The Nuts and Bolts of Public Relations

The Nuts and Bolts of Public Relations

This course is part of Introduction to Public Relations and the Media Specialization

Instructor: Erin Willis

What you'll learn

Understand the components of the press release and be able to execute your own.
Understand strategy in media relations.
Identify social media influencers that align with your brand or organization.

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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 4 modules in this course

In this course, you will learn how to create the necessary collateral related to “doing” public relations, including a press release, story pitch, and media contact list. These collateral materials can then be used to tell your company’s story. It’s important that all collateral stay “on message” and communicate a company's mission and core values. Working with journalists and other media professionals can sometimes be challenging, so we’ll talk through some tricks to building these relationships. Lastly, we’ll talk about social media influencers and if working with influencers is the right tactic for your communication goals.

In this module, you will learn how to identify “news” within your organization and write a press release to gain media attention and publicity.

What's included

6 videos1 reading1 peer review2 discussion prompts

6 videosTotal 34 minutes

Introduction to the Nuts and Bolts of PR1 minutePreview module
Introduction to Week 12 minutes
Inverted Pyramid9 minutes
Writing the Press Release8 minutes
Associated Press Style2 minutes
What is news?10 minutes

1 readingTotal 10 minutes

The Inverted Pyramid Structure10 minutes

1 peer reviewTotal 60 minutes

First Draft of Press Release60 minutes

2 discussion promptsTotal 20 minutes

Introduce Yourself10 minutes
Assessment of Press Release10 minutes

In this module, you will learn how to formulate a pitch to share with journalists that will ensure your story makes headlines. You will practice writing a pitch and accompanying press release.

What's included

4 videos1 peer review

In this module, you will learn how messaging should always ladder up to an organization’s mission and core values, and how different media require different messaging strategies.

What's included

4 videos1 discussion prompt

In this module, you will learn about social media influencers and their return on influence. You will understand why influencers are valuable to communication plans, and the different types of influencers, and how to choose one that aligns with your organization’s goals.