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Media & Strategy · MS elective · 3 credit hours · 16 sessions

Communication, Media & PR

This course maps the complex ecosystem where journalism, corporate interests, and public perception intersect. Students will study “Integrated Marketing Communications” (IMC) to understand how organizations shape narratives. The curriculum bridges the gap between those who report the news (Media) and those who wish to influence it (PR), fostering a holistic understanding of the information economy.

§ 01 By the end you can
  1. Analyze the symbiotic (and adversarial) relationship between Journalists and PR pros
  2. Understand the "Circuit of Culture": Representation, Identity, Production, Consumption, Regulation
  3. Develop Strategic Communication campaigns that utilize both Earned and Paid media
  4. Master the art of "Media Relations": Pitching stories effectively
  5. Critique corporate messaging strategies during public crises
§ 02 Sixteen sessions

The whole semester.

  1. 01The Media Ecosystem: Earned, Owned, & Paid
  2. 02Theories of Communication: Uses & Gratifications
  3. 03Public Relations History: Bernays to Digital
  4. 04Strategic Messaging: Key Performance Indicators
  5. 05Media Training: How to handle an interview
  6. 06Integrated Marketing Communications (IMC)
  7. 07Brand Storytelling vs. Journalistic Truth
  8. 08 · MidtermMidterm Examination
  9. 09Event Management & Media Coverage
  10. 10The Press Conference: Simulations
  11. 11Influencer Relations: The New PR
  12. 12Internal Communications: Employee Buy-in
  13. 13Lobbying & Government Relations
  14. 14Measuring Impact: Beyond "Ad Value"
  15. 15Global Communication & Cultural Nuance
  16. 16Final Project: The Integrated Media Campaign

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: The Integrated Media Campaign

How it’s judged

Recommended reading
  1. Strategic Communication: Theory and Practice by Jesper Falkheimer
  2. Cutlip and Center's Effective Public Relations
  3. McQuail's Mass Communication Theory by Denis McQuail
  4. Reputation Management by John Doorley
  5. Positioning: The Battle for Your Mind by Al Ries and Jack Trout
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