Working with the Media

Working with the Media

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

Instructor: Erin Willis

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

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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

6 videosTotal 32 minutes

Introduction to Working with Media3 minutesPreview module
Week 1 Introduction1 minute
What is a brand?9 minutes
Mission and Core Values6 minutes
“On Brand” Storytelling7 minutes
Your Personal Brand2 minutes

2 readingsTotal 20 minutes

Company Vision10 minutes
The Power of Storytelling in PR10 minutes

1 assignmentTotal 30 minutes

Branding in PR30 minutes

2 discussion promptsTotal 20 minutes

Introduce Yourself10 minutes
Organizational Mission and Core Values10 minutes

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

4 videosTotal 24 minutes

Introduction to Week 21 minutePreview module
Stay in your lane!7 minutes
PR’s Role in Branding10 minutes
Storytelling in PR5 minutes

2 readingsTotal 20 minutes

Branding And Public Relations: The Invisible Investments10 minutes
Marketing, Branding, PR, Advertising ... Oh, My!10 minutes

1 assignmentTotal 30 minutes

PR's Use of Storytelling30 minutes

2 discussion promptsTotal 20 minutes

PR vs. Other Fields10 minutes
Your Personal Brand10 minutes

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.