This course is part of the Introduction to Public Relations and the Media Specialization

Erin Willis

Offered By

Introduction to Public Relations and the Media SpecializationUniversity of Colorado Boulder

About this Course

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In this course, you will learn about branding and the role of public relations as opposed to adjacent fields like advertising and marketing. You will understand the media and how to leverage storytelling with different outlets and gatekeepers. Foundational mass communication and public relations theories will be discussed in terms of issue and crisis management.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 2 of 3 in the

Introduction to Public Relations and the Media Specialization

Beginner Level

No previous background knowledge is required.

Approx. 8 hours to complete

English

Subtitles: English

What you will 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.

Skills you will gain

Press Release
Public Relations
Branding
Influencers

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 2 of 3 in the

Introduction to Public Relations and the Media Specialization

Beginner Level

No previous background knowledge is required.

Approx. 8 hours to complete

English

Subtitles: English

Instructor

Erin Willis

Associate Professor

College of Media, Communication and Information

4,543 Learners

3 Courses

Offered by

University of Colorado Boulder

CU-Boulder is a dynamic community of scholars and learners on one of the most spectacular college campuses in the country. As one of 34 U.S. public institutions in the prestigious Association of American Universities (AAU), we have a proud tradition of academic excellence, with five Nobel laureates and more than 50 members of prestigious academic academies.

Syllabus - What you will learn from this course

Week

Week 1

2 hours to complete

Organizational Mission and Core Values

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

2 hours to complete

6 videos (Total 32 min), 2 readings, 1 quiz

Week

Week 2

2 hours to complete

PR’s Role in Branding

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.

2 hours to complete

4 videos (Total 24 min), 2 readings, 1 quiz

Week

Week 3

2 hours to complete

Issue and Crisis Management

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.

2 hours to complete

5 videos (Total 31 min)

Week

Week 4

1 hour to complete

Gatekeeping in Public Relations

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!

1 hour to complete

5 videos (Total 27 min)

About the Introduction to Public Relations and the Media Specialization

This specialization is ideal for learners interested in how to practice public relations and branding communication. You will learn how to use different tools to manage your company’s reputation. You will learn about different forms of media, how to work with journalists, and how to plan strategic communication to enhance your company. And you will emerge from this specialization with several portfolio pieces, including a media contact list, press release, pitch, and crisis communication plan.

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

More questions? Visit the Learner Help Center.

Working with the Media