Ma - Business Informatics - 90 ECTS
    Version: 2020/SA-v01
    Classes - min. 45 ECTS > Modules management - max. 15 ECTS > MAR: Marketing

    Ma - Communication and Media Research - 90 ECTS
    Version: 2015/SA_V01
    Courses - 60 ECTS > Modul A «Media, Politics and the Economy» Modul
    Courses - 60 ECTS > Inter- and Transdisciplinary Perspectives > SES Master level courses

    Ma - Communication and Society - 90 ECTS
    Version: 2021/SA_V03
    Forschungsbereiche > Forschungsbereiche > Inter- & Transdisciplinary Perspectives > SES Master level courses

    Ma - Economics - 90 ECTS
    Version: 2021/SA_V03
    Elective courses > Wahlkurse der SES-Fakultät - max. 15 ECTS > SES Master level courses

    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: Marketing
    Courses - 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 Master level courses

    Ma - Information Management - 90 ECTS
    Version: 2019/SA_V01
    Classes - min. 45 ECTS > Modules management - max. 15 ECTS > MAR: Marketing

    Ma - International and European Business - 90 ECTS
    Version: 2021/SA_V01
    Courses > Modules > One complete module taken from the following list > Groupe d'élément de validation du Module MAR > MAR: Marketing
    Courses > 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 Master level courses

    Ma - Management - 90 ECTS
    Version: 2021/SA_V01
    Courses: min. 72 ECTS > Modules - min 54 ECTS > Groupe d'élément de validation du Module MAR > MAR: Marketing
    Courses: min. 72 ECTS > Elective Courses : max. 18 ECTS > SES Master level courses

    Ma - Management - 90 ECTS [MA]
    Version: 2017/SA_v01
    Courses: min. 63 ECTS > Cours facultatifs : max. 18 ECTS > SES Master level courses
    Courses: min. 63 ECTS > 3 modules with min 12 ECTS each > MAR: Marketing

    Ma - Marketing - 90 ECTS
    Version: 2021/SA_V02
    Courses > Elective Master courses from the whole university > SES Master level courses
    Courses > Groupe d'élément de validation du Module COM > COM : Communication
    Courses > Groupe d'élément de validation du Module Marketing > MAR: Marketing

    MiBa - Kommunikationswissenschaft und Medienforschung - 30 ECTS
    Version: 2015/SA_V01
    frei wählbare ECTS-Punkte > frei wählbare ECTS-Punkte

    MiMa - Business Informatics - 30 ECTS
    Version: 2020/SA_V01
    Cours > Modules management > MAR: Marketing

    MiMa - Communication and Society - 30 ECTS
    Version: 2021/SA_V01
    frei wählbare ECTS-Punkte > frei wählbare ECTS-Punkte

    MiMa - Gestion d'entreprise - 30 ECTS
    Version: 2021/SA_V01
    Elective courses - 30 ECTS > MAR: Marketing