Press Advisory (261102)

Learning Outcomes

• Students should:
• Understand journalism as a social mediation domain, in which the news process takes place amongst the sources of information, journalists, media companies and audiences.
• Determine the functions of a Press Advisor.
• Know the the importance that PA has on business communication, its management and the maintenance of the organisation's image.
• Identify the relationship between PA professionals and journalism.
• Recognise the part of Advisors while sources of information.
• Identify the resources inherent to the practise of Press Advisory.
• Know how to plan and manage communication strategies.
• Know how to deal with the media in crisis situation

Study Program

• The dialectic relationship between the media and the public space.
• The journalist's social responsibility and the characterisation of routines intrinsic to that activity.
• News value and event selection criteria.
• Types of journalistic events.
• Journalistic language: subjective or interpretative?
• Public opinion within the media-covered public space.
• Gatekeeping, newsmaking and agenda setting.
• The sources of information. Types, functions and theories of
• Relationship between journalists and their sources.
• Press Advisory as source of information: Advisors' functions.
• Press Advisory's resources.
• Crisis management: performance before mediatization

Bibliography