Introduction to Public Relations and the Media

Offered By: University of Colorado Boulder via Coursera

Course Description

Overview

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.

Syllabus

Course 1: Principles of Public Relations
- Offered by University of Colorado Boulder. In this course, learners are exposed to an overview of public relations principles and theories ... Enroll for free.

Course 2: Working with the Media
- Offered by University of Colorado Boulder. In this course, you will learn about branding and the role of public relations as opposed to ... Enroll for free.

Course 3: The Nuts and Bolts of Public Relations
- Offered by University of Colorado Boulder. In this course, you will learn how to create the necessary collateral related to “doing” public ... Enroll for free.

Courses

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4 hours 19 minutes
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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 a company's mission and core values. Working with journalists and other media professionals can sometimes be challenging, so we’ll talk through some tricks to building these relationships. Lastly, we’ll talk about social media influencers and if working with influencers is the right tactic for your communication goals.
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8 hours 24 minutes
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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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6 hours 48 minutes
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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 broad overview of working in public relations and how different tenets of persuasion are used in practice. The course also addresses ethical implications of public relations.

Taught by

Erin Willis