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Introduction to Public Relations and the Media

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.

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What's inside

Three courses

Principles of Public Relations

In this course, learners are introduced to public relations principles and theories. You will explore the field, including its origin and trends affecting its future, 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.

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Working with the Media

In this course, you will learn about branding and public relations, and how to leverage storytelling with different media outlets. Foundational mass communication and public relations theories will be discussed in terms of issue and crisis management.

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The Nuts and Bolts of Public Relations

In this course, students will learn how to create essential public relations collateral, including press releases, story pitches, and media contact lists. These materials are crucial for effectively communicating a company's message and building relationships with journalists and media professionals. Additionally, the course explores the role of social media influencers in public relations campaigns.

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Learning objectives

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.

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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Time

0 hours

Level

Introductory

Via

Coursera

Institution

University of Colorado Boulder

Instructor

Erin Willis

Level

Introductory

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