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Media and Public Relations

Media and Public Relations
  • Code: COM4LJ013 
  • Extent: 5 ECTS (135 h) 
  • Timing: 1st/3rd semester 
  • Language: English
  • Curriculum: Communication Management 2014
  • Level: Advanced professional studies at Master-level 
  • Type: Elective 

Starting level and linkage with other courses

Eligibility to Master-level studies. Link to Planning and Leading Communications.

Learning goals and assessment

Grade 1
The student knows concepts, methodology and knowledge corresponding to media and public relations. S/he can apply a limited range of media and public relations opportunities and tactics to a given scenario. S/he is able to draft a basic media and public relations campaign plan.

Grade 3
In addition to being able to apply media and public relations opportunities and tactics, the student can deliver media and public relations messages with videos. S/he understands concepts, methodology and knowledge corresponding to media and public relations.

Grade 5
The student accomplishes all of the above, and is able to use videos creatively in public relations campaigns. S/he can seek and analyze knowledge and information in order to continuously improve media and public relations in a given context.

Recognising and validating prior learning (RPL) 

If student has acquired the required competence in previous work tasks, recreational activities or on another course, s/he can show the competence with a demonstration and progress faster through her/his studies. More information and instructions for recognising and validating prior learning (RPL) are available at MyNet.

Recognition of prior learning (RPL) is observed on the course according to separate instructions.

Course contents

Topics to be covered in the course include:

  • The role and relevance of media and public relations in organizations
  • Planning and implementing media and public relations programs/campaigns
    • analysing the situation, needs and challenges
    • defining the goal and stakeholders
    • planning the content/messages
    • utilizing channels.
  • Creating video content for own media and public relations
  • Relevant public relations theories and concepts
  • Public relations tools in social media


Cooperation with the business community

Students are required to relate their studies to own, real-life work situations. Possible guest lecturers and visits.


International learning material.

Teaching and learning methods

Contact sessions
Individual and/or group assignments

Self-assessment of learning

Work-based learning to be discussed and agreed with the teacher. 


The course is evaluated on scale 1 to 5. The assessment criteria is presented on scale 1-3-5. 

The assessment of one's own learning does not influence the course grade. The assignment is the same for all courses/modules and the answers will also be used for course/module development. The assignment is completed on an e-form. 

Teacher responsible

Wallace Reynolds, Pasila

Learning material

Available for students when the course begins.

Implementation plan  

Available for students when the course begins.


Available for students when enrolment opens.     

Learning assignments and competence assessment   

To be communicated when the course begins.


Updated based on feedback received