Module Managing Media Relations - EN

The course Managing Media Relations covers the work of the press from two perspectives: the perspective of journalists and the perspective of press officers. The course starts with an overview of the theory and practice of journalism, the crisis in journalism and the main values that guide the work of journalists. We will discuss how news is made, what the main criteria are to decide what is news and what is not, and who are likely sources. In addition, attention will be given to the differences in reporting between genres and cultures. In the second half of the course, the focus changes to the perspective of press officers and how they try to influence press coverage. We will discuss the criteria for messages that are likely to be picked up by the press, negotiations between journalists and press officers, the practice of preparing and giving interviews and the drafting of a media relations plan.

Structure of Managing Media Relations

The masterclass Managing Media Relations covers the following topics:

  • Media environment
  • News sources and news values
  • Media diversity
  • Crafting messages
  • Interviews
  • Media relations plan


Managing Media Relations is a short programme taught on a masters level, and is part of the Master of International Communication Management. After the last session you are required to hand in an assignment and upon successful completion, you will receive a certificate. This certificate gives you an exemption from this class should you chose to commence with the Master of International Communication Management. At the end of the class, you can continue with more masterclasses from either the MICM, or our other offered master programmes.

The certificate is valid for 5 years. After following a maximum of 4 Masterclasses, you choose if you want to follow the full master programme.

Study load

The masterclass Managing Media Relations is a short programme taught on a master level and takes 6 to 8 weeks. It is an intensive study of about 140 hours that students complete next to their daily work. Cooperating together with master students, you will be required to attend a classroom session once a week.

Education at THUAS

THUAS surrounds itself in an international atmosphere by not only being located in The Hague, the International City of Peace of Justice, but by having students and lecturers that come from all over the world. 70% of the student population alone are international, making The Hague University a hub for multi-culturalism and diversity.


Our Master’s masterminds

The experienced team of the programme is diverse  with academics, directors, managers and consultants sharing their daily business practices with you to ensure the programme is up-to-date with the latest developments in the field.

Chris Aalberts Phd

Functie docent

Drag sideways

Contact the programme

If you have any further questions about admission requirements, enrolment or content of the program, please contact us by email: or by phone (+31) (0)70 445 8900 (Monday - Thursday from 8:30 am - 10:00 pm, Friday from 8:30 am - 5:00 pm).
Contact the Academy of M&PC Contact us by phone (+31) (0)70 445 8900 or by email

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