Working with the Media
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Working with the Media
This course is part of Introduction to Public Relations and the Media Specialization
Instructor: Erin Willis
10,156 already enrolled
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105 reviews
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105 reviews
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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.
Details to know
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There are 5 modules in this course
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.
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 videos3 readings1 assignment
6 videos•Total 32 minutes
- Introduction to Working with Media•4 minutes
- Week 1 Introduction•2 minutes
- What is a brand?•10 minutes
- Mission and Core Values•6 minutes
- “On Brand” Storytelling•8 minutes
- Your Personal Brand•3 minutes
3 readings•Total 21 minutes
- Course Updates and Accessibility Support•1 minute
- Company Vision•10 minutes
- Mission, Vision, and Public Relations•10 minutes
1 assignment•Total 30 minutes
- Branding in PR•30 minutes
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
4 videos•Total 24 minutes
- Introduction to Week 2•1 minute
- Stay in your lane!•7 minutes
- PR’s Role in Branding•10 minutes
- Storytelling in PR•6 minutes
2 readings•Total 20 minutes
- Communicating Mission and Values with Branding and PR•10 minutes
- Marketing, Branding, PR, Advertising ... Oh, My!•10 minutes
1 assignment•Total 30 minutes
- PR's Use of Storytelling•30 minutes
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
5 videos•Total 31 minutes
- Introduction to Week 3•1 minute
- Issue vs. Crisis•6 minutes
- Stages of a Crisis•4 minutes
- Writing a Crisis Communication Plan•14 minutes
- Post-Crisis Plan•6 minutes
1 peer review•Total 60 minutes
- Crisis Preparedness•60 minutes
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
5 videos•Total 27 minutes
- Introduction to Week 4•1 minute
- How News Works•9 minutes
- Mass Media Theory•8 minutes
- Connecting to the Right Audience•5 minutes
- Helpful Tools for Media Relations•4 minutes
1 assignment•Total 30 minutes
- Media Theories•30 minutes
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
6 videos•Total 40 minutes
- Introduction to Week 5•1 minute
- Working with Journalists•8 minutes
- Building Media Lists•4 minutes
- Press Release Basics•15 minutes
- Writing the Pitch•7 minutes
- Pitching News•5 minutes
1 assignment•Total 30 minutes
- Press Release•30 minutes
1 peer review•Total 60 minutes
- Media Contact List•60 minutes
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Instructor
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University of Colorado Boulder
Course
Category: Credit offered - U
University of Colorado Boulder
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Category: Credit offered
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Reviewed on Oct 17, 2023
It is a good and important course for those who are in the field of Public Relations.
Frequently asked questions
To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.
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