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.
The masterclass Managing Media Relations covers the following topics:
- Media environment
- News sources and news values
- Media diversity
- Crafting messages
- 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.
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.
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.