APG5197 · Media and public affairs management

Overview

Engaging effectively with media and publics is an essential area of expertise for strategic communications professionals. In our contemporary digital environments, media arenas are an increasingly important space for organisations and actors to advance their strategic positions, values and aims. In this unit, you will develop media management strategies across public, private and non-government sectors. Drawing on the latest industry practice, case studies and scholarly research, you will analyse the contemporary media landscape, evaluate key engagement methods and approaches, and design media engagement plans that further organisational goals in a range of contexts.

Areas of study: Strategic communications management

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

The Handbook lists no prerequisite, corequisite or prohibition for this unit.

Learning outcomes

1. critically analyse core concepts and theories of digital and traditional media systems in the context of strategic communications;
2. critically evaluate industry practice and approaches to media management;
3. design and develop effective and ethical media engagement plans to further strategic organisational goals and aims;
4. apply advanced communication, research and analytical skills in professional contexts.

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester 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.