University of Colorado Boulder - Working with the Media
- Offered byCoursera
- Public/Government Institute
Working with the Media at Coursera Overview
Duration | 8 hours |
Total fee | Free |
Mode of learning | Online |
Difficulty level | Beginner |
Official Website | Explore Free Course  |
Credential | Certificate |
- Overview
- Highlights
- Course Details
- Curriculum
Working with the Media at Coursera Highlights
- Flexible deadlines Reset deadlines in accordance to your schedule.
- Shareable Certificate Earn a Certificate upon completion
- 100% online Start instantly and learn at your own schedule.
- Course 2 of 3 in the Introduction to Public Relations and the Media Specialization Beginner Level No previous background knowledge is required.
Working with the Media at Coursera Course details
- In this course, you will learn about branding and the role of public relations as opposed to adjacent fields like advertising and marketing
- You will understand the media and how to leverage storytelling with different outlets and gatekeepers. Foundational mass communication and public relations theories will be discussed in terms of issue and crisis management.
Working with the Media at Coursera Curriculum
Organizational Mission and Core Values
Introduction to Working with Media
Week 1 Introduction
What is a brand?
Mission and Core Values
?On Brand? Storytelling
Your Personal Brand
Company Vision
The Power of Storytelling in PR
Branding in PR
PR?s Role in Branding
Introduction to Week 2
Stay in your lane!
PR?s Role in Branding
Storytelling in PR
Branding And Public Relations: The Invisible Investments
Marketing, Branding, PR, Advertising ... Oh, My!
PR's Use of Storytelling
Issue and Crisis Management
Introduction to Week 3
Issue vs. Crisis
Stages of a Crisis
Writing a Crisis Communication Plan
Post-Crisis Plan
Gatekeeping in Public Relations
Introduction to Week 4
How News Works
Mass Media Theory
Connecting to the Right Audience
Helpful Tools for Media Relations
Media Theories
The Art of the Press Release
Introduction to Week 5
Working with Journalists
Building Media Lists
Press Release Basics
Writing the Pitch
Pitching News
Press Release
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