COMM411: Media Releases | Saylor Academy

Read these four articles written by PR experts who specialize in media relations. These articles cover key topics such as formulating your message for specific occasions, events and circumstances justifying a media release, effective alternatives to media releases, and how to tailor your release to specific media.

Bill Stoller's "Press Releases for Every Occasion"
Scott Lorenz's "Fifty-Five Reasons to Send out a Release"
B.L. Ochman's "Press Releases Are a Colossal Waste of Time"
Steve Turner's "How to Get Better Media Coverage"

Click on Media Releases to open the resource.

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Course Syllabus

Course Syllabus

Unit 1: Foundations of Public Relations

1.1: Key Innovations and Founding Figures in the Development of Public Relations

The Economist: "Rise of the Image Men"

Mastering Public Relations: "Chapter 1: The Importance of Public Relations"

Mastering Public Relations: "Chapter 2: What Is Public Relations?"

Wikipedia: "Public Relations"

Steve Simon's "Traditional PR Still Remains Strong"

Peter Granat's "A Recipe for Marketing Success"

1.2 Models and Roles of Public Relations

Mastering Public Relations: "Chapter 3: Models and Approaches to Public Relations"

Mastering Public Relations: "Chapter 4: Public Relations as a Management Function"

1.3: New Directions in Public Relations

Marsha Friedman's "The Past, Present and Future of Public Relations"

Blake Miller's "The New Rules for Public Relations"

Unit 1 Discussion

Unit 1 Discussion

Unit 2: Public Relations Components and Planning

2.1: Essential Components of Public Relations Planning

Mastering Public Relations: "Chapter 5: Organizational Factors for Excellent Public Relations"

Mastering Public Relations: "Chapter 6: Public Relations and Organizational Effectiveness"

2.1.1: Public Relations Primer

Steven R. Van Hook's "Media and Public Relations: A Primer"

2.1.2: Fundamental Terms and Concepts

Steven R. Van Hook's "Marketing Fundamentals”

2.2: The Public Relations Plan

Mastering Public Relations: "Chapter 8: Public Relations Research: The Key to Strategy"

2.2.1: Preparing the Public Relations Plan

Craig Miyamoto's "How to Write a Comprehensive Public Relations Plan"

2.2.2: Public Relations Planning Primers

Steve Le Vine's "Public Relations: Your Saving Grace?"

Pari Noskin Taichert's "Plan It: A Four-Point PR Primer"

2.3: Constructing a Strategic Public Relations Plan

Mastering Public Relations: "Chapter 9: The Public Relations Process"

Unit 2 Discussion

Unit 2 Discussion

Unit 3: Key Target Audiences

3.1: Publics and Demographics

Mastering Public Relations: "Chapter 7: Identifying and Prioritizing Stakeholders and Publics"

Steven R. Van Hook's "Who Are Your Publics?"

3.2: International and Global Demographic Research Resources

Steven R. Van Hook's "Marketing Research Resources"

3.3: Formulating Messages for Diverse Demographics

Formulating Messages for Diverse Demographics

Steven R. Van Hook's "Transcultural Communications"

Unit 4: Media Relations

4.1: Traditional and New Media Outlets

Steven R. Van Hook's Media and Public Relations Primer: "Module 3: Understanding the Media"

Media and Technology

Mastering Public Relations: "Chapter 10: The Practice of Public Relations"

4.2.1: Attracting Media Attention

Attracting Media Attention

Steven R. Van Hook's "Communication Appeals and Tactics"

Attracting Media Attention

4.2.2: The Media Release

Media Releases

Steven R. Van Hook's Media and Public Relations Primer: "Module 4: Effective Media Releases, Kits, and Conferences"

4.2.3: Pitching Your Story

Pitching Stories

4.2.4: Presenting Yourself to the Media

Presenting Yourself

Steven R. Van Hook's Media and Public Relations Primer: "Module 5: Preparing for Media Interviews"

4.2.5: Maintaining Media Relationships

Maintaining Media Relationships

4.3 Writing for Owned Media

Write Like a PR Pro: "Chapter 4: Blogging"

4.4 Writing for Video and Visuals

Writing for Video and Visuals

Unit 4: Media Relations

4.1 The Practice of Public Relations

4.2 Writing for Earned Media (Media Relations)

4.2.1 The Associated Press Style

4.2.2 Keeping up with Current Events

4.3 Writing for Owned Media

4.4 Writing for Video and Visuals

Unit 4 Discussion

Unit 5: Writing for Public Relations

5.1.1: Conducting Research

Mastering Public Relations: "Chapter 8: Public Relations Research: The Key to Strategy"