Media training

  • Teaching

    Details

    Faculty Faculty of Management, Economics and Social Sciences
    Domain Communication and Media Research
    Code UE-EKM.00990
    Languages English
    Type of lesson Lecture
    Level Master
    Semester SA-2019

    Schedules and rooms

    Summary schedule Tuesday 15:15 - 17:00, Hebdomadaire, PER 21, Room E130
    Hours per week 2

    Teaching

    Responsibles
    Teachers
    Assistants
    Description

    This course is designed to lead the students into the fascinating world of how companies and institutions relate to the media on a day-to-day basis. In present day the media is ubiquitous. Knowing how to communicate effectively and navigate safely in relation to media is therefore of the utmost importance. Companies and institutions need to invest heavily in the whole process of communication, from the planning of communication strategies to the crafting of messages and the actual communication situation, in press releases, press conferences, interviews, or their own media productions.

    The course consists of two parts. The first part, will focus on the strategic management of media relations. During the course, we will combine lectures by the professor, discussions on various topics according to the book " On Deadline, Managing Media Relations", case studies and the preparation of plans and other working documents for efficient Media Relations within an organization such as a Media Relations Annual Plan. The second part, is a more practical, hands-on Media Training. It is designed to give the students an understanding of how to go through the process of crafting a message and presenting it in different situations in front of a camera. For this part of the course, students will refer to the book “The Media Training Bible”. They will be divided in sub-teams and will play different role playing. Students will be asked to get out of their comfort zone and prepare for different media situations such as interviews, press conferences, tv debates, in the DCM tv studio.

     

    The course teaching methodology will include lectures (the professor presents concepts, models and tools), case studies (discussed to apply theoretical concepts), team work (i.e., present a media plan for a specific company) and class simulation (e.g., simulation of a press conference). Students are therefore expected to participate actively in class and to read in advance material indicated by the professor.

    Training objectives

    Part 1: Media Relations

    • To understand the role that Media Relations play in Corporate Communication strategy
    • To get an understanding of what is news and how journalists think
    • To learn the principles of how the media work and how to communicate with journalists
    • To know the basic tools to be used by a media relations professional
    • To become ready to start managing media relations within an organization ◦By developing tools in order to research and understand the needs of the organization regarding media Relations and respond positively to these needs
    • To know how to develop a media relations plan for a specific event or “pitch”, as well as an annual media relations plan

     

    Part 2. Media Training

    • To learn how to communicate in the most effective way ◦To learn how to distil what you want to say into a few concise key messages
    • To learn how to craft catchy and memorable message points
    • To get an understanding of how to dress and present the messages.
    • To understand how the media works and how to communicate with journalists ◦To get an understanding of what news is and how journalists think
    • To learn how to prepare effectively for an interview
    • To become familiar with the “rules of the game” during an interview and learn how to get key messages across
    • To be able to reflect on and discuss the mechanisms at work in practical media relations
    • To understand what it takes to speak and act comfortably and in a relaxed manner in front of a camera
    • To become aware of the potential pitfalls when the camera zooms in
    Available seats 20
    Softskills
    Yes
    Off field
    No
    BeNeFri
    Yes
    Mobility
    Yes
    UniPop
    No

    Documents

    Bibliography

    Mandatory readings:

    • On Deadline. Managing Media Relations, by Carole M. Howard & Wilma K Mathews (Waveland Press) 5 edition (March 11, 2013)
    • The Media Training Bible – 101 things you absolutely, positively need to know before your next interview, by Brad Phillips (SpeakGood Press)

     

    Other recommended readings

    • Made to Stick, by Chip and Dan Heath (Random House)
    • Media Training A-Z, by T.J. Walker
    • Handling the difficult interview -some advice from media relations professionals, by Tom Krattenmaker. Newsletter from Harvard Business School, Article reprint C0003E
    • Making news in the digital era, by David Henderson (Star)

     

    Recommended tv-series and films

    • The West Wing: Whichever season you watch, this television drama gives a realistic portrait of White House inner life. CJ Cregg (actress Allison Janney) is a very talented press secretary who usually manages to get positive headlines. It is also a very interesting exploration of the relationships between corporate-politics, communication professionals and reporters.
    • The Thick Of It: This comedy tv-series offers a satirical view of the inner workings of modern British government and its recurrent problems with communication. One of the main characters, Malcolm Tucker (actor Peter Capaldi), the government’s director of communication, is said to be based to a large degree on Tony Blair’s legendary top spin doctor Alastair Campbell. The feature film In the Loop is a spin-off of this tv-series.
    • Ides of March: In this 2011 political drama, directed by George Clooney, we follow Stephen Meyers (actor Ryan Gosling), an ambitious junior campaign leader for candidate Mike Morris (Clooney) during the final sprint of the Democratic primaries. The film gives an insight into how the different players in the election campaigns relate to and try to use the media to their own benefit.
    • And remember to watch a lot of different interviews and press conferences on tv and YouTube…
  • Dates and rooms
    Date Hour Type of lesson Place
    17.09.2019 15:15 - 17:00 Cours PER 21, Room E130
    24.09.2019 15:15 - 17:00 Cours PER 21, Room E130
    01.10.2019 15:15 - 17:00 Cours PER 21, Room E130
    08.10.2019 15:15 - 17:00 Cours PER 21, Room E130
    15.10.2019 15:15 - 17:00 Cours PER 21, Room E130
    22.10.2019 15:15 - 17:00 Cours PER 21, Room E130
    29.10.2019 15:15 - 17:00 Cours PER 21, Room E130
    05.11.2019 15:15 - 17:00 Cours PER 21, Room E130
    12.11.2019 15:15 - 17:00 Cours PER 21, Room E130
    19.11.2019 15:15 - 17:00 Cours PER 21, Room E130
    26.11.2019 15:15 - 17:00 Cours PER 21, Room E130
    03.12.2019 15:15 - 17:00 Cours PER 21, Room E130
    10.12.2019 15:15 - 17:00 Cours PER 21, Room E130
    17.12.2019 15:15 - 17:00 Cours PER 21, Room E130
  • Assessments methods

    Evaluation continue - SA-2019, Session d'hiver 2020

    Assessments methods By rating
    Descriptions of Exams

    Students will be subject to an ongoing evaluation, following the scheme below:

    Part 1 (50% of final grade)

    • Attendance and active participation in the class (20%)
    • The quality of the group projects presented and developed during class (30%).

    Part 2 (50% of final grade)

    • Attendance and participation in the class discussions (10%)
    • Attendance and performance in the media practices (40%). The grades for the exercises will be based 2/3 on the students’ performance and 1/3 on the students’ evaluations of and reflections on their own performance.

    Given that the course follows an ongoing evaluation, we will apply the following rule: students who do not reach a minimum attendance to 70% of sessions will be asked to do an additional graded exercise during the last two sessions of the course.

    Examen écrit - SP-2020, Session de rattrapage 2020

    Duration 90
    Assessments methods By rating
    Descriptions of Exams

    Exam duration: 90 min.

    Re-take exam only

  • Assignment
    Valid for the following curricula:
    Accounting and Finance 90 ECTS [MA]
    Version: 2007
    Courses - 63 ECTS > Any Master courses of the Faculty of Economics and Social Sciences, as well as maximum 9 ECTS from all Master programmes of the University. > Additional SES courses at Master's level

    Accounting and Finance 90 ECTS [MA]
    Version: 2017/SA_v01
    Courses: min. 63 ECTS > Any Master courses of the Faculty of Economics and Social Sciences, as well as maximum 9 ECTS from all Master programmes of the University. > Additional SES courses at Master's level

    Branche secondaire Master: gestion d'entreprise
    Version: 2019/SA_v01
    Es müssen zwei der folgenden aufgeführten Wahlmodule belegt werden > MAR: Marketing
    Cours facultatifs à choisir: Cours master de la Faculté des sciences économiques et sociales > Additional SES courses at Master's level

    Branche secondaire Master: gestion d'entreprise
    Version: 2017/SA_v01
    Cours facultatifs à choisir: Cours master de la Faculté des sciences économiques et sociales > Additional SES courses at Master's level
    Es müssen zwei der folgenden aufgeführten Wahlmodule belegt werden > MAR: Marketing

    Branche secondaire Master: informatique de gestion
    Version: 2019/SA-v01
    Cours > Modules management > MAR: Marketing

    Business Communication - Economics 90 ECTS [MA]
    Version: SP 2017 ECO 2015
    Courses > Communication > Cours et séminaires au choix: Au choix deux des enseignements suivants à 3 ECTS > Cours et séminaires au choix

    Business Communication - Ethics and Economics 90 ECTS [MA]
    Version: SP 2017 ETHIQUE
    Courses - 60 ECTS > Communication > Cours et séminaires au choix: Au choix deux des enseignements suivants à 3 ECTS > Cours et séminaires au choix

    Business Communication - Information Systems 90 ECTS [MA]
    Version: 2019/SA-v01
    Courses - 60 ECTS > Communication > Cours et séminaires au choix: Au choix deux des enseignements suivants à 3 ECTS > Cours et séminaires au choix
    Courses - 60 ECTS > Option Group > Information Management > Cours > Modules management > MAR: Marketing

    Business Communication - Management 90 ECTS [MA]
    Version: 2017/SA_v01 MAN
    Courses - 60 ECTS > Option Group > Management > Deux modules doivent être choisis et réussis parmi la liste suivante : > MAR: Marketing
    Courses - 60 ECTS > Option Group > Management > 6 crédits ECTS peuvent être crédités pour des cours de Master de la Faculté des sciences économiques et sociales qui ne font pas partie intégrante de l’un des modules à choix ci-dessus > Additional SES courses at Master's level
    Courses - 60 ECTS > Communication > Cours et séminaires au choix: Au choix deux des enseignements suivants à 3 ECTS > Cours et séminaires au choix

    Business Communication - Management 90 ECTS [MA]
    Version: 2019/SA_v01 MAN
    Courses - 60 ECTS > Chosen Option > Management > Deux modules doivent être choisis et réussis parmi la liste suivante : > MAR: Marketing
    Courses - 60 ECTS > Chosen Option > Management > 6 crédits ECTS peuvent être crédités pour des cours de Master de la Faculté des sciences économiques et sociales qui ne font pas partie intégrante de l’un des modules à choix ci-dessus > Additional SES courses at Master's level
    Courses - 60 ECTS > Communication > Cours et séminaires au choix: Au choix deux des enseignements suivants à 3 ECTS > Cours et séminaires au choix

    Communication and Media Research 90 ECTS [MA]
    Version: Option Journalism and Organizational
    Option Group > Journalism and Organizational Communication > Cours > Inter- and Transdisciplinary Perspectives > Additional SES courses at Master's level
    Option Group > Journalism and Organizational Communication > Cours > Modul A «Media, Politics and the Economy» Modul

    Communication and Media Research 90 ECTS [MA]
    Version: 2015
    Courses - 60 ECTS > Modul A «Media, Politics and the Economy» Modul
    Courses - 60 ECTS > Inter- and Transdisciplinary Perspectives > Additional SES courses at Master's level

    Communication and Media Research 90 ECTS [MA]
    Version: Option Media, Politics and the Economy
    Option Group > Media, Politics and the Economy > Cours > Inter- and Transdisciplinary Perspectives > Additional SES courses at Master's level
    Option Group > Media, Politics and the Economy > Cours > Modul A «Media, Politics and the Economy» Modul

    Communication and Media Research 90 ECTS [MA]
    Version: Option Media Use and Effects
    Option Group > Media Use and Effects > Cours > Inter- and Transdisciplinary Perspectives > Additional SES courses at Master's level
    Option Group > Media Use and Effects > Cours > Modul A «Media, Politics and the Economy» Modul

    Communication and Media Research 90 ECTS [MA]
    Version: 2007
    Courses - 54 ECTS > Modules > I. General and Systematic Communication Studies
    Courses - 54 ECTS > Cours a choix > Additional SES courses at Master's level

    Complementary learings in SES
    Version: ens_compl_ses
    MA course offering for Mobility Students

    Economics 90 ECTS [MA]
    Version: 2017/SA_V01 Option Economie industrielle et finance
    Option Group > Public Policy > Courses - 63 ECTS > Maximal 15 ECTS können aus allen Modulen oder unter allen Master-Kursen der Fakultät gewählt werden. > Additional SES courses at Master's level

    Economics 90 ECTS [MA]
    Version: 2017/SA_v01 Option Économie du secteur public
    Option Group > Public Policy > Courses - 63 ECTS > Maximal 15 ECTS können aus allen Modulen oder unter allen Master-Kursen der Fakultät gewählt werden. > Additional SES courses at Master's level

    Economics 90 ECTS [MA]
    Version: 2015 : Option Économie du secteur public
    Option Group > Public Policy > Cours - 63 ECTS > Maximal 9 ECTS können aus allen Modulen oder unter allen Master-Kursen der Fakultät gewählt werden. > Additional SES courses at Master's level

    Economics 90 ECTS [MA]
    Version: 2017/SA_v01
    Cours - 63 ECTS > Maximal 15 ECTS können aus allen Modulen oder unter allen Master-Kursen der Fakultät gewählt werden. > Additional SES courses at Master's level

    Economics 90 ECTS [MA]
    Version: 2017/SA_V01 Option Développement durable
    Option Group > Sustainable Development and Social Responsibility > Courses - 63 ECTS > Maximal 15 ECTS können aus allen Modulen oder unter allen Master-Kursen der Fakultät gewählt werden. > Additional SES courses at Master's level

    Economics 90 ECTS [MA]
    Version: 2015
    Courses - 63 ECTS > Maximal 9 ECTS können aus allen Modulen oder unter allen Master-Kursen der Fakultät gewählt werden. > Additional SES courses at Master's level

    European Business 90 ECTS [MA]
    Version: 2017/SA_v01
    Courses - 63 ECTS > Modules - Min one extra module with 12 ECTS > One complete module taken from the following list > MAR: Marketing
    Courses - 63 ECTS > Additional courses: Any Master courses of the Faculty of Economics and Social Sciences, as well as maximum 9 ECTS from all Master programmes of the University. > Additional SES courses at Master's level

    European Business 90 ECTS [MA]
    Version: 2007
    Courses - 63 ECTS > Modules - Min (EUB) + one extra module with 12 ECTS > Marketing (MAR)
    Courses - 63 ECTS > Additional courses: Any Master courses of the Faculty of Economics and Social Sciences, as well as maximum 9 ECTS from all Master programmes of the University. > Additional SES courses at Master's level

    German 120
    Version: SA16_BA_dt_V02
    Soft Skills

    Information Management 90 ECTS [MA]
    Version: 2017/SA_v01
    Cours > Modules management - max. 15 ECTS > MAR: Marketing

    Information Management 90 ECTS [MA]
    Version: 2015
    Cours > Modules management - max 15 ECTS > Marketing (MAR)

    Information Management 90 ECTS [MA] - SA/2019
    Version: 2019/SA_V01
    Classes - min. 45 ECTS > Modules management - max. 15 ECTS > MAR: Marketing

    International and European Business 90 [MA]
    Version: 2018/SA_V01
    Courses > Additional courses: Any Master courses of the Faculty of Economics and Social Sciences, as well as maximum 9 ECTS from all Master programmes of the University. > Additional SES courses at Master's level
    Courses > Modules > One complete module taken from the following list > MAR: Marketing

    Management 90 ECTS [MA]
    Version: 2017/SA_v01
    Courses: min. 63 ECTS > Cours facultatifs : max. 18 ECTS > Additional SES courses at Master's level
    Courses: min. 63 ECTS > 3 modules with min 12 ECTS each > MAR: Marketing

    Management 90 ECTS [MA]
    Version: 2002
    Cours > Elective courses: max. 18 ECTS > Additional SES courses at Master's level
    Cours > Modules > Marketing (MAR)

    Management 90 ECTS [MA] - SA/2019
    Version: 2019/SA_V01
    Courses: min. 63 ECTS > Modules - min 45 ECTS > MAR: Marketing
    Courses: min. 63 ECTS > Elective Courses : max. 18 ECTS > Additional SES courses at Master's level

    Sciences économiques et sociales
    Version: 2018/SP_v01 ses_BeNeFri
    Course > MA course offering for BeNeFri Students

    1026 6 International and European Business 90 [MA]
    Version: 2019/SA_v01
    Courses > Additional courses: Any Master courses of the Faculty of Economics and Social Sciences, as well as maximum 9 ECTS from all Master programmes of the University. > Additional SES courses at Master's level
    Courses > Modules > One complete module taken from the following list > MAR: Marketing