Course info

This course is designed to lead the students into the fascinating world of how companies and institutions relate to the media on a day-to-day basis. Knowing how to communicate effectively and navigate safely in relation to media is therefore of the utmost importance. Organizations need to invest heavily in the whole process of communication with the media, from the planning of communication strategies to the crafting of textual and multimedia messages, and the actual communication situation, in press releases, press conferences, interviews, or their own media productions.

The course consists of two parts. The first part, led by Sabrina Bresciani, will focus on the strategic management of media relations. During the course, we will combine lectures by the professor, discussions on various topics according to the book "On Deadline, Managing Media Relations", case studies and the preparation of plans and other working documents for efficient Media Relations across cultures within an organization such as a Media Relations Plan, applied to a real case (the Association High Sensitive Persons Switzerland).

The second part, led by Timothée Beckert, is a more practical, hands-on, Media Training. It is designed to give the students an understanding of how to go through the process of crafting a message and presenting it in different situations in front of a camera. For this part of the course, students will refer to the book “The Media Training Bible”. They will be divided in sub-teams and will play different role playings. Students will be asked to get out of their comfort zone and prepare for different media situations such as interviews, press conferences, tv debates, in the DCM tv studio.