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Media Relations & Public Affairs

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PSC-604xtraLesson PublicCommunity Engagement & Public CommunicationIntermediate
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About Course

Course Code: PSC-604

Pillar: Community Engagement & Public Communication

Course Overview: Media relations and public affairs help government institutions communicate responsibly on matters of public interest. Accuracy, timing, coordination, approval discipline, and professional conduct are essential because public messages can quickly influence understanding and institutional reputation.

Learners build practical capability in handling inquiries, preparing messages and public information, supporting spokespersons, managing interviews and sensitive issues, and evaluating public-affairs activity within authorised roles.

Learning Outcomes:

  • Explain the role of media relations and public affairs in government.
  • Understand how media, public communication, institutional reputation, and public trust are connected.
  • Prepare clear, accurate, and approved public information for media and stakeholder audiences.
  • Respond to media inquiries professionally and through proper channels.
  • Support spokesperson preparation, message discipline, and interview readiness.
  • Manage communication risks, sensitive issues, misinformation, and reputational concerns.
  • Coordinate media-related communication across leadership, legal, policy, service, and communication teams.
  • Develop a practical media relations and public affairs plan.

Target Audience: Public-sector communication, public-affairs and media-relations professionals, spokesperson support teams, managers, programme leads, planners, service leaders, crisis communicators, and authorised staff supporting public information.

Course-specific Learning Experience: Learners engage through focused video overviews, audio deep dives, study guides, practical examples, reflection prompts, workbook activities, applied tasks, discussion activities, knowledge checks, and end-of-module quizzes. Activities develop media-inquiry handling, message preparation, spokesperson support, interview readiness, approval coordination, sensitive-issue management, and public-affairs evaluation.

Course Structure: 5 modules / 20 lessons.

Special Feature: Every module concludes with a Putting It All Together audio deep dive that connects the key lessons and supports reflection and practical application.

Pathway Focus: Prepare accurate messages. Engage media responsibly. Protect credibility.

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Course Content

Course Introduction
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  • Media Relations & Public Affairs
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Foundations of Media Relations and Public Affairs
This module introduces Foundations of Media Relations and Public Affairs within Media Relations & Public Affairs. Introduce learners to media relations and public affairs as strategic public communication functions that support transparency, trust, public understanding, and institutional credibility. Learners explore Understanding Media Relations in Government, Understanding Public Affairs, Media, Public Trust and Institutional Reputation, and Principles of Responsible Media Engagement.

Media Landscape, Inquiries and Public Information
This module introduces Media Landscape, Inquiries and Public Information within Media Relations & Public Affairs. Help learners understand the media landscape, types of media inquiries, public information requirements, and the importance of coordinated responses. Learners explore Understanding the Media Landscape, Handling Media Inquiries Professionally, Preparing Accurate Public Information, and Approval, Coordination and Release Protocols.

Message Development and Spokesperson Support
This module introduces Message Development and Spokesperson Support within Media Relations & Public Affairs. Enable learners to develop clear media messages, prepare spokespeople, support interviews, and maintain message discipline across public affairs activities. Learners explore Developing Media Messages, Preparing Public Statements and Press Releases, Spokesperson Preparation and Briefing, and Interview Readiness and Message Discipline.

Managing Media Risks and Sensitive Issues
This module introduces Managing Media Risks and Sensitive Issues within Media Relations & Public Affairs. Help learners manage sensitive media situations, reputational risks, misinformation, public criticism, and high-pressure communication moments responsibly. Learners explore Identifying Media and Reputation Risks, Responding to Sensitive Issues, Misinformation, Rumors and Public Correction, and Managing Criticism and Negative Coverage.

Public Affairs Planning and Evaluation
This module introduces Public Affairs Planning and Evaluation within Media Relations & Public Affairs. Enable learners to plan, coordinate, deliver, evaluate, and improve media relations and public affairs activities in support of institutional goals and public trust. Learners explore Building a Public Affairs Plan, Coordinating Across Internal Teams, Monitoring Media and Public Response, and Media Relations and Public Affairs Action Plan.

Learning Resources
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