This course prepares students to better understand the role and practice of media relations in corporate, non-profit, and government organizations. Students will learn how to research media and reporters, build strategic media plans, tailor messages for placement success, serve as spokespeople, handle crisis situations, and adapt new web communication tools for organizational success. Students will participate in exercises, case studies, and other interactive activities to apply knowledge and enhance learning. Area public relations and media professionals will share their insights and engage with students on such topics as advocacy campaigns, broadcast PR, new media, reputation management and ethics.