The media reconfiguration brought by the digital environment, the crisis of citizens' confidence in institutions and a media environment weakened by phenomena such as fake news reinforces the need for an integrated approach to media relations. This curricular unit aims to provide students with skills to critically reflect on the dynamics of influence in the mediatic space. The main objectives are the identification of communication opportunities and the development and implementation of techniques, in the broader context of strategic communication, which facilitate the relationship between press officers and journalists.