To provide candidates with an understanding of how various media can impact on their hospitality and tourism business development and to enable them develop media interaction strategies that will maximise their business success
Public Relations
The role of public relations; the benefits of using an agency; the agency client relationship; developing a PR strategy for your business; defining key messages, communications objectives and how they translate to support business objectives; assess the role of reactive press office versus more creative PR strategies; realistic expectations for PR investment relative to the potential press coverage received; marketing investment to build brand, drive sales or both.
Media Interaction
Different ways that the media can interact with your business ; crisis management and the media (product recall, health and safety issues) ; the role of review/journalism (random reviews, staged reviews, internet commentary)
Advanced Communication Skills
The role of image and perception; media presentation skills; social and business etiquette; media preparation; performance analysis
Media planning
the components of a media plan and what a planner needs to know (marketing issues, creative strategy, budget constraints); how consumers choose media; how audiences process information from media; how media vehicles are measured; interpreting data; concepts of audience measurement; gross rating points; effective reach; effective frequency; scheduling; budget
Selecting and buying media
Comparing media; media options (limitations and advantages); criteria for media selection; media costs; media buying problems; the media buyer and seller relationship; negotiation; contracts.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 40 |
| Formal Examination | 60 |