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Erin Willis
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.
Register for this course and see more details by visiting:
OpenCourser.com/course/jkh7wq/the
What's inside
Syllabus
Writing the Press Release
In this module, you will learn how to identify “news” within your organization and write a press release to gain media attention and publicity.
Read more
Syllabus
Writing the Press Release
In this module, you will learn how to identify “news” within your organization and write a press release to gain media attention and publicity.
Read more
Pitching Stories
In this module, you will learn how to formulate a pitch to share with journalists that will ensure your story makes headlines. You will practice writing a pitch and accompanying press release.
Staying “On Message”
In this module, you will learn how messaging should always ladder up to an organization’s mission and core values, and how different media require different messaging strategies.
Influencers
In this module, you will learn about social media influencers and their return on influence. You will understand why influencers are valuable to communication plans, and the different types of influencers, and how to choose one that aligns with your organization’s goals.
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Teaches vital communication skills to business professionals
Suitable for beginners seeking to build fundamental public relations skills
Develops proficiency in crafting press releases and media pitches
Offers practical strategies for cultivating relationships with media professionals
Covers the fundamentals of social media influencer marketing
Save this course
Save The Nuts and Bolts of Public Relations to your list so you can find it easily later:
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Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in The Nuts and Bolts of Public Relations with these
activities:
Communicate using social media
Show steps
Master how social media works to better achieve your public relations goals
Browse courses on
Social Media
Show steps
-
Review different types of social media
-
Create profiles for fictional clients
-
Engage with fictional clients on social media
Follow Online PR Courses or Webinars
Show steps
Enrolling in online courses or webinars can supplement the materials covered in this course, providing additional insights and perspectives on various aspects of public relations.
Browse courses on
Public Relations
Show steps
-
Identify reputable online platforms or providers
-
Select courses or webinars that align with your interests and learning goals
-
Participate actively in discussions and assignments
Form a Study Group or Join an Online Community
Show steps
Engaging with peers and discussing course materials can enhance your understanding, provide different perspectives, and motivate you to stay engaged.
Show steps
-
Find classmates or other individuals interested in forming a study group
-
Establish regular meeting times and discussion topics
-
Facilitate group discussions and share insights
Nine other activities
Expand to see all activities and additional details
Show all 12 activities
Find examples of effective press releases
Show steps
Reviewing examples of effective press releases will help you learn from the best and identify best practices.
Show steps
-
Search for examples of press releases in your industry
-
Analyze the structure and content of the press releases
Write short pitches and press releases
Show steps
Writing short pitches will help solidify the core principles of pitch writing. Writing full press releases will help reinforce best practices.
Show steps
-
Select a news item related to your organization
-
Write a short pitch and press release based on the news item
-
Review your pitch and press release to identify areas for improvement
Write a Press Release Template
Show steps
Developing a press release template will reinforce the structure and key elements of effective press releases, improving your ability to craft compelling and informative announcements.
Show steps
-
Review press release examples and best practices
-
Create a basic outline or template
-
Include all essential elements: headline, dateline, lead paragraph, body, boilerplate
Role-play public relations scenarios
Show steps
Role-playing can help you develop practical skills in dealing with media inquiries and other PR situations
Show steps
-
Find a partner to practice with
-
Develop a scenario to role-play
-
Take turns playing the role of the journalist and the PR representative
Develop a PR Campaign Plan
Show steps
Creating a comprehensive PR campaign plan will allow you to apply the concepts learned in the course to a practical scenario, strengthening your understanding of the planning and execution process.
Show steps
-
Define campaign objectives and target audience
-
Identify key messages and develop communication materials
-
Develop a media outreach strategy
-
Create a budget and timeline
-
Evaluate and adjust the campaign as needed
Create a social media campaign for a PR event
Show steps
Creating a social media campaign can provide practical experience in implementing PR principles
Browse courses on
Social Media Marketing
Show steps
-
Define the goals and target audience for your campaign
-
Develop a content calendar and schedule
-
Create engaging content that will resonate with your target audience
Media Relations Simulation
Show steps
Engaging in a media relations simulation will provide you with hands-on experience in dealing with media inquiries and managing press interactions, enhancing your confidence and effectiveness in real-world situations.
Browse courses on
Media Relations
Show steps
-
Prepare key messages and talking points
-
Practice responding to different types of media inquiries
-
Receive feedback and refine your approach
Attend Industry Conferences and Events
Show steps
Participating in industry conferences and events is an excellent way to connect with professionals in the field, learn about the latest trends, and expand your knowledge base.
Browse courses on
Public Relations
Show steps
-
Research upcoming industry events
-
Register and plan your attendance
-
Network with speakers, attendees, and exhibitors
Volunteer for a PR or Communications Organization
Show steps
Volunteering at a PR or communications organization will provide you with practical experience in supporting PR activities, allowing you to apply your knowledge and build valuable connections.
Browse courses on
Public Relations
Show steps
-
Research local organizations or nonprofits
-
Identify opportunities that align with your interests and skills
-
Offer your assistance and commit to a regular schedule
Communicate using social media
Show steps
Master how social media works to better achieve your public relations goals
Browse courses on
Social Media
Show steps
Show steps
Show steps
- Review different types of social media
- Create profiles for fictional clients
- Engage with fictional clients on social media
Follow Online PR Courses or Webinars
Show steps
Enrolling in online courses or webinars can supplement the materials covered in this course, providing additional insights and perspectives on various aspects of public relations.
Browse courses on
Public Relations
Show steps
Show steps
Show steps
- Identify reputable online platforms or providers
- Select courses or webinars that align with your interests and learning goals
- Participate actively in discussions and assignments
Form a Study Group or Join an Online Community
Show steps
Engaging with peers and discussing course materials can enhance your understanding, provide different perspectives, and motivate you to stay engaged.
Show steps
Show steps
Show steps
- Find classmates or other individuals interested in forming a study group
- Establish regular meeting times and discussion topics
- Facilitate group discussions and share insights
Nine other activities
Expand to see all activities and additional details
Show all 12 activities
Find examples of effective press releases
Show steps
Reviewing examples of effective press releases will help you learn from the best and identify best practices.
Show steps
Show steps
Show steps
- Search for examples of press releases in your industry
- Analyze the structure and content of the press releases
Write short pitches and press releases
Show steps
Writing short pitches will help solidify the core principles of pitch writing. Writing full press releases will help reinforce best practices.
Show steps
Show steps
Show steps
- Select a news item related to your organization
- Write a short pitch and press release based on the news item
- Review your pitch and press release to identify areas for improvement
Write a Press Release Template
Show steps
Developing a press release template will reinforce the structure and key elements of effective press releases, improving your ability to craft compelling and informative announcements.
Show steps
Show steps
Show steps
- Review press release examples and best practices
- Create a basic outline or template
- Include all essential elements: headline, dateline, lead paragraph, body, boilerplate
Role-play public relations scenarios
Show steps
Role-playing can help you develop practical skills in dealing with media inquiries and other PR situations
Show steps
Show steps
Show steps
- Find a partner to practice with
- Develop a scenario to role-play
- Take turns playing the role of the journalist and the PR representative
Develop a PR Campaign Plan
Show steps
Creating a comprehensive PR campaign plan will allow you to apply the concepts learned in the course to a practical scenario, strengthening your understanding of the planning and execution process.
Show steps
Show steps
Show steps
- Define campaign objectives and target audience
- Identify key messages and develop communication materials
- Develop a media outreach strategy
- Create a budget and timeline
- Evaluate and adjust the campaign as needed
Create a social media campaign for a PR event
Show steps
Creating a social media campaign can provide practical experience in implementing PR principles
Browse courses on
Social Media Marketing
Show steps
Show steps
Show steps
- Define the goals and target audience for your campaign
- Develop a content calendar and schedule
- Create engaging content that will resonate with your target audience
Media Relations Simulation
Show steps
Engaging in a media relations simulation will provide you with hands-on experience in dealing with media inquiries and managing press interactions, enhancing your confidence and effectiveness in real-world situations.
Browse courses on
Media Relations
Show steps
Show steps
Show steps
- Prepare key messages and talking points
- Practice responding to different types of media inquiries
- Receive feedback and refine your approach
Attend Industry Conferences and Events
Show steps
Participating in industry conferences and events is an excellent way to connect with professionals in the field, learn about the latest trends, and expand your knowledge base.
Browse courses on
Public Relations
Show steps
Show steps
Show steps
- Research upcoming industry events
- Register and plan your attendance
- Network with speakers, attendees, and exhibitors
Volunteer for a PR or Communications Organization
Show steps
Volunteering at a PR or communications organization will provide you with practical experience in supporting PR activities, allowing you to apply your knowledge and build valuable connections.
Browse courses on
Public Relations
Show steps
Show steps
Show steps
- Research local organizations or nonprofits
- Identify opportunities that align with your interests and skills
- Offer your assistance and commit to a regular schedule
Career center
Learners who complete The Nuts and Bolts of Public Relations will develop knowledge and skills
that may be useful to these careers:
Corporate Communications Manager
Corporate Communications Manager
A Corporate Communications Manager oversees corporate communications and media relations for a company. This course may be useful for those wanting to learn the fundamentals of creating press releases, pitching stories to journalists, and managing relationships with influencers to positively portray the company’s image.
Communications Director
Communications Director
A Communications Director is responsible for managing all communications for an organization. This course can be useful to those who want to learn how to pitch stories, build relationships with media outlets, and make strategic decisions on communications.
Public Relations Specialist
Public Relations Specialist
A Public Relations Specialist develops and executes public relations campaigns to promote an organization. This course may be useful for those who want to learn more about how to create press releases, as well as how to work with influencers to tell their organization’s story.
Media Relations Specialist
Media Relations Specialist
A Media Relations Specialist manages communications between an organization and the public, primarily through the media. This course may be useful for those looking to learn how to write press releases, pitch stories, and build relationships with journalists.
Press Secretary
Press Secretary
A Press Secretary is responsible for managing communications between an elected official and the public. This course may be useful for those who want to gain knowledge on writing press releases and pitching stories to journalists to disseminate information about the official.
Communications Consultant
Communications Consultant
A Communications Consultant provides communications advice to clients. This course may be helpful for those interested in gaining a strong foundation in how to write press releases, pitch stories, and how to use influencers to achieve client goals.
Marketing Manager
Marketing Manager
A Marketing Manager develops and executes marketing campaigns for a company. This course may be useful for those who want to gain a better understanding of how to write press releases, pitch stories, and use influencers to achieve marketing goals.
Editor
Editor
An Editor reviews, edits, and approves written material for publication. This course may be helpful for those who want to learn more about how to write press releases and understand how journalists work.
Public relations manager
Public relations manager
A Public Relations Manager oversees media relations, manages communications, and protects an organization’s reputation. This course may be useful for those wishing to build a foundation in how to create impactful press releases, story pitches, and establishing positive media relationships.
Writer
Writer
A Writer creates written content for a variety of purposes. This course may be useful for those who want to learn more about how to write press releases and understand how journalists work.
Content Creator
Content Creator
A Content Creator develops and creates content for a variety of platforms and purposes. This course may be useful for those who want to learn more about how to write press releases and how to use influencers to market their content.
Public Affairs Officer
Public Affairs Officer
A Public Affairs Officer is responsible for managing communications between an organization and the public on matters of public policy. This course may be helpful for those who wish to know more about how to write press releases and how to build positive working relationships with journalists.
Social Media Manager
Social Media Manager
A Social Media Manager develops and executes social media campaigns. This course may be useful for those who want to learn how to use influencers to support social media campaigns.
Journalist
Journalist
A Journalist researches, writes, and reports on news stories for newspapers, magazines, or other media outlets. This course may be useful for those who want to learn how to be effective in presenting news, including how to pitch stories, write press releases, and build relationships with media professionals.
Speechwriter
Speechwriter
A Speechwriter writes speeches for public figures. This course may be useful for those who want to learn how to write speeches that are clear, concise, persuasive, and effective.
For more career information including salaries, visit:
OpenCourser.com/course/jkh7wq/the
Reading list
We've selected seven books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
The Nuts and Bolts of Public Relations.
Save
This comprehensive textbook provides a solid foundation in public relations principles and practices. It covers a wide range of topics, from media relations to crisis communication, and is written in a clear and engaging style.
This practical guide to public relations offers insights from a seasoned professional. It covers the essential elements of public relations, such as building relationships with the media, managing舆论, and promoting a positive image.
Provides a step-by-step guide to writing effective press releases, media advisories, and other public relations materials. It also includes tips on how to build relationships with the media and get your story covered.
Provides a comprehensive overview of how to use social media to promote your organization and build relationships with your target audience. It covers a wide range of topics, from content creation to social media monitoring.
This classic book provides a theoretical foundation for the field of public relations. It explores the role of public relations in society and discusses the ethical implications of public relations practices.
Provides a global perspective on the field of public relations. It explores the different ways that public relations is practiced around the world and discusses the challenges and opportunities of global public relations.
Save
Provides a comprehensive guide to reputation management. It covers a wide range of topics, from identifying your reputation risks to developing a reputation management plan.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/jkh7wq/the
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Level
Introductory
Via
Coursera
Institution
University of Colorado Boulder
Instructor
Erin Willis
Language
English
Transcripts
Español
Français
Português
Deutsch
Italiano
中文
العربية
한국어
日本語
हिंदी
Nederlands
Svenska
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Türkçe
Polski
Ελληνικά
українська мова
Bahasa Indonesia
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This course belongs to a
collection
called
Introduction to Public Relations and the Media. It's comprised of three courses:
- The Nuts and Bolts of Public Relations (viewing)
- Working with the Media
- Principles of Public Relations
Good to know
Teaches vital communication skills to business professionals
Suitable for beginners seeking to build fundamental public relations skills
Develops proficiency in crafting press releases and media pitches
Offers practical strategies for cultivating relationships with media professionals
Covers the fundamentals of social media influencer marketing
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