GRM737 - Media Relations

Subject Title
Media Relations

Subject Description
This course gives students an overview of the role media plays in the Government Relations (GR) landscape.  GR and communications/PR often work side by side.  Understanding what media relations is, how to work with media, who the key media are in politics and public affairs is crucial to the role you will play in conveying your message to your audience. In media relations, the goal is to obtain the desired coverage at a reasonable cost in time, money, and effort.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Demonstrate the role media relations plays in the overall GR function through the development of key messages related to specific GR programs and activities;
2. Prepare media relations documents that highlight key messages relevant to GR stakeholders (these include press releases, backgrounds and fact sheets, remarks and speeches, Q&As);
3. Demonstrate understanding of the media landscape and the role journalists play (includes GR press, parliamentary press gallery) and know the difference between paid media and earned media;
4. Engage GR stakeholders by adapting language, tone and presentation style to the GR purpose, situation, audience and channels.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: http://www.senecapolytechnic.ca/about/policies/academic-integrity-policy.html Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website http://open2.senecac.on.ca/sites/academic-integrity/for-students to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

Discrimination/Harassment
All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at student.conduct@senecapolytechnic.ca.

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.

Camera Use and Recordings - Synchronous (Live) Classes
Synchronous (live) classes may be delivered in person, in a Flexible Learning space, or online through a Seneca web conferencing platform such as MS Teams or Zoom. Flexible Learning spaces are equipped with cameras, microphones, monitors and speakers that capture and stream instructor and student interactions, providing an in-person experience for students choosing to study online.

Students joining a live class online may be required to have a working camera in order to participate, or for certain activities (e.g. group work, assessments), and high-speed broadband access (e.g. Cable, DSL) is highly recommended. In the event students encounter circumstances that impact their ability to join the platform with their camera on, they should reach out to the professor to discuss. Live classes may be recorded and made available to students to support access to course content and promote student learning and success.

By attending live classes, students are consenting to the collection and use of their personal information for the purposes of administering the class and associated coursework. To learn more about Seneca's privacy practices, visit Privacy Notice.