Media Relations and Campaign Execution

This unit advances students’ skills in media relations, pitching, and multi-channel campaign execution across traditional, digital, and emerging platforms. Students will develop press materials, plan events and virtual experiences, create social and short-form content, target audiences, manage timing and buzz, and assess ethical and crisis considerations.

Learning Objectives

• Analyze target audiences and media outlets to develop a multi-channel PR distribution plan that identifies at least three appropriate channels and measurable success indicators
• Apply professional writing and pitching techniques to produce a press release, an introductory subject-matter-expert pitch, and a short-form video outline tailored to specified media targets
• Demonstrate event and digital campaign planning by creating an event concept with logistics, timing, attendee capture methods, and social-media-friendly website elements to support PR objectives
• Evaluate ethical, crisis, and timing considerations—including influencer use, promotional incentives, holiday tie-ins, and crisis messaging—and recommend appropriate tactics and risk mitigations