MEDIA RELATIONS AND PROTOCOL

Overview

Part of establishing the university's image and brand is being able to build relationships with members of the media and the press. Properly maintaining engagements with them through different productions help promote the institution's message to the public, as well as improve its credibility and authenticity.

Topics in this component will be dedicated to introduce media relations as a practice (along with its different elements and difference with related terms), define the roles of a media relations officer in the university's context, and identify the procedures when connecting with the press and/or media.

Course Outcomes

At the end of the course, the participants are expected to:

Describe Media Relations by discussing effective media relations elements and its difference from public relations;
Identify the roles of a UPLB Media Relations Officer; and
Apply the guidelines in conducting on-campus shoots and interviews.

Study Materials

Assessments

Videos

COURSE OUTLINE

LESSON 1: INTRODUCTION TO MEDIA RELATIONS

I. Definition of Media Relations

A. What is media relations?

B. When is media relations needed?

II. The Role of Media in Public Relations

III. Elements of Effective Media Relations

A. Tell your story

B. Build your relationships

C. Do your research

D. Be responsive

LESSON 2: ROLES OF UPLB MEDIA RELATIONS OFFICER

I. Roles of a Media Relations Officer

II. Duties and Responsibilities of a Media Relations Officer

III. Importance of a Media Relations Officer

A. Build Brand Awareness

B. Increase Credibility

IV. Working with a Media Relations Officer

C. Establish Media Relationships

D. Crisis Management and Communication

LESSON 3: WORKING WITH AND RESPONDING WITH/TO THE PRESS

I. Accomplishment of Online Media Clearance Forms

II. Guidelines on On-Campus Shoots

III. Guidelines on Interviews

A. Pre-Interview

B. Interview Proper

C. Post Interview

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