European Institute of Communications

This module aims to introduce students to the structure and nature of the media, with reference to both the Irish and the international media landscape. It examines the way journalists work and the way they interact with public relations practitioners. It also covers how to write a press release.

Learning outcomes:

On successful completion of this module, students should:

* demonstrate a knowledge of both the key elements and the nature of the mass media in Ireland

* understand the global trends and developments that influence the mass media

* understand how to build effective relationships with the media

* be capable of writing clearly and concisely.

Content

The traditional mass media

The elements of the mass media in Ireland - TV, national and local radio, national and local newspapers, consumer and specialist magazines and trade publications.
The roles and functions of different people within the media and the internal organisation of media outlets.
Ownership of media in Ireland.
The changing nature of the media and the challenges it faces

Online/social media

Awareness of the various new forms of online/social media.
The impact of social media on business, politics and society in general.
The growing importance of the Blog and online communities.
How PR professionals should engage with online media. The dynamic between ‘old’ and ‘new’ media forms (e.g. competition and convergence).

Regulation & Ethics

The key relevant professional bodies including PRII, NUJ, Broadcasting Authority of Ireland, Press Council & Press Ombudsman.
Ethical Codes for both PR professionals and journalists.

The relationship between public relations and the media

Publicity versus public relations.

How to build effective media relations.
What the mass media needs from public relations.
Pitching stories /Preparing and handling interviews, including print, radio and television interviews /Media Events
Crisis media relations.

Undertaking media relations

Supplying material to the media.
Balancing serving the needs of clients with those of the media.
Creating angles for the media.
Segmenting audiences.
Media lists.
The role of photography.

Evaluating media relations

The tools and techniques used to evaluate the effectiveness of media relations.

Students should undertake practical exercises in writing releases based on scenarios provided and should be able to demonstrate an ability to find an appropriate angle to interest the media, a journalistic writing style and empathy with the needs of journalists, especially in regard to the notes to the editor.

Assessment

100% examination

Students will sit a three hour exam for this module, worth 100% of the marks. They must answer four questions, including one compulsory question from a choice of six questions. These questions will test their knowledge of: preparing and managing media campaigns, the nature of the Irish mass media, global developments in media, the impact of new technology on media, the relationship between PR and journalists, ethics in media relations, evaluation of media relations.

Students are expected to display an academic as well as practical knowledge so should display evidence of having read relevant learned and professional material in the course of answering the essay style questions posed.

Reading

Required reading

Gunning, E, Public Relations - A Practical Approach. Dublin: Gill & MacMillan, second edition (2007)
Bland, M, Theaker, A and Wragg, D - Effective Media Relations, London:Kogan Page (2005)
Damien McHugh, PR and Corporate Communications Law in Ireland: First Law 2006
Phillips, D and Young, P - Online Public Relations – a practical guide to developing an online strategy in the world of social media, Kogan Page (2009)