57132 Media Relations
Warning: The information on this page is indicative. The subject outline for a particular semester, location and mode of offering is the authoritative source of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.UTS: Communication: Communication Studies
Credit points: 8 cp
Result type: Grade, no marks
There are course requisites for this subject. See access conditions.
In this subject, students explore the role and uses of media relations for communication management. They explore the relationship between journalism and public relations and the structures, regulatory frameworks and processes relevant to developing media strategies. They review mass communication research traditions such as media effects theories and agenda setting, applying their understanding to issues for professional public relations practice. Public opinion and diffusion of ideas and innovations are examined, along with the concept of the public interest. Students investigate ways in which new media have changed the landscape for communicating with publics and for media relations. They practise developing media plans and products to broaden their awareness of the diversity of media channels. In their final project, they develop briefing notes and perform as interviewees in the UTS television studios.
At the completion of this subject, students are expected to be able to:
- understand the place of media relations in public relations practice
- critically examine mass communication research traditions
- understand media structures, ownership and regulations
- apply newsworthiness principles to the production of professional public relations plans and communication products
- identify critical paths of influence and innovation
- identify and apply the basic constructs of relationship–building to media relations
- develop appropriate briefing notes for media interviews and perform to a professional standard as an interviewee.
Contribution to course aims and graduate attributes
This subject contributes to the graduate profile for communication management by providing students with the opportunity to develop:
- a good understanding of the nature of communication management through a broad range of theories and paradigms
- a capacity to critically reflect on the role and responsibilities of communicators
- an understanding of contexts of communication
- competency in understanding, identifying and communicating with publics to build and maintain relationships
- the ability to choose and use appropriate research methods for communication professionals
- a capacity to critically reflect on their learning and professional communication practice
- the ability to implement communication strategies and evaluate their effectiveness
- the ability to apply communication theories to the analysis of case studies and professional practice
- the ability to analyse issues
- the ability to provide strategic advice to senior management.
Teaching and learning strategies
A variety of teaching and learning strategies will be used, including lectures, workshops, visiting speakers, seminar presentations and online discussion. The learning program is designed for students to learn independently as well as to interact productively in small groups. Students will participate in interviews in the UTS Multimodal studio. Interviews will be filmed for the purpose of marking or double-marking. Any recording of these interviews will be destroyed after marking is complete.
- Role of media relations in communication management
- Relationship between journalism and public relations
- Media strategy development: the relevant structures and processes; strategy planning, objectives and evaluation
- 'Mass' communication research traditions: media effects theories, agenda setting, cultivation. Implications for media relations
- Public opinion and diffusion of ideas and innovations
- Public interest and new media
- Media interview functions, techniques and roles
- Preparation for interviews; identifying type and purpose; training in techniques, role-plays.
Assessment Item 1: Essay
|Objective(s):||a, b , c|
Demonstrated ability to:
Assessment Item 2: Media strategy
d, e, f
Demonstrated ability to:
Assessment Item 3: Media kit
a, d, f
Demonstrated ability to:
Assessment Item 4: Television interview preparation and television performance
|Objective(s):||d, f, g|
Demonstrated ability to:
Students are expected to read the subject outline to ensure they are familiar with the subject requirements. As class discussion and participation in activities form an integral part of this subject, you are expected to attend, arrive punctually and actively participate in classes. If you experience difficulties meeting this requirement, please contact your lecturer. Students who have a reason for extended absence (e.g., illness) may be required to complete additional work to ensure they achieve the subject objectives.
Attendance is important in this subject because it is based on a collaborative approach that involves essential workshopping and interchange of ideas with other students and the tutor. Students who fail to attend 85% of scheduled classes will be refused permission to have their final assessment item assessed (see Rule 3.8). An attendance roll will be taken at each scheduled class. Where possible, students should advise the lecturer in a timely manner if they are unable to attend.
eReadings are available online for this subject. They are a small selection of articles and chapters to supplement lecture material. Go to 'Subject Documents' in UTSOnline.
Allan, S. 2006, Online news: Journalism and the Internet, Open University Press, Maidenhead, England, New York.
Alysen, B., Oakham, M.,Patching, R., Sedorkin, G. 2003, Reporting in a multimedia world, 2nd edn, Allen & Unwin, Crows Nest, NSW.
Berger, A.A. 2011, Media and communication research methods: an introduction to qualitative and quantitative approaches, 2nd edn, Sage Publications, Thousand Oaks, CA.
Botan, C.H. & Hazleton, V. (eds.) 2006, Public relations theory II, Lawrence Erlbaum Associates, Publishers, Mahwah, NJ & London.
Briggs, M. 2009, JournalismNext: A practical guide to digital reporting and publishing, CQ Press, Washington, DC.
Bryant, J. & Oliver, M. (eds.) 2009, Media effects: advances in theory and research, 3rd edn, Routledge, New York.
Butsch, R. (ed.) 2007, Media and public spheres, Palgrave Macmillan, Basingstoke, UK, New York.
Cottle, S. (ed.) 2003, News, public relations and power, Sage Publications, London, Thousand Oaks, CA.
Croteau, D. & Haynes, W. 2012, Media Society: Industries, images, and audiences, 4th edn, SAGE, Thousand Oaks.
Cunningham, S. & Turner, G. (eds.) 2010, The media & communications in Australia, 3rd edn, Allen & Unwin, Crows Nest, Australia.
Dearing, J.W. & Rogers, E.M. 1996, Agenda-setting, SAGE, Thousand Oaks, CA, London.
Devereux, E. 2007, Understanding the media, 2nd edn, SAGE, Los Angeles.
Downing, J. (ed.) 2004, The SAGE handbook of media studies, SAGE Publications, Thousand Oaks, CA.
Ferguson, S.D. 2000, Researching the public opinion environment: theories and methods, Sage Publications, Thousand Oaks, CA, London.
Ginneken, Jaap van 2003, Collective behavior and public opinion: rapid shifts in opinion and communication, L. Erlbaum, Mahwah, NJ.
Heath, R.L. (ed.) 2010, The SAGE handbook of public relations, 2nd edn, Sage Publications, Los Angeles.
Hirst, M. & Harrison, J. 2007, Communication and new media: from broadcast to narrowcast, Oxford University Press, South Melbourne, Victoria.
Klingemann, H.-D. & Rommele, A. (eds.) 2002, Public information campaigns and opinion research: a handbook for the student & practitioner, Sage, London.
Macnamara, J. 2010, The 21st century media (r)evolution: emergent communication practices, Peter Lang, New York.
Macnamara, J. 2012, Public relations: Theories, practices, critiques, Pearson Australia, Frenchs Forest, NSW.
McCauley, M.P., Artz, B.L., Halleck, D, Peterson, E.E. & Artz, P.U. (eds.) 2003, Public broadcasting and the public interest, M.E. Sharpe, Armonk, NY.
McQuail, D. 2010, McQuail's mass communication theory, 6th edn, SAGE, London.
Mickey, T.J. 2003, Deconstructing public relations: public relations criticism, Lawrence Erlbaum Associates, Publishers, Mahwah, NJ.
Perry, D.K. 2002, Theory and research in mass communication: contexts and consequences, Erlbaum, Mahwah, NJ, London.
Richardson, J.E. (ed.) 2010, Language and journalism, Routledge, London & New York.
Ruddock, A. 2007, Investigating audiences, SAGE Publications, London.
Ruler, B. van, Vercic, A.T. & Vercic, D. (eds) 2008, Public relations metrics: research and evaluation, Routledge, New York.
Schroder, K., Drotner, K., Kline, S. & Murray, C. 2003, Researching audiences, Oxford University Press, New York.
Smith, R.D. 2009, Strategic planning for public relations, 3rd edn, Routledge, London, New York.
Sommers, S. 2009, Building media relationships, 2nd edn, Oxford University Press, Don Mills, Ontario; Oxford.
Sparks, G.G. 2010, Media effects research: a basic overview, 3rd edn, Wadsworth Cengage Learning, Boston, MA.
Stanton, R. 2007, Media Relations, Oxford University Press, Sth Melbourne, Vic.
Stempel, G.H. III, Weaver, D.H. & Wilhoit, G.C., (eds.) 2003, Mass communication research and theory, Allyn and Bacon, Boston, MA.
Stevenson, N. 2002, Understanding media cultures: social theory and mass communication, Sage, London.
Traudt, P. 2005, Media, audiences, effects, Pearson Education, Boston.
Warner, M. 2002, Publics and counterpublics, Zone Books, New York, NY; MIT Press [distributor], London.
Weber, L. 2009, Sticks & stones: How digital reputations are created over time and lost in a click, John Wiley & Sons, Hoboken, NJ.
Williams, K. 2003, Understanding media theory, Arnold, London.
Resources for public relations and media writing
Barker, D. 1998, The craft of the media interview, Robert Hale, London.
Baverstock, A. 2002, Publicity, newsletters, and press releases, Oxford University Press, New York.
Broom, G.M. 2013, Cutlip & Center's effective public relations, 11th edn, Pearson, Boston.
Guth, D.W. & Marsh, C. 2012, Public relations: A values-driven approach, 5th edn, Pearson Allyn and Bacon, Boston.
Hicks, W. with Adams, S., Gilbert, H. & Holmes, T. 2008, Writing for journalists, 2nd edn, Routledge, London, New York.
Johnston, J. & Zawawi, C. (eds.) 2009, Public relations: theory and practice, 3rd edn, Allen & Unwin, Crows Nest, NSW.
Macnamara, J. 1996, How to handle the media, Prentice Hall, Sydney.
Newsom, D. 2011, Public relations writing: form and style, 9th edn, Wadsworth Cengage Learning, Boston, MA.
Stewart, S. 2004, Media training 101: a guide to meeting the press, John Wiley, Hoboken, NJ.
Treadwell, D.F. & Treadwell, J.B. 2004, Public relations writing: principles in practice, Sage Publications, Thousand Oaks, CA.
Wilcox, D.L. 2011, Public relations writing and media techniques, 7th edn, Allyn and Bacon/Pearson Education, Boston.
Yopp, J.J., McAdams, K.C. & Thornburg, R. 2010, Reaching audiences: a guide to media writing, 5th edn, Allyn and Bacon, Boston.
Zappala, J.M. & Carden, A.R. 2010, Public relations writing worktext: A practical guide for the profession, 3rd edn, Routledge, New York & London.