University of Colorado Boulder

Working with the Media

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

Taught in English

Some content may not be translated

Erin Willis

Instructor: Erin Willis

5,106 already enrolled

Included with Coursera Plus

Course

Gain insight into a topic and learn the fundamentals

4.5

(46 reviews)

Beginner level

Recommended experience

8 hours (approximately)
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

Add to your LinkedIn profile

Assessments

4 quizzes

Course

Gain insight into a topic and learn the fundamentals

4.5

(46 reviews)

Beginner level

Recommended experience

8 hours (approximately)
Flexible schedule
Learn at your own pace

See how employees at top companies are mastering in-demand skills

Placeholder

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.
  • Learn new concepts from industry experts
  • Gain a foundational understanding of a subject or tool
  • Develop job-relevant skills with hands-on projects
  • Earn a shareable career certificate
Placeholder
Placeholder

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV

Share it on social media and in your performance review

Placeholder

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 quiz2 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 quiz2 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 quiz1 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 quiz1 peer review1 discussion prompt

Instructor

Instructor ratings
4.8 (18 ratings)
Erin Willis
University of Colorado Boulder
6 Courses16,874 learners

Offered by

Recommended if you're interested in Marketing

Why people choose Coursera for their career

Felipe M.
Learner since 2018
"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."
Jennifer J.
Learner since 2020
"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."
Larry W.
Learner since 2021
"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."
Chaitanya A.
"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."

Learner reviews

Showing 3 of 46

4.5

46 reviews

  • 5 stars

    69.56%

  • 4 stars

    17.39%

  • 3 stars

    8.69%

  • 2 stars

    2.17%

  • 1 star

    2.17%

YM
5

Reviewed on Oct 17, 2023

New to Marketing? Start here.

Placeholder

Open new doors with Coursera Plus

Unlimited access to 7,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription

Advance your career with an online degree

Earn a degree from world-class universities - 100% online

Join over 3,400 global companies that choose Coursera for Business

Upskill your employees to excel in the digital economy

Frequently asked questions