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Fundamentals of Media Engagement (COMM121)

Course description

Media relations remains an “important” and “tactical function” (Shaw & White, 2004, p. 494) of corporate communications. In media relations, practitioners seek favorable publicity for the organization’s products and services (Sallot, Steinfatt & Salwen, 1998; Seitel, 2004; Sinaga & Wu, 2007; Yoon 2005) often through information subsidy (Supa & Zoch, 2009) to “enhance the reputation of an organisation” (Bland, Theaker, & Wragg, 2005, p. 55). With the proliferation of diverse media platforms, e...


Seminar Required

Graded, 1.0 Credit Units

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