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Erin Willis
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.
Register for this course and see more details by visiting:
OpenCourser.com/course/wz37ii/working
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What's inside
Syllabus
Organizational Mission and Core Values
In this module, you will learn the importance of an organization’s mission and core values in branding and in public relations storytelling.
Read more
Syllabus
Organizational Mission and Core Values
In this module, you will learn the importance of an organization’s mission and core values in branding and in public relations storytelling.
Read more
Traffic lights
Traffic lights
Read about what's good
what should give you pause and
possible dealbreakers
Introduces learners to public relations as opposed to adjacent fields like advertising and marketing
Taught by Erin Willis, who are recognized as experts in their field of public relations
Examines public relations through the lens of branding
Covers foundational mass communication and public relations theories
Helps learners understand the role of storytelling in public relations
Develops core skills in media relations and crisis management
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Reviews summary
Foundational media relations and pr
According to learners, "Working with the Media" is a largely positive and foundational course, highly praised for its practical relevance to public relations and media strategy. Students particularly commend the engaging instructor whose expertise makes complex topics accessible through real-world examples. The course is ideal for beginners and communication professionals seeking an introduction or a refresher in the field, with modules on crisis management, gatekeeping, and press release writing frequently highlighted as strong points. While most find it valuable, some experienced learners wished for more in-depth case studies and a greater balance of practical application over theoretical discussion, suggesting it's best suited as a starting point for those new to the field.
Crisis management and press release modules are often highlighted.
"The module on crisis management was incredibly relevant and practical."
"I found the sections on 'Gatekeeping' and 'The Art of the Press Release' very insightful."
"The press release writing practice was a great addition."
"I learned so much about preparing for and managing media crises."
The instructor's expertise and passion make learning accessible.
"The instructor was engaging and provided many real-world examples that made the concepts easy to grasp."
"Excellent course! ...The instructor's expertise shines through, and the content is well-organized."
"Absolutely brilliant! The instructor is an expert and makes complex topics accessible."
"The instructor explains concepts clearly, and the real-world examples were a big plus."
Excellent for those new to PR, less so for experienced professionals.
"Highly recommend for anyone looking to enter the PR field."
"This course is perfect for communication professionals."
"I found this course somewhat basic. As someone with prior experience in marketing, much of the initial content felt like a review... better for complete beginners."
"I recommend it to anyone starting out in PR."
Offers actionable strategies and real-world applicability.
"The module on crisis management was incredibly relevant and practical."
"It really clarified the role of PR in branding and provided actionable strategies for media engagement."
"The course is incredibly practical, especially the modules on crisis communication and crafting effective press releases."
"I gained valuable insights."
Theoretical parts sometimes lacked depth; more hands-on desired.
"The course covers essential topics, but I felt some of the theoretical parts were a bit dry."
"While the crisis management module was good, I expected more in-depth case studies."
"I wished for more hands-on exercises beyond just the press release."
"Some of the content could be more engaging, and the theoretical parts could be balanced with more practical applications throughout..."
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 Working with the Media with these
activities:
Join a study group
Show steps
Engage with other students and discuss course material.
Show steps
-
Find a study group that meets regularly.
-
Attend study group meetings and participate in discussions.
-
Work with your study group to complete assignments and prepare for exams.
Find a mentor in the public relations field
Show steps
Connect with an experienced professional who can provide guidance.
Show steps
-
Attend industry events and meet people who work in public relations.
-
Reach out to people you know and ask if they know anyone who works in public relations.
-
Contact public relations agencies and ask if they offer mentorship programs.
Read "Public Relations: Theory and Practice" by Fraser P. Seitel
Show steps
Gain a comprehensive understanding of public relations theory and practice.
Show steps
-
Read the book and take notes on the key concepts.
-
Complete the exercises and discussion questions at the end of each chapter.
-
Write a summary of the book and discuss its implications for your own public relations practice.
Two other activities
Expand to see all activities and additional details
Show all five activities
Attend a public relations workshop
Show steps
Expand your knowledge and skills by attending a workshop led by public relations experts.
Show steps
-
Find a public relations workshop that is relevant to your interests.
-
Register for the workshop and attend all of the sessions.
-
Take notes and ask questions during the workshop.
Volunteer for a public relations organization
Show steps
Gain hands-on experience and build your network.
Show steps
-
Find a public relations organization that you are interested in volunteering for.
-
Contact the organization and ask about volunteer opportunities.
-
Volunteer for a variety of tasks, such as writing press releases, managing social media, or planning events.
Join a study group
Show steps
Engage with other students and discuss course material.
Show steps
Show steps
Show steps
- Find a study group that meets regularly.
- Attend study group meetings and participate in discussions.
- Work with your study group to complete assignments and prepare for exams.
Find a mentor in the public relations field
Show steps
Connect with an experienced professional who can provide guidance.
Show steps
Show steps
Show steps
- Attend industry events and meet people who work in public relations.
- Reach out to people you know and ask if they know anyone who works in public relations.
- Contact public relations agencies and ask if they offer mentorship programs.
Read "Public Relations: Theory and Practice" by Fraser P. Seitel
Show steps
Gain a comprehensive understanding of public relations theory and practice.
Show steps
Show steps
Show steps
- Read the book and take notes on the key concepts.
- Complete the exercises and discussion questions at the end of each chapter.
- Write a summary of the book and discuss its implications for your own public relations practice.
Two other activities
Expand to see all activities and additional details
Show all five activities
Attend a public relations workshop
Show steps
Expand your knowledge and skills by attending a workshop led by public relations experts.
Show steps
Show steps
Show steps
- Find a public relations workshop that is relevant to your interests.
- Register for the workshop and attend all of the sessions.
- Take notes and ask questions during the workshop.
Volunteer for a public relations organization
Show steps
Gain hands-on experience and build your network.
Show steps
Show steps
Show steps
- Find a public relations organization that you are interested in volunteering for.
- Contact the organization and ask about volunteer opportunities.
- Volunteer for a variety of tasks, such as writing press releases, managing social media, or planning events.
Career center
Learners who complete Working with the Media will develop knowledge and skills
that may be useful to these careers:
Media Relations Manager
Media Relations Manager
A Media Relations Manager is responsible for managing relationships with the media. This may include working with journalists, bloggers, and other media outlets to promote an organization's message or to manage its reputation. The Working with the Media course can help prepare for this role by providing students with a foundation in public relations, media theory, and crisis communication.
Public Relations Specialist
Public Relations Specialist
A Public Relations Specialist is responsible for developing and executing public relations campaigns. This may include writing press releases, pitching stories to journalists, and managing social media accounts. The Working with the Media course can help prepare for this role by providing students with a foundation in public relations, media theory, and crisis communication.
Communications Manager
Communications Manager
A Communications Manager is responsible for overseeing all aspects of an organization's communications. This may include public relations, media relations, marketing, and social media. The Working with the Media course can help prepare for this role by providing students with a foundation in all of these areas.
Marketing Manager
Marketing Manager
A Marketing Manager is responsible for developing and executing marketing campaigns. This may include developing brand strategy, creating marketing materials, and managing social media accounts. The Working with the Media course can help prepare for this role by providing students with a foundation in marketing and media theory.
Social Media Manager
Social Media Manager
A Social Media Manager is responsible for managing an organization's social media accounts. This may include creating content, scheduling posts, and engaging with followers. The Working with the Media course can help prepare for this role by providing students with a foundation in social media theory and practice.
Journalist
Journalist
A Journalist is responsible for reporting on news events and writing articles. This may include interviewing sources, conducting research, and writing news stories. The Working with the Media course can help prepare for this role by providing students with a foundation in journalism and media theory.
Public Relations Consultant
Public Relations Consultant
A Public Relations Consultant provides public relations services to clients. This may include developing and executing public relations campaigns, managing media relations, and providing crisis communication support. The Working with the Media course can help prepare for this role by providing students with a foundation in public relations, media theory, and crisis communication.
Media Planner
Media Planner
A Media Planner is responsible for developing and executing media plans. This may include selecting media outlets, negotiating rates, and tracking campaign performance. The Working with the Media course can help prepare for this role by providing students with a foundation in media theory and planning.
Event Planner
Event Planner
An Event Planner is responsible for planning and executing events. This may include selecting venues, booking vendors, and managing logistics. The Working with the Media course may be useful for this role by providing students with a foundation in event planning and media relations.
Advertising Account Executive
Advertising Account Executive
An Advertising Account Executive is responsible for managing relationships with advertising clients. This may include developing and executing advertising campaigns, managing budgets, and tracking campaign performance. The Working with the Media course may be useful for this role by providing students with a foundation in advertising and media theory.
Marketing Communications Specialist
Marketing Communications Specialist
A Marketing Communications Specialist is responsible for developing and executing marketing communications campaigns. This may include creating content, managing social media accounts, and writing press releases. The Working with the Media course may be useful for this role by providing students with a foundation in marketing communications and media theory.
Media Buyer
Media Buyer
A Media Buyer is responsible for purchasing advertising space and time. This may include negotiating rates, placing ads, and tracking campaign performance. The Working with the Media course may be useful for this role by providing students with a foundation in media theory and planning.
Public Information Officer
Public Information Officer
A Public Information Officer is responsible for providing information to the public about an organization or government agency. This may include writing press releases, managing media relations, and responding to public inquiries. The Working with the Media course may be useful for this role by providing students with a foundation in public relations and media theory.
Speechwriter
Speechwriter
A Speechwriter is responsible for writing speeches for public figures. This may include researching topics, drafting speeches, and editing speeches for delivery. The Working with the Media course may be useful for this role by providing students with a foundation in public speaking and media theory.
Writer
Writer
A Writer is responsible for writing content for a variety of purposes. This may include writing articles, blog posts, website content, and marketing materials. The Working with the Media course may be useful for this role by providing students with a foundation in writing and media theory.
For more career information including salaries, visit:
OpenCourser.com/course/wz37ii/working
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
Working with the Media.
Provides a collection of case studies on crisis communication. It valuable resource for students and professionals in the field of public relations.
Provides a question and answer guide to public relations, with a focus on its role in organizations, communication, and media. It valuable resource for students and practitioners alike.
Provides a basic overview of public relations, with a focus on its role in organizations, communication, and media. It valuable resource for students and practitioners alike.
Provides a comprehensive overview of the field of public relations, including history, theory, and practice. It valuable resource for students and professionals in the field of public relations.
Provides a theoretical and practical overview of public relations, with a focus on its role in organizations, communication, and media. It valuable resource for students and practitioners alike.
Provides a practical guide to using social media for public relations. It valuable resource for students and professionals in the field of public relations.
Provides a comprehensive overview of public relations theory and practice. It valuable resource for students and professionals in the field of public relations.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/wz37ii/working
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Level
Introductory
Via
Coursera
Institution
University of Colorado Boulder
Instructor
Erin Willis
Language
English
Transcripts
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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
- Working with the Media (viewing)
- Principles of Public Relations
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