Working with the Media (Coursera)

Working with the Media (Coursera)
Course Auditing
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Working with the Media (Coursera)
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.

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What You Will 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.


Course 2 of 3 in the Introduction to Public Relations and the Media Specialization


Syllabus


WEEK 1

Organizational Mission and Core Values

In this module, you will learn the importance of an organization’s mission and core values in branding and in public relations storytelling.


WEEK 2

PR’s Role in Branding

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.


WEEK 3

Issue and Crisis Management

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.


WEEK 4

Gatekeeping in Public Relations

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!


WEEK 5

The Art of the Press Release

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.



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MOOC List is learner-supported. When you buy through links on our site, we may earn an affiliate commission.

Course Auditing
41.00 EUR/month
No previous background knowledge is required.

MOOC List is learner-supported. When you buy through links on our site, we may earn an affiliate commission.