Media relations & community management

lcomu2708  2021-2022  Louvain-la-Neuve

Media relations & community management
5 crédits
30.0 h
This course focuses on the role and nature of the relationship that organizations develop with members of the media, journalists, bloggers and the public through media relations and community management. It will introduce the students to the interconnected roles of PR and journalism while developing an ethical reflection. What is at stakes ? What is the impact of an increasingly digital context on press relations ? What kind of strategies does it require ? How to measure the effects of press relations and community management ?
The course is divided into two parts : media relations and community management.
1) Media relations : Media landscape. Principles of relations of organizations with the press. Written, oral, digital press relations. The press section on the company's website. The ethics of press relations. The evaluation of the effects of press relations (in coordination with the course LCOMU2350 Evaluation of the communication of organization).
2) Community management : Social media landscape. Notions and principles; Definitions of the function. Strategic dimension of the community manager's activity. Animation and management of exchanges. Netiquette, ethical aspects.
Méthodes d'enseignement
Active pedagogy methods will be implemented and the students will be encouraged to build a critical reflection about media relations and community management while being involved in an activity based learning process. Students will refine their oral and written skills by writing press releases and by analyzing cases and presenting them.
Modes d'évaluation
des acquis des étudiants
Examination: first session
Media relations evaluation (50%) : 
  • 15 % group assignments
  • 35% individual assignments + written exam
Community management evaluation (50%) : 
  • 15 % group assignments
  • 35% individual assignments + written exam
Examination: second session
Oral exam and individual assigments
Faculté ou entité
en charge

Programmes / formations proposant cette unité d'enseignement (UE)

Intitulé du programme
Master [120] en journalisme

Master [120] en sciences et technologies de l'information et de la communication

Master [120] en communication multilingue

Master [120] en communication

Master [120] en communication

Master [60] en information et communication