This course offers practical training on the role of media practitioners in crafting and reproducing public relations activities and campaigns. In addition to a comprehensive overview of the challenges and realities of campaign planning in an international context, campaign planning models and skills set that make contributions to reputation building and management will be introduced. Focusing on strategic planning in practice, this course will empower students to generate publicity, attract media interest, and solve communication crisis through the strategic use of campaigning and management of traditional and new media platforms.