Media Channels and Campaign Tactics

This unit explores the selection and tactical use of traditional and new media, message development, and campaign logistics for public relations. Students will practice pitching, content scheduling, budgeting, event promotion, and basic crisis response to prepare for integrated PR campaigns.

Learning Objectives

• Analyze audience characteristics and compare the reach and suitability of traditional (TV, print) and digital channels (streaming, social media, livestreaming, Web3) to recommend an optimal media mix for a specified PR objective.
• Apply persuasive writing and pitching techniques to produce a press release, targeted media pitch, and accompanying visual aid using a standardized checklist and editorial targeting strategies.
• Demonstrate the ability to create a content calendar and campaign budget that include posting frequency, livestream/event plans, cost controls, and measurable media impression goals.
• Evaluate potential crisis scenarios and develop a crisis management plan that specifies key message points, an apology framework, command-and-control roles, and prioritized media/stakeholder contact strategies.