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University of Colorado Boulder

Working with the Media

Erin Willis

Instructor: Erin Willis

7,006 already enrolled

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Gain insight into a topic and learn the fundamentals.
4.5

(61 reviews)

Beginner level

Recommended experience

8 hours to complete
3 weeks at 2 hours a week
Flexible schedule
Learn at your own pace
Gain insight into a topic and learn the fundamentals.
4.5

(61 reviews)

Beginner level

Recommended experience

8 hours to complete
3 weeks at 2 hours a week
Flexible schedule
Learn at your own pace

What you'll learn

  • Identify organizational mission and core values.

  • Understand how public relations contributes to the branding process.

  • Define mass media theory and its application to PR practice.

  • Analyze mass media and understand PR messaging strategy.

Details to know

Shareable certificate

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Assessments

4 assignments

Taught in English

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Build your subject-matter expertise

This course is part of the Introduction to Public Relations and the Media Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
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There are 5 modules in this course

In this module, you will learn the importance of an organization’s mission and core values in branding and in public relations storytelling.

What's included

6 videos2 readings1 assignment2 discussion prompts

In this module, you will learn about the similarities and differences between public relations and other fields like journalism, advertising, and marketing. You will also understand how public relations works with the related fields in the process of branding.

What's included

4 videos2 readings1 assignment2 discussion prompts

In this module, you will learn the difference between an issue and a crisis situation, including the risk and reward to company reputation. You will also learn the basics of crisis communication and reputation management.

What's included

5 videos1 peer review1 discussion prompt

In this module, you will learn about different forms of media and how the gatekeeping process works. You will also be introduced to media theory–just enough to be dangerous!

What's included

5 videos1 assignment1 discussion prompt

In this module, you will learn how to work with journalists and build a media contact list specific to your organization’s communication goals. You will understand the basics of the press release and pitch process, and practice writing your own.

What's included

6 videos1 assignment1 peer review1 discussion prompt

Instructor

Instructor ratings
4.6 (23 ratings)
Erin Willis
University of Colorado Boulder
6 Courses23,083 learners

Offered by

Recommended if you're interested in Marketing

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Learner reviews

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4.5

61 reviews

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CA
5

Reviewed on Nov 26, 2023

YM
5

Reviewed on Oct 17, 2023

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