External Communications Channels from Coursera

What's inside

Syllabus

External Communications

Welcome to Module 1, External Communications. In this module, we will explore effective external communication strategies and channels, which are crucial for building and maintaining a positive public image. External communication is also important for recruiting candidates through effective messaging that will entice them to consider you as an employer.

The Role of Communications in Corporate Branding

Welcome to Module 2, The Role of Communications in Corporate Branding. This module will illustrate the importance of corporate branding and image in building a strong brand. We will learn how customer testimonials and use cases demonstrate the value of your product or service, both of which are strategies for building trust and credibility with potential customers.

Media Relations and Investor Relations

Welcome to Module 3, Media Relations and Investor Relations. This module will explore how effective media relations help organizations gain positive media coverage, and build and maintain relationships with journalists, media outlets, and influencers. These elements form the foundation of successful PR campaigns and help organizations effectively manage their relationships with investors and stakeholders.

Best Practices in External Communication

Welcome to Module 4, Best Practices in External Communication. This module will share the best ways to communicate externally, including strategies for segmenting your audience, branding, encouraging two-way communications, and leveraging social media. These strategies help organizations engage in meaningful discussions to foster relationships with customers and identify brand ambassadors. Social media communications in particular are a great way to introduce and engage customers, partners, and more with your brand personality.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Introduces external communications, including its role in corporate branding, media handling, and key stakeholder relations

Helps students understand how to build and maintain brand image and reputation

Covers essential best practices for audience segmentation, social media leveraging, and two-way stakeholder communication

Career center

Learners who complete External Communications Channels will develop knowledge and skills that may be useful to these careers:

Public relations manager

An effective Public Relations Manager is able to build and sustain long-term relationships with customers through mindful and targeted communication. This course offers a comprehensive overview of the tools and techniques necessary to become a successful Public Relations Manager. Graduates of this course will be well-prepared to segment an audience, leverage social media to meet the needs of customers, and analyze the efficacy of past and current PR efforts to improve future outcomes.

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Media Planner

Media Planners are tasked with promoting products or services to specific audiences using external communications channels such as television, radio, social media, and print advertising. By taking this course, students will be introduced to the skills and knowledge necessary to succeed in this role.

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Communications Manager

External Communications is foundational to the day-to-day functions of a Communications Manager. This course teaches the strategies and channels necessary to succeed in this role. By taking this course, students will learn the skills to manage relationships with internal and external stakeholders to build a positive public image of an organization.

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Marketing Manager

Learners in this course will discover a framework for promoting products, corporate imaging, and branding, all key functions of a successful Marketing Manager. This course will help future Marketing Managers understand the role of external communications in fostering relationships with new and existing customers.

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Social Media Manager

External Communications is a critical piece of Social Media Management. This course provides learners with the foundation to build a successful career in Social Media Management by introducing them to the fundamentals of external communication, including segmenting audiences and leveraging social media.

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Public Relations Specialist

This course may be helpful to future Public Relations Specialists because it offers a thorough overview of the functions of external communications, including strategies and channels. By taking this course, students will gain an understanding of the media, stakeholder, and investor relations essential to success in this role.

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Content Creator

Content Creators may benefit from this course, as it teaches the basics of segmenting audiences and leveraging social media, both of which are critical to creating engaging and shareable content.

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Brand Manager

External Communications is a crucial component of Brand Management, as it allows brands to build and maintain positive relationships with their customers. This course will help future Brand Managers begin to understand the strategies and channels necessary to promote corporate image and branding.

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Communications Consultant

Communications Consultants need to be experts in external communication channels in order to help clients shape and deliver their messages effectively. This course may help future Communications Consultants build a solid foundation in external communications.

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Event Planner

Successful Event Planners need to develop and manage successful relationships with media outlets, stakeholders, and investors. By taking this course, students will be introduced to the effective management of these relationships and strategies for communicating with the outside world.

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Corporate Communications Manager

Corporate Communications Managers need to be able to manage all aspects of external communications, including media relations, investor relations, and branding. This course provides an introduction to these concepts and may be useful for individuals preparing for a career in corporate communications.

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Business Development Manager

Business Development Managers build relationships with new and existing customers, establish partnerships, and close deals. This course provides an introduction to the fundamentals of external communications, which are an essential part of succeeding in this role.

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Investor Relations Manager

This course may be helpful for those interested in a career as an Investor Relations Manager, as it covers media relations and investor relations.

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Marketing Communications Manager

Marketing Communications Managers develop and implement marketing communication strategies to promote their organization's products or services. This course may help prepare individuals for a career in marketing communications by providing an overview of the functions of external communications.

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Public Affairs Manager

This course may be helpful for future Public Affairs Managers, as it offers an overview of the functions of external communications as well as strategies and channels to communicate with the outside world including with the media, stakeholders, and investors.

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