Undergraduate studies - Economics and Tourism

COURSE CODE	COURSE TITLE	ECTS
MDK3	Media Communications	6

Basic info

Undergraduate

3rd

Obligatory

Management in Tourism

Winter

Serbian and English

Course description

Types and characteristics of the media. New media as tools for business communication. Relations with the media. Role of relations with the media within the corporate communication. Organizing business function of the relations with the media. Techniques and tools for relations with the media. Planning and producing main communication tools with the media. Planning the media campaign. Defining goals of the media campaign. Selecting the media. Selecting and delegating spokespersons. Defining the key message. Media relations strategy. Reactive and proactive strategies. Media relations in crisis situations. Public statement. Press conference. Media events. Media appearance. Interviews and techniques of replying to journalists' questions. Types, contents and form of information for the media. New forms of media. Corporate advertising. Advertorial and advertainment. Ethical standards in media relations. Evaluating media relations. Measuring and evaluating process. Press clipping and monitoring. Analysing media content.

References

1. Vlastelica, T. (2007) Medijska kampanja - publicitet i oglašavanje, Beograd

Classes per week

3+2

Grading (max. points 100)