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.
Working with the Media
Working with the Media
This course is part of Introduction to Public Relations and the Media Specialization
Instructor: Erin Willis
Access provided by Masterflex LLC, Part of Avantor
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Gain insight into a topic and learn the fundamentals.
103 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
- Marketing and Public Relations
- Branding
- Press Releases
- Public Relations
- Media Strategy
- Crisis Management
- Journalism
- Storytelling
- Brand Management
- Corporate Communications
- Strategic Communication
- Media Relations
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Details to know
Shareable certificate
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Taught in English
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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.
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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 assignment
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.
What's included
6 videos1 assignment1 peer review
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YM
Reviewed on Oct 17, 2023
It is a good and important course for those who are in the field of Public Relations.
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University of Colorado Boulder
University of Colorado Boulder
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