The course aims to prepare students for the use of communication at a strategic and tactical level to establish and maintain an effective relationship with the media and digital influencers. Students are expected to know the current media landscape and its specificities, to know how a public relations agency and a communication department work, and to be able to assume a role of spokespersons and pivots in the relationship with the different media.

1. Understanding the importance of communication activities and media relations;
2. Know the determining factors for effective communication with the media, in the context of the current media landscape;
3. Understanding the Role of Public Opinion and Opinion Leaders;
4. Mastering techniques and tools to communicate with the media in different contexts; 
5. Understanding the importance of media relations in crisis management.