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Working with the Media

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Working with the Media

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

Instructor: Erin Willis

10,015 already enrolled

Included with

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5 modules

Gain insight into a topic and learn the fundamentals.

105 reviews

Beginner level

Recommended experience

Flexible schedule

7 hours to complete

Learn at your own pace

94%

Most learners liked this course

5 modules

Gain insight into a topic and learn the fundamentals.

105 reviews

Beginner level

Recommended experience

Flexible schedule

7 hours to complete

Learn at your own pace

94%

Most learners liked this course

What you'll learn

Explain how organizational mission and core values inform public relations across traditional and digital media environments.
Understand the role of public relations in branding and storytelling, including its relationship to advertising and marketing.
Understand how organizations prepare for, respond to, and recover from reputational threats.
Demonstrate foundational media relations competencies, including writing press releases, pitches, and using Associated Press style.

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

4 assignments¹

AI Graded see disclaimer

Taught in English

91%

of learners achieved a positive career outcome

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

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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.

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

There are 5 modules in this course

This course builds on foundational public relations concepts by examining how organizations communicate with media and external audiences in complex communication environments. Learners explore the role of public relations in branding and storytelling, with particular attention to how organizational mission and core values guide message development across traditional and digital media.

Module details

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 videos3 readings1 assignment

6 videosTotal 32 minutes

Introduction to Working with Media4 minutes
Week 1 Introduction2 minutes
What is a brand?10 minutes
Mission and Core Values6 minutes
“On Brand” Storytelling8 minutes
Your Personal Brand3 minutes

3 readingsTotal 21 minutes

Course Updates and Accessibility Support1 minute
Company Vision10 minutes
Mission, Vision, and Public Relations10 minutes

1 assignmentTotal 30 minutes

Branding in PR30 minutes

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 assignment

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 review

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 assignment

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.