INTEGRATING MEDIA RELATIONS

Catalog description

The relentless growth of digital news sources and platforms has forever reshaped the media landscape, but persuading media gatekeepers remains a critical role for public relations practitioners. This course is designed to help students identify these gatekeepers in print, broadcast, digital, and multimedia roles - and how each has different needs, expectations, and pain points in delivering relevant content to their diverse audiences. Students will learn to see through the eyes of assignment editors, news producers, website managers, bloggers, and influencers. The ethics and ROI surrounding native marketing and advertorial opportunities will be explored. Students will create newsworthy "pitches" that persuade media gatekeepers to ask for more details, an interview, or pursue an editorial opportunity.