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382469: Working with the Media
MGMT-X 469.13

  • Fall 2021
  • Section 1
  • 4 Credits
  • 09/20/2021 to 12/05/2021
  • Modified 09/02/2021

Meeting Times

This course is fully online and has no regular meeting times. 


Log into Canvas, our online learning management system. Review the course syllabus, connect with the instructor and classmates in the discussion portal.

  • Retrieve course materials, which may include discussion boards, readings and videos, webinars, and other activities.
  • Connect with your instructor with questions about your assignments, your progress, or to gain deeper insights on various topics.
  • Submit your coursework via Canvas for feedback and evaluation.


This course explores the various media outlets--print, broadcast, and digital--for those working in a broad range of public relations fields and discusses the tricks of the trade on how to work with these outlets effectively. Case histories will be used to discuss the various media outlets and to illustrate creative and timely planting and servicing of stories. State-of-the-art media coverage techniques are discussed and participants have a chance to practice proven verbal pitch techniques.


Goals & Objectives


  1. Develop the tools, techniques, and strategies to write and present a range of professional marketing communications, from advertising to special events, media releases, and public presentations.
  2. Understand considerations and needs of different media outlets.
  3. Consider components of successful media messages.
  4. Craft and pitch effective media releases.
  5. Prepare a professional-quality media relations campaign.


Course Texts (Required):
On Deadline: Managing Media Relations
  Howard, C. & Mathews, W.
  Waveland Press, Inc.; 5th edition (March 11, 2013)
  ISBN-13: 978-1478603405
Recommended Text (Optional):
The Associated Press Stylebook: 2020 - 2022
Basic Books
ISBN-13: 978-1541647572
Supplementary Course Website:
Readings and resources for professional marketers & communication managers.



Course grades will be based on participation and completion of assignments as follows:






Discussion Participation

Writing Assignments

Final Media Kit

Students are expected to participate actively each week in the course discussions – an essential component of effective online learning. It is critical to meet the due dates for the writing assignments throughout the course.

The writing assignments are accumulative key components of the course final media project.

Additional Details

Discussion Posts: your weekly participation on discussions on assigned topics and textbook readings account for 25% of your final grade. Students should have a total of 4-6 substantive postings each week for full discussion credit. Please start your posts early in the week to allow your classmates time to read and respond to your postings, and keep the discussions going all week long.

Written Assignments: Written tasks throughout the course account for 45% of your final grade. The accumulative assignments are components of your final Media Relations Kit, so successful completion of the regular assignments will help ensure a quality final project.

Final Media Relations Campaign: Your final media kit accounts for 30% of your final grade. You may prepare your plan for an actual product or service you are working on, or you may create a hypothetical project. It’s often useful for students to share aspects of their projects with one another in peer exchanges, however if you need to keep your project confidential, that’s fine.

Policies About Deadlines and Late Work:

If your work is posted late but during the week that it is due, you’ll receive full points.   If the work from one week is posted late during the next week, you’ll lose ten percent for each day that it is late. After the work is more than ten days late, it will no longer receive a grade. If you will contact me before the work is late, we can try to work out something that will mesh with your schedule. However, there are no extensions for the course; all work must be turned in by the last day of class.


100 %
to 97.0%
< 97.0 %
to 94.0%
< 94.0 %
to 90.0%
< 90.0 %
to 87.0%
< 87.0 %
to 84.0%
< 84.0 %
to 80.0%
< 80.0 %
to 77.0%
< 77.0 %
to 74.0%
< 74.0 %
to 70.0%
< 70.0 %
to 0.0%

Institutional Policies

Student Conduct

Students are subject to disciplinary action for several types of misconduct or attempted misconduct, including but not limited to academic dishonesty, such as cheating, multiple submission, plagiarism, or knowingly furnishing false information to the University; or behavioral misconduct, such as theft or misuse of the intellectual property of others, harassment, or disruption of the learning environment. Students are encouraged to familiarize themselves with the Student Rights & Responsibilities Policy and to report concerns regarding at:

Services for Students with Disabilities

In accordance with the Americans with Disabilities Act of 1990, UCLA Extension provides appropriate accommodations and support services to qualified applicants and students with disabilities. These include, but are not limited to, auxiliary aids/services such as sign language interpreters, assistive listening devices for hearing-impaired individuals, extended time for and proctoring of exams, and registration assistance. Accommodations and types of support services vary and are specifically designed to meet the disability-related needs of each student based on current, verifiable medical documentation. Arrangements for auxiliary aids/services are available only through UCLA Extension’s Service for Students with Disabilities Office at (310) 825-7851 or by email at [email protected]. For complete information see:


Your instructor may post the interim grade Incomplete/I if at the end of the class your overall work is of passing quality but a portion could not be submitted for understandable reasons (e.g. illness). It is your responsibility to petition your instructor for permission to submit work late and to provide an explanation, and it is his or her sole decision whether to accept the explanation. If permitted, the Incomplete/I grade will be posted and a time frame defined for you to submit the missing work, ranging from one to twelve weeks. Incomplete/I grades that remain unchanged after twelve weeks will lapse to F, NP or U. Receiving an I grade entitles you to submit only the missing work your instructor has agreed to accept late, and does not allow other work to be retaken or oblige UCLA Extension to provide continuing access to course materials via Canvas. The Incomplete/I grade is not an option for courses that do not bear credit, such as 700, 800, or 900-level courses. For complete information, see:

All Grades are Final

No change of grade may be made by anyone other than the instructor, and then, only to correct clerical errors. No term grade except Incomplete may be revised by re-examination. The correction of a clerical error may be authorized only by the instructor of record communicating directly with personnel of Student and Alumni Services.

Sexual Harassment

The University of California is committed to creating and maintaining a community where all individuals who participate in University programs and activities can work and learn together in an atmosphere free of harassment, exploitation, or intimidation. Every member of the community should be aware that the University prohibits sexual harassment and sexual violence, and that such behavior violates both law and University policy. The University will respond promptly and effectively to reports of sexual harassment and sexual violence, and will take appropriate action to prevent, to correct, and when necessary, to discipline behavior that violates our policy.

All Extension students and instructors who believe they have been sexually harassed are encouraged to contact the Department of Student and Alumni Services for complaint resolution: UCLA Extension, 1145 Gayley Ave., Los Angeles, CA 90024; Voice/TTY: (310) 825-7031. View the University’s full Policy on Sexual Harassment and Sexual Violence at

Additional Items

Protecting Privacy and Data During Live Instruction

Live meeting sessions for this class, when applicable, are being conducted over Zoom. As the host, the instructor may be recording live sessions. Only the host has the ability to record meetings, no recording by other means is permitted. Recorded sessions will be posted in the Videos area of this class unless otherwise notified. Due to privacy, recordings are not available for download and are only accessible via Canvas for the duration of the class. If you have privacy concerns and do not wish to appear in the recording, do not turn on your video and/or audio. If you also prefer to use a pseudonym instead of your name, please let the instructor know what name you will be using so that the instructor knows who you are during the session. To rename yourself during a Zoom meeting, click on Participants, click on your name, click on More, click on Rename. If you would like to ask a question, you may do so privately through the Zoom chat by addressing your chat question to the instructor only (and not to ""everyone""). Additionally, chat may be used and moderated for live questions, and saving of chats is enabled. If you have questions or concerns about this, please contact the instructor via Canvas Inbox.

Pursuant to the terms of the agreement between Zoom and UCLA Extension, the data is used solely for this purpose and Zoom is prohibited from re-disclosing this information. UCLA Extension also does not use the data for any other purpose. Recordings will be deleted when no longer necessary. However, recordings may become part of an administrative disciplinary record if misconduct occurs during a video conference.

Course and Instructor Evaluation

UCLA Extension values your feedback on course and instructor evaluations. We ask all students to take a few minutes to complete an end-of-course evaluation survey. Updates to the course and instruction are influenced by your feedback. Understanding your student experience is essential to ensure continuing excellence in the online classroom and is appreciated by your instructor and the UCLA Extension academic leadership.

Your participation in a survey is voluntary, and your responses are confidential. After instructors submit grades, they will be given an evaluation report, but this report will not contain your name.

About Your Online Course Materials

Please note the following about online course components at UCLA Extension:

  • Students must have basic computer skills, including the use of word processing software, email, and the ability to use internet browsers, such as Safari, Firefox, or Chrome.
  • Students are responsible for meeting the technical requirements of Canvas and familiarizing themselves with the Canvas Learning Management System.
  • Students are responsible for keeping a copy of all assignments and work submitted, and to be aware of all assignments, due dates, and course guidelines.
  • Students are encouraged to keep and/or download a local copy of their assignment files, as access to the online environment of a specific course is limited to 30 days after the final course date, as listed in the course catalog.

    If you need assistance downloading student materials from your course, please contact Canvas Support or the Office of Instructional Enhancement.

UCLA Extension Canvas and Learning Support

For immediate 24/7 Canvas technical support, including holidays, click on Help (located on the menu to the left) where you can call or chat live with a Canvas Support representative.

UCLA Extension Instructional Design and Learning Support
The UCLA Extension Learning Support staff assists both students and instructors with Canvas-related technical support, as well as general and administrative questions.

Learning Support staff is available Monday through Friday, from 8 AM to 5 PM (Pacific Time), except holidays:




Day 1

Day 2

Day 3

Day 4

Day 5

Day 6

Day 7

Week 1


Post introduction, participate in Week 1 posts & discussions throughout week



Fundamentals of Media Relations
On Deadline:
Chapt 1
Resource Links


View Week 1 Virtual Lecture

Discussion posts


Preview upcoming unit

Week 2


Participate in Week 2 posts & discussions throughout week



Your Media Campaign
On Deadline:
Chapt 2

Resource Links


Week 2 Assignment due on Media Relations Plan Topic; Discussion Posts

Preview upcoming unit

Week 3


Participate in Week 3 posts & discussions throughout week



Media Selection

On Deadline: Chapt 3

Resource Links


View Week 3 virtual lecture
Discussion Posts


Preview upcoming unit

Week 4


Participate in Week 4 posts & discussions throughout week



Media Messages

On Deadline: Chapt 4
Resource Links



Week 4 Assignment due on key media messages
Discussion Posts

Preview upcoming unit

Week 5


Participate in Week 5 posts & discussions throughout week



Working with Media
On Deadline: Chapt 7
AP Stylebook

Resource Links



View Week 5 virtual lecture
Discussion Posts

Preview upcoming unit

Week 6


Participate in Week 6 posts & discussions throughout week



The Media Release
Review release samples
Resource Links


Week 6 assignment due on Media Release

Discussion Posts

Preview upcoming unit

Week 7


Participate in Week 7 posts & discussions throughout week



Social Media
500 Social Media Marketing Tips

Resource Links


View Week 7 virtual lecture
Discussion Posts


Preview upcoming unit

Week 8


Participate in Week 8 posts & discussions throughout week



Global Media Relations

On Deadline: Chapt 8

Resource Links


View Week 8 virtual lecture
Discussion Posts

Preview upcoming unit

Week 9


Participate in Week 9 posts & discussions throughout week



Crisis Communications
On Deadline: Chapters 5 & 9

Resource Links


Week 9 Assignment due on Media Mix Selection
Discussion Posts

Preview upcoming unit

Week 10


Participate in Week 10 posts & discussions throughout week



Media Law and Ethics
On Deadline: Chapt 6
AP Stylebook
Resource Links



Peer reviews of final projects
Discussion Posts

Preview upcoming unit

Week 11


Participate in Week 11 posts & discussions throughout week



Media Relations Kit
On Deadline:
Chpt 10
Resource Links



Final Media Relations Kit due
Discussion Posts

Review course materials

Syllabus Outline

Week 1 – Fundamentals of Media Relations

Week 2 – Your Media Campaign

Week 3 – Media Selection

Week 4 – Media Messages

Week 5 – Working with the Media

Week 6 – The Media Release

Week 7 – Social Media

Week 8 – Global Media Relations

Week 9 – Crisis Communications

Week 10 – Media Law & Ethics

Week 11 – Media Relations Kit