PR, Journalism and Networked Media

Module code: MS7079

This module will enable you to explore in depth the relationship between public relations and journalism, and how this relationship is being impacted upon by convergence cultures and advances in digital technology.

It will allow you to study the historical, structural and day-to-day relationships between public relations practitioners and journalists, including media relation strategies, agenda setting and the importance of concepts such as the information subsidy. The module will establish frameworks for researching and understanding new trends that appear to blur old boundaries, such as 'brand' or 'in-house journalists', corporations or NGOs and social movements as significant publishers of media content.

Topics covered

  • PR’s relationship with the media
  • Framing and agenda-setting
  • Digital news production
  • Citizen journalism
  • ‘Robot’ PR and journalism
  • Digital PR
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