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This course is part of Introduction to Public Relations and the Media Specialization
Instructor: Erin Willis
7,679 already enrolled
Included with
(76 reviews)
Recommended experience
Beginner level
No previous background knowledge is required.
(76 reviews)
Recommended experience
Beginner level
No previous background knowledge is required.
Identify organizational mission and core values.
Understand how public relations contributes to the branding process.
Define mass media theory and its application to PR practice.
Analyze mass media and understand PR messaging strategy.
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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.
In this module, you will learn the importance of an organization’s mission and core values in branding and in public relations storytelling.
6 videos2 readings1 assignment2 discussion prompts
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.
4 videos2 readings1 assignment2 discussion prompts
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.
5 videos1 peer review1 discussion prompt
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!
5 videos1 assignment1 discussion prompt
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.
6 videos1 assignment1 peer review1 discussion prompt
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CU Boulder is a dynamic community of scholars and learners on one of the most spectacular college campuses in the country. As one of 34 U.S. public institutions in the prestigious Association of American Universities (AAU), we have a proud tradition of academic excellence, with five Nobel laureates and more than 50 members of prestigious academic academies.
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76 reviews
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Reviewed on Oct 17, 2023
It is a good and important course for those who are in the field of Public Relations.
Reviewed on Nov 26, 2023
An excellent course to learn about working with journalists and managing crises from a public relations perspective.
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