New Media Strategies and Sales

This course introduces students to research, planning and relationship development with several media outlets and their representatives who are vital to the development of effective long and short-term strategic communication programs and campaigns. It includes lessons on how to evaluate both advertising and news/editorial media, how to plan a media program, how to develop a media plan, how to work with the various media representatives for purchased space or time, and, in other cases working with editorial staff for placement of public relations material - selected media tours.