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
7,250 already enrolled
Included with 
Gain insight into a topic and learn the fundamentals.
4.5
(65 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
See how employees at top companies are mastering in-demand skills
Build your subject-matter expertise
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.
- Learn new concepts from industry experts
- Gain a foundational understanding of a subject or tool
- Develop job-relevant skills with hands-on projects
- Earn a shareable career certificate
Earn a career certificate
Add this credential to your LinkedIn profile, resume, or CV
Share it on social media and in your performance review
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
Coursera Instructor Network
Microsoft
Yale University
Why people choose Coursera for their career
Felipe M.
Learner since 2018
"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."
Jennifer J.
Learner since 2020
"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."
Larry W.
Learner since 2021
"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."
Chaitanya A.
"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."
Learner reviews
4.5
65 reviews
- 5 stars
72.30%
- 4 stars
15.38%
- 3 stars
7.69%
- 2 stars
3.07%
- 1 star
1.53%
Showing 3 of 65
CA
5
Reviewed on Nov 26, 2023
An excellent course to learn about working with journalists and managing crises from a public relations perspective.
YM
5
Reviewed on Oct 17, 2023
It is a good and important course for those who are in the field of Public Relations.
New to Marketing? Start here.
Open new doors with Coursera Plus
Unlimited access to 10,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription
Advance your career with an online degree
Earn a degree from world-class universities - 100% online
Join over 3,400 global companies that choose Coursera for Business
Upskill your employees to excel in the digital economy
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:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.