media relations

Module 1

Media Relations & Social Media: The main job of a media relations professional is to maintain a relationship between an organization and the media so she can generate positive media coverage for the organization. With more than 1 billion Facebook users and over 500 million Twitter users, social media today can play a role in this process.

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However, social media presence requires an investment (time, resources, etc.). Before an organization can launch a social media account, they must consider the following:

  • Goals: What are the goals of this account? What is the organization trying to achieve? Being online because all your competitors are there is not a goal.
  • Audience: Based on your goal(s), who is the organization trying to reach? Do we know if the desired audience is active on that specific platform?
  • Creative content: What content can engage the desired audience while achieving the organization’s social media goals?

In summary, strategy is key to successful social media presence.

For this assignment, write a post that addresses the following: What does academic research (outside of the readings assigned for this week) teach us about successful media relations online? Cite specific examples when appropriate. How can social media be strategically leveraged to help media relations professionals achieve their goals? What goals do media relations professionals have online? What audience are they trying to reach? What creative content can help them reach that audience?

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ALL your participation online for posts will be graded based on the criteria below:

  1. Participation & Timing: The student is actively participating in online posts. Replies are posted within the time period allotted for each discussion and the student is engaging his/her peers in the conversation.
  2. Writing: Writing is without grammatical or spelling errors.
  3. Relevance: Posts reference the readings and are relevant to the material covered during the Module.
  4. Specificity: Replies are specific enough to demonstrate the student has read and comprehended the material and is able to elaborate on course concepts.
  5. Development: The post is well-developed and furthers the discussion.
  6. Research: Posts are backed up by research from credible sources (see list below for what qualifies as a credible source). The research is explained in the post.
  7. References: References are included at the end of the post and are referenced in the post.


Legitimate references are used to support your arguments in your posts. The following are the only types of sources that are allowed in this course. Each main post should reference a book or a research article:

  1. Books published by a publishing house (not self-published books)
  2. Research articles published in academic journals
  3. Research articles published by a legitimate research institute (ex: Pew Research Institute)

Additional references that may be used:

  1. News published by a legitimate news source (ex: NPR, PBS)
  2. A documentary
  3. A company’s website (only if your post is about the company)

Websites are NOT allowed. Wikipedia and “John Smith’s” blog are not considered legitimate sources. If you base your post on information you gathered from an unreliable source, then your post is not academic. Grades will automatically be deducted if unreliable references are used. When in doubt, consult with the library.