Working with the Media from Coursera

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.

PR’s Role in Branding

In this module, you will learn about the similarities and differences between public relations and other fields like journalism, advertising, and marketing. You will also understand how public relations works with the related fields in the process of branding.

Issue and Crisis Management

In this module, you will learn the difference between an issue and a crisis situation, including the risk and reward to company reputation. You will also learn the basics of crisis communication and reputation management.

Gatekeeping in Public Relations

In this module, you will learn about different forms of media and how the gatekeeping process works. You will also be introduced to media theory–just enough to be dangerous!

The Art of the Press Release

In this module, you will learn how to work with journalists and build a media contact list specific to your organization’s communication goals. You will understand the basics of the press release and pitch process, and practice writing your own.

Good to know

Know what's good

, what to watch for

, 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

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

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Engage with other students and discuss course material.

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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

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Connect with an experienced professional who can provide guidance.

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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

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Gain a comprehensive understanding of public relations theory and practice.

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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

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Attend a public relations workshop

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Expand your knowledge and skills by attending a workshop led by public relations experts.

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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

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Gain hands-on experience and build your network.

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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:

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.

See salaries and explore the career path for Communications Manager

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.

See salaries and explore the career path for Public Relations Specialist

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.

See salaries and explore the career path for Media Relations 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.

See salaries and explore the career path for Social Media 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.

See salaries and explore the career path for Marketing Manager

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.

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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.

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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.

See salaries and explore the career path for Public Relations Consultant

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.

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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.

See salaries and explore the career path for Marketing Communications Specialist

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.

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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.

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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.

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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.

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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.

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Working with the Media

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