Communication Studies (CMNS) 444

Overview

This course is intended for students of media relations, practitioners and those with a more general or theoretical interest. It relies on theories of the mass media in order to addresses the role of media relations in organizations and the practice of media relations in the context of both old and new media. The course makes use of current issues and topics in order to explore the historically complex relationship between journalists and media relations practitioners.

Learning Objectives

Media Relations is intended to

• Define the role and nature of media relations within organizations.
• Explain the interconnected history of journalism and media relations.
• Discuss the sociology of news production.
• Discuss the fundamental role and nature of the news media.
• Understand the design of information in the context of media and audience.
• Describe media ownership and convergence in Canada.
• Explain the role and objectives of media relations research.
• Build an effective media relations plan on which to base practice.
• Describe key media drivers and the role of the news release.
• Describe the growing role of “new media” in news gathering and dissemination, and their impact on traditional media.
• Identify best practices in citizen generated media.
• Outline the ethical considerations for proper media relations practice.

Outline

• Unit 1: Producing the News: The Role of Media Relations
• Unit 2: News Media and Public Relations: A Mutual Evolution
• Unit 3: Effective Media Relations: No Accident
• Unit 4: Constructing the News: Tools and Strategies
• Unit 5: “New Media” Relations
• Unit 6: Corporations, Critics and Other Challenges

Evaluation

To receive credit for CMNS 444, you must complete all three assignments and the final examination, and achieve a minimum composite course grade of “D” (50 percent). You must pass each assignment and the final examination with a minimum grade of 50 per cent. The weighting of the composite mark is as follows:

The final examination for this course must be taken online with an AU-approved exam invigilator at an approved invigilation centre. It is your responsibility to ensure your chosen invigilation centre can accommodate online exams. For a list of invigilators who can accommodate online exams, visit the Exam Invigilation Network.

To learn more about assignments and examinations, please refer to Athabasca University's online Calendar.

Course Materials

Textbook

Other Materials

Most of the course materials for CMNS 444 are available online through the myAU portal. There is also a printed Reading File that will be sent to you before your course start date.

Challenge for Credit Course Overview

The Challenge for Credit process allows students to demonstrate that they have acquired a command of the general subject matter, knowledge, intellectual and/or other skills that would normally be found in a university level course.

Full information for the Challenge for Credit can be found in the Undergraduate Calendar.

• Undergraduate Challenge for Credit Policy
• Undergraduate Challenge for Credit Procedures

Challenge Evaluation

To receive credit for the CMNS 444 challenge registration, you must achieve a grade of at least “D” (50 percent) on the examination.

Undergraduate Challenge for Credit Course Registration Form

• Challenge for Credit Form