Media relations WSE-ZP-MR
The course “Media Relations” focuses on the relationship between organisations and the media in the context of public relations practice, with particular emphasis on public sector institutions, NGOs, universities and municipal companies. Students learn where media relations fit within the wider PR system, the difference between news information and advertising, the importance of institutional image, and key concepts such as public relations, media relations, image, press officer, press release, briefing and crisis communication.
Classes are run as practical exercises. Each meeting combines a short mini-lecture with extensive workshop activities: case analysis, group work and simulations. Students take part, among others, in the “Newsroom” game, in which they play editors of a local newspaper and, using news values (proximity, conflict, impact, prestige, emotions, vividness), decide which stories make it into the bulletin. They then learn how to turn “bureaucratic” texts into media-friendly stories, identify the elements of a good press release (headline, lead, quote, data, CTA, contact) and typical mistakes.
Subsequent blocks cover writing press releases based on local government scenarios, preparing short media notes and social-media versions of information, planning briefings and press conferences, working as a press officer, on-camera statements and crisis responses using the example of a municipal infrastructure failure. An important element is also designing series of social-media posts as an integral part of media relations activities.
The course culminates in a project: a mini PR strategy with a strong media relations component for a chosen public institution, NGO or municipal company. Each group prepares a diagnosis of the situation, communication goals, target groups, strategy and key messages, a set of media relations tools (releases, press conferences, social media), an action plan with a timeline, draft content and proposed indicators of success. The project is presented as a PowerPoint/PDF presentation and a short “press conference” with other students acting as journalists.
As a result, students develop skills in analysing media coverage of public institutions, designing media relations activities, writing practical texts for the media and social media, working in project teams and thinking critically about the role of the media in shaping institutional image.
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Term 2024/25_Z:
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(in Polish) Dyscyplina naukowa, do której odnoszą się efekty uczenia się
(in Polish) E-Learning
(in Polish) Grupa przedmiotów ogólnouczenianych
(in Polish) Opis nakładu pracy studenta w ECTS
Term 2023/24_Z: (in Polish) 3 ECTS = 75 godz.
Udział w konwersatorium: 30 godz.
Przygotowanie projektu: 35 godz.
Przygotowanie się do aktywnego udziału w zajęciach (w tym dodatkowych prac z aktywności): 10 godz.
| Term 2024/25_Z: (in Polish) 3 ECTS – 75 godzin
30 godzin – uczestnictwo w zajęciach
20 godzin – przygotowanie semestralnego projektu zaliczeniowego
5 godzin – przygotowanie indywidualnej prezentacji case study
5 godzin – indywidualne przygotowanie do symulacji konferencji prasowej
15 godzin – zapoznanie się z zaproponowana literaturą i materiałami dodatkowymi, rekomendowanymi przez prowadzącego
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Subject level
Learning outcome code/codes
Type of subject
Preliminary Requirements
Course coordinators
Term 2023/24_Z: | Term 2024/25_Z: | Term 2025/26_Z: |
Learning outcomes
After completing the course, the student:
Describes key concepts and tools of public relations and media relations and understands the role of the media in shaping the image of public-sector institutions and NGOs. (ZP1_U04, ZP1_U07)
Analyses press materials and media content, identifies news values and evaluates how institutions communicate with the media. (ZP1_U04, ZP1_U09)
Produces press releases, media notes, crisis statements and sets of social-media posts that are correct in terms of content, form and channel specificity. (ZP1_U03, ZP1_U08)
Designs a simple media relations action plan as part of a mini PR strategy for a selected organisation (goals, target groups, tools, schedule, indicators). (ZP1_U07, ZP1_U08, ZP1_U09)
Works effectively in a project team, takes responsibility for assigned roles (e.g. press officer, author of the release, project coordinator), respects ethical principles and is able to give and receive constructive feedback. (ZP1_K07)
Assessment criteria
Methods and assessment criteria:
The course is passed with a graded credit based on a group project, continuous short assignments and class activity. Classes are exercises with compulsory attendance: up to 2 unexcused absences per semester are allowed; each additional unexcused absence lowers the final grade by 0.5. In the case of a high number of absences the lecturer may assign additional compensatory tasks.
Components of the final grade (total 100 points):
Final group project – mini PR campaign with a media relations component (60 points)
Groups of 3–5 students.
Development and presentation of a mini PR strategy for a selected public institution, NGO, university or municipal company (diagnosis, communication goals, target groups, strategy and key messages, media relations tools, schedule, draft content, indicators).
Format: PowerPoint/PDF presentation (approx. 20–30 slides) + oral presentation (approx. 10 minutes) plus a short simulation of a press event.
This component mainly assesses: ZP1_U03, ZP1_U07, ZP1_U08, ZP1_U09, ZP1_K07.
Continuous short assignments – practical tasks (30 points in total)
Six tasks worth 5 points each, completed in class or as homework (e.g. press release, media note + social-media version, press conference plan, crisis statement, set of posts, PR strategy outline).
This component mainly assesses: ZP1_U03, ZP1_U04, ZP1_U08.
Class activity, participation in discussions and simulations (10 points)
Assessed are engagement in exercises, participation in decision games and simulations (e.g. “Newsroom”, press conference, press officer/journalist roles), sharing examples and providing constructive feedback.
This component mainly assesses: ZP1_K07.
Grade thresholds (total score):
96–100 points – very good (5.0)
90–95 points – good plus (4.5)
80–89 points – good (4.0)
70–79 points – satisfactory plus (3.5)
60–69 points – satisfactory (3.0)
below 60 points – fail (2.0)
To pass the course, the student must:
obtain at least 60 points in total,
submit and present the final project,
respect the attendance rules, including the grade reduction for additional unexcused absences.
Practical placement
N/A
Bibliography
Basic literature:
– Jabłoński W., Kreowanie informacji. Media relations [Creating Information. Media Relations], Wydawnictwo Naukowe PWN, Warsaw.
– Gawroński S., Media relations. Współpraca dziennikarzy i specjalistów PR [Media Relations. Cooperation between Journalists and PR Specialists], University of Rzeszów Press, Rzeszów.
– Olędzki J., Tworzydło D. (eds.), Public relations. Znaczenie społeczne i kierunki rozwoju [Public Relations. Social Importance and Directions of Development], Wydawnictwo Naukowe PWN, Warsaw.
Supplementary literature:
– Tworzydło D., “Informacje prasowe jako element składowy procesu komunikacji pomiędzy dziennikarzami a przedstawicielami branży public relations” [Press releases as an element of communication between journalists and PR practitioners], , Zeszyty Prasoznawcze, 2021, Tom 64, Numer 3 (247), s. 29-49
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Term 2024/25_Z:
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Notes
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Term 2024/25_Z:
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Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: