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

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 External Communications Channels with these activities:

Compile a list of external communications resources

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This activity will help you to build a valuable resource that you can refer to throughout your career.

Browse courses on External Communications

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Research and identify relevant resources
Create a list of resources
Organize your list by topic

Join a peer support group

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Joining a peer support group will provide you with the opportunity to connect with other professionals who are facing similar challenges and to learn from their experiences.

Browse courses on External Communications

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Research and identify relevant peer support groups
Join a peer support group
Attend peer support group meetings
Participate in peer support group discussions

Read 'The Art of Social Media'

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This book provides insights into the latest trends and best practices in social media marketing, which will help you to develop effective external communication strategies.

View Melania on Amazon

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Read the book and take notes on key concepts
Create a summary of the book's main points
Develop a plan for how you can apply the book's principles to your own work

12 other activities

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Read a classic in public relations

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Learn the basics of public relations through this classic text in the field.

View Cutlip & Center's Effective Public Relations on Amazon

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Purchase or borrow a copy of the book.
Set aside time each day to read.
Take notes as you read.
Be sure to complete the practice exercises at the end of each chapter.

Attend a workshop on external communications

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This workshop will provide you with the opportunity to learn from experts in the field of external communications and to network with other professionals.

Browse courses on External Communications

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Research and identify relevant workshops
Register for a workshop
Attend the workshop and take notes
Follow up with the workshop organizers and speakers

Update your social media strategies

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Ensure your social media presence is up-to-date and effective.

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Review the latest social media trends.
Update your social media profiles.
Create a content calendar.
Run a social media audit.
Set goals for your social media marketing.

Conduct a media relations exercise

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This exercise will give you an opportunity to practice your media relations skills and to learn how to effectively communicate with the media.

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Develop a media relations plan
Identify and contact media outlets
Prepare a media kit
Conduct media interviews
Follow up with media outlets after interviews

Explore SEO for content

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Learn how to optimize your content for search engines.

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Identify the keywords you want to target.
Research your competition.
Create high-quality content that is keyword-rich.
Promote your content through social media and other channels.

Answer PR case study questions

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Practice applying your PR knowledge to real-world scenarios.

Browse courses on Public Relations

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Find a PR case study that interests you.
Read the case study carefully.
Answer the questions at the end of the case study.

Develop a social media strategy

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This activity will help you to develop a social media strategy that will help you to reach your target audience and achieve your business goals.

Browse courses on Social Media Marketing

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Identify your target audience
Set your social media goals
Develop a content calendar
Create engaging content
Track and measure your results

Attend a media relations workshop

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Gain practical experience in dealing with the media.

Browse courses on Media Relations

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Find a media relations workshop that fits your needs.
Register for the workshop.
Attend the workshop and participate in the activities.

Connect with seasoned PR executives

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Learn from the experiences of successful PR professionals.

Browse courses on Public Relations

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Identify potential mentors.
Reach out to your potential mentors and introduce yourself.
Set up a time to meet and discuss your career goals.

Develop an external communications plan

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This project will give you the opportunity to apply the principles of external communications to a real-world situation.

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Identify your target audience
Set your communication goals
Develop a message map
Select the right communication channels
Create a budget
Implement your plan
Evaluate your results

Create a PR portfolio

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Showcase your best work in one convenient location.

Browse courses on Public Relations

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Gather your best PR materials.
Create a portfolio website or PDF.
Showcase your portfolio to potential employers and clients.

Help aspiring PR professionals

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Share your knowledge and experience with others to solidify your own understanding.

Browse courses on Public Relations

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Find opportunities to mentor aspiring PR professionals.
Share your knowledge and experience with them.
Provide feedback and support as they progress in their careers.

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.

See salaries and explore the career path for Public relations manager

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.

See salaries and explore the career path for Public Affairs Manager