Media Relations

Consolidation

The students know the instruments of analog and digital media work and can apply them in a targeted and effective way. In addition, they know how to interpret media usage data and how to apply it to specific target groups. The students know the access to the watchmen and actors of the current communication channels.

Modul KMG

To successfully adapt to and actively shape this transformation, students acquire the skills and tools of effective media and press relations, including the use of AI-based instruments. How do journalists work, what role do social media and influencers play, how can target groups be reached with key messages, and how can content be placed in relevant media channels? In addition, students analyze the media usage behavior of different stakeholder groups and develop corresponding external and internal communication strategies. Knowledge of suitable evaluation and monitoring tools for corporate communications completes the course.

- Zerfaß, A., Piwinger, M., & Röttger, U. (Hrsg.). (2022). Handbuch Unternehmenskommunikation: Strategie – Management – Wertschöpfung. Springer Gabler.
- Teo, B. (2021). Navigating disruption: Media relations in the digital age. Marshall Cavendish.
- Schach, A. (2022). Starke Texte in der Unternehmenskommunikation: Grundlagen und Anwendungsbeispiele von Public Relations bis Social Media. Springer.

Presentation

German

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Integrated course, group work, case studies, discussions, e-learning

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