POSITIONING OF THE MEDIA RELATIONS / INFLUENCE MARKETING SPECIALISATION
This ISCOM specialisation trains future high-level communication professionals, capable of holding, in the medium term, the position of Influence and Reputation Director with the expertise and professional stance to play an active role on the executive board of a publicist or agency, or alongside a company leader in all business sectors (public, private, BtoC and BtoB).
‘In an increasingly complex world, businesses and leaders must rise to a dual challenge: that of forging their reputation with their stakeholders. They must also anticipate and manage risks. Inquisitiveness, agility and ethics are essential qualities for the communicators of the future.’
Laurence GOSSE, Dean of the Influence and Reputation specialisation.
OBJECTIVES OF THE MEDIA RELATIONS / INFLUENCE MARKETING MAJOR
Define the press relations and influence marketing strategies of a brand and manage relations with journalists, opinion leaders and influencers in order to promote the brand among its various audiences, through trend analysis, media relations, new media, PR data management, influence marketing and collaboration with influencers, etc.
RELEVANT PROFESSIONS
- Communication officer
- Influence and reputation officer
Leading to:
- Influence and reputation director
- Communication director
- Institutional / Corporate communication director
- Media and public relations director
- Consulting director in influence and reputation
- Consulting director in crisis communication
- Consulting director in influence marketing
- Consulting director in media relations and influence
MEDIA RELATIONS / INFLUENCE MARKETING MAJOR - COURSE THEMES
- Masterclass: sector-based approach to media relations and influence marketing
- Budgeting and steering of KPI
- Decoding French and international current events
- Data and new PR management tools
In addition:
- PR and influence marketing trend lab
- Advanced studies (to choose from) in sectors such as BtoB, industries & services, beauty/health/luxury or institutions and non-profit groups
- 1 elective course outside of the specialisation
- Workshop 3: Media relations strategy
- Workshop 4: Influence marketing