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.
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.