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.
Working with the Media
Working with the Media
This course is part of Introduction to Public Relations and the Media Specialization
Instructor: Erin Willis
6,958 already enrolled
Included with 
Gain insight into a topic and learn the fundamentals.
4.5
(60 reviews)
Beginner level
Recommended experience
8 hours to complete
3 weeks at 2 hours a week
Flexible schedule
Learn at your own pace
What you'll learn
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.
Skills you'll gain
Details to know
Shareable certificate
Add to your LinkedIn profile
Assessments
4 assignments
Taught in English
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This course is part of the Introduction to Public Relations and the Media Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
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There are 5 modules in this course
In this module, you will learn the importance of an organization’s mission and core values in branding and in public relations storytelling.
What's included
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.
What's included
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.
What's included
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!
What's included
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.
What's included
6 videos1 assignment1 peer review1 discussion prompt
Instructor
Instructor ratings
4.6 (23 ratings)Offered by
Recommended if you're interested in Marketing
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Frequently asked questions
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
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