This module explores how public relations contributes to brand building and storytelling within a broader communication ecosystem. Learners examine the relationship between public relations, advertising, and marketing. This module also addresses the impact of digital media and emerging technologies, including artificial intelligence and professional practice.

This module focuses on how organizations anticipate, manage, and recover from issues and crises that threaten their reputation. Learners distinguish between issues and crises, and understand the stages of a crisis, and post-crisis planning. This module emphasizes the development, implementation, and evaluation of crisis communication plans as a core public relations function.

This module examines how messages reach audiences through traditional and digital gatekeepers. You'll explore how journalists, algorithms, and influencers shape media visibility and public discourse.

This module develops foundational media relations skills central to public relations practice. Learners understand how to write a press release and pitch, build targeted media lists, and create supporting materials like media kits. Emphasis is placed on using Associated Press style and practicing professional stewardship.