Course Description

Learn principles and skills for effective media relations. Discover how the media determines what is newsworthy. Learn practical techniques for promoting your organization through media publicity, and understand how to work with the media on an ongoing basis. The course covers print, broadcast, and online media relations.

Course Details

Upon successful completion of the course you will be able to:

  • Build relationships with reporters
  • Prepare media materials
  • Counsel an organization on the role of media relations to influence public opinion
  • Identify and use publicity and proactive media relations opportunities
  • Understand the role of social media in a media relations context
  • Help to position and manage your organization's reputation in the press


Applies Towards the Following Certificate(s)


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Sep 24, 2019 to Nov 11, 2019
Delivery Options
Course Fees
Flat Fee non-credit $445.00
Reading List / Textbook
Required Textbook:

Title: In the News: The Practice of Media Relations in Canada
Edition: 3rd or 2nd
Authors: William Carney, Colin Babiuk, Mark LaVigne
Publisher: University of Alberta Press
ISBN: 978-1772124118 or 978-0888644954

Visit the UCalgary Bookstore at www.calgarybookstore.ca.

Section Notes

Prerequisite: BMC 352 Learning Online

It is not possible to register online for this course until you have successfully completed BMC 352 Learning Online or have completed the Learning Online Waiver.

If you are enrolled in a section of BMC 352 that will be completed before this course begins, you may enrol for this course by calling 403.220.2866.

This course uses Desire2Learn (D2L), an online learning management system. The instructor will post your course outline and other materials in D2L. For more information about D2L, please visit our Online Learning Resources.

Unless notified, all online courses are available at 9 am MT the day before the start date. Students who register on (or after) the start date will receive access within one day of registration.

Unless otherwise stated, notice of withdrawal or transfer from a course must be received at least seven calendar days prior to the start date of the course.

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