This course is designed to facilitate a detailed understanding of the relationship between the practice of public relations and the media, which has come to be generally known as media relations. Students will learn how to articulate media goals and objectives; conducting an analysis of media coverage using news databases to familiarize themselves with clients; identifying and/or developing a newsworthy idea to anchor a campaign; developing a media list (and justifying the influencers targeted around); and building influencers dossiers and a question and answer guide using social media tools.