Units of Study

MECO2603 - Media Relations

Semester 2, 2011  |  Credit Points: 6

Coordinator: Dr Richard Stanton


This unit of study will examine the relationships between stakeholders with an interest in public communication including the environmental groups, media, the corporate sector, government, not for profit industries and health and community relations. This unit provides an overview of media relations theory including issue framing, agenda setting, and co-relational development. It examines image, reputation and relationship building. Students learn to develop a media relations campaign strategy, budget and timeline, using tactical approaches for successful media relations. Students will learn to identify controlled and uncontrolled media, set research priorities and objectives and framing a client response.


1x2500wd media relations campaign (35%), 1x1000wd equivalent press conference presentation (20%), 1x1000wd final exam (35%) and tutorial participation (10%)


A Required course reader can be purchased from the University Copy Centre
Recommended Reading:
Stanton R 2007 Media Relations Oxford University Press Melbourne


1x1-hr lecture/week and 1x2-hr tutorial/week


12 junior credit points of MECO units plus one of the following (WRIT1001, WRIT1002, ENGL1025, ENGL1007)



Additional Information

available to BA(Media and Comm) and BSc (Media and Comm) students only

A timetable is not available for this session.
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