Teaching Responsibility

LJMU Schools involved in Delivery:

Liverpool Business School

Learning Methods

Workshop

Module Offerings

5002BPR-SEP-MTP

Aims

To demonstrate the various media campaign tactics available to the modern PR manager.

Learning Outcomes

1.
Appraise methods of approaching the modern multi-faceted media and its impact on reputation
2.
Prepare for a media or media oriented client meeting
3.
Plan and apply written and oral communication techniques within a media environment
4.
Apply strategies for maximizing and evaluating media coverage through a management approach
5.
Propose a written campaign to internal and external clients and other user groups when approaching the media

Module Content

Outline Syllabus:The Media 'Agenda' Defining and approaching the media in the light of Web 2.0 Media interviews and discussions Awareness of the practical media environment and equipment The impact of social media on the PR practitioner Effective online and offline communication techniques Media analytics Media relationships News releases and feature writing Blogging and micro blogging The progressive use of organic social media The role of social media advertising in PR Press conferences and media discussions Media context of issue and crisis management
Module Overview:
This module incorporates the various media campaign tactics available to the modern PR manager, and illustrates how platforms and channels can be used to the advantage of clients and practitioners alike.
Additional Information:This module incorporates the major elements of Online PR and Media Relations modules into a 20 credit module which illustrates how platforms and channels can be used to the advantage of clients and practitioners alike.

Assessments

Portfolio