CDM 6235

The purpose of this course is to familiarize students with the ways through which public relations and communication practitioners of organizations are managing their relations with the media and journalists in order to multiply the communication channels and enhance the positive publicity of their organization. The theories of agenda building, and agenda setting are analyzed highlighting the role of public relations as information subsidies. The course emphasizes on the changes in the media landscape that affect the practice of public relations. The various traditional and new media tools that public relations practitioners can utilize to approach media professionals are presented and analyzed.  

Upon successful completion of the course students will be able to: 

• Understand the emerging new media landscape in Greece and abroad. 
• Discuss the new trends in media relations. 
• Interpret the agenda building and agenda setting theories in the context of new media relations. 
• Differentiate the various new tools for managing the relations with journalists.  
• Formulate media relations programs incorporating new research techniques and digital tactics. 
• Assess the effectiveness and impact of media relations programs involving both conventional and new media tools based on a thorough analysis of case studies.