Introduction to Public Relations and the Media Specialization

This specialization is ideal for learners interested in how to practice public relations and branding communication. You will learn how to use different tools to manage your company’s reputation. You will learn about different forms of media, how to work with journalists, and how to plan strategic communication to enhance your company. And you will emerge from this specialization with several portfolio pieces, including a media contact list, press release, pitch, and crisis communication plan.
- Understand what public relations is and the value it brings to your brand or organization.
- Apply tenets of public relations theory to your business or organization or to your own personal brand.
- Produce professional public relations materials such as press releases, social media content, and influencer lists for your professional portfolio.
- Manage your brand’s reputation and prepare a proactive crisis communication plan for your business or organization.

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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 [...]

The Nuts and Bolts of Public Relations (Coursera)

In this course, you will learn how to create the necessary collateral related to “doing” public relations, including a press release, story pitch, and media contact list. These collateral materials can then be used to tell your company’s story. It’s important that all collateral stay “on message” and communicate [...]

Principles of Public Relations (Coursera)

In this course, learners are exposed to an overview of public relations principles and theories relevant to practice. You will explore the field, including the origin and trends affecting the future of the industry as well as how to land a job in public relations. This course provides a [...]