AMG5197 · Public affairs and media

Overview

Effectively navigating relationships with media and diverse publics is a core competency for professionals working in strategic communication. As digital platforms continue to shape how information circulates and influence is built, media spaces have become central arenas through which organisations and individuals articulate priorities, values and strategic agendas. In this unit, you develop the skills to design and manage media engagement strategies across public, private and non‑government sectors. Drawing on current industry practices, illustrative case studies and cutting‑edge scholarly research, you will investigate the dynamics of the contemporary media ecosystem and critically evaluate a range of communication approaches used to reach and mobilise audiences. You will learn to develop tailored media engagement plans that support organisational objectives in diverse and rapidly changing contexts. The unit also encourages you to reflect on shifting power relations that shape media visibility and to consider how different actors compete for attention in an increasingly crowded digital landscape.

Offerings

Assessment

The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.

Within semester assessment: 100%

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

Learning outcomes

1. analyse key concepts and theories of digital and traditional media in strategic communication;
2. critically evaluate media management practices and industry approaches;
3. design effective, ethical media engagement strategies that advance organisational goals;
4. demonstrate advanced communication, research and analytical capabilities when working in professional media and strategic communication settings.

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per teaching period typically comprising a mixture of scheduled learning activities and independent study. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Student experience, not official rules. Nothing here changes what the Handbook says.