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

5,814 already enrolled

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Course

Gain insight into a topic and learn the fundamentals

4.5

(49 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

(49 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

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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
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Earn a career certificate

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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 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 (19 ratings)
Erin Willis
University of Colorado Boulder
6 Courses19,381 learners

Offered by

Recommended if you're interested in Marketing

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4.5

49 reviews

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YM
5

Reviewed on Oct 17, 2023

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