This course examines the relationship triad between the media, a company, and its publics. Companies interact with media on multiple levels, from advertising media negotiating and buying, to choosing vehicles for its sales promotion, to public relations. Those interactions are critical but must be considred in the context of mutual interaction between a medium and its audiences, and the mutual interaction between a company and its targeted market segments, which may be represented by all or some of those audiences. This course also addresses issues such as understanding the strategic nature and goals of media today, identifying media contacts in primary, appropriate media channels and maintaining mutually beneficial relationships with them, and planning and executing media communication strategies that are designed to capitalize on the strength of selected media with their audiences to ensure success of projects on brand, category and corporate levels.