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University of Colorado Boulder - Working with the Media 

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Working with the Media
 at 
Coursera 
Overview

Duration

8 hours

Start from

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Total fee

Free

Mode of learning

Online

Difficulty level

Beginner

Official Website

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Credential

Certificate

Working with the Media
 at 
Coursera 
Highlights

  • Flexible deadlines Reset deadlines in accordance to your schedule.
  • Shareable Certificate Earn a Certificate upon completion
  • 100% online Start instantly and learn at your own schedule.
  • Course 2 of 3 in the Introduction to Public Relations and the Media Specialization Beginner Level No previous background knowledge is required.
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Working with the Media
 at 
Coursera 
Course details

More about this course
  • 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
 at 
Coursera 
Curriculum

Organizational Mission and Core Values

Introduction to Working with Media

Week 1 Introduction

What is a brand?

Mission and Core Values

?On Brand? Storytelling

Your Personal Brand

Company Vision

The Power of Storytelling in PR

Branding in PR

PR?s Role in Branding

Introduction to Week 2

Stay in your lane!

PR?s Role in Branding

Storytelling in PR

Branding And Public Relations: The Invisible Investments

Marketing, Branding, PR, Advertising ... Oh, My!

PR's Use of Storytelling

Issue and Crisis Management

Introduction to Week 3

Issue vs. Crisis

Stages of a Crisis

Writing a Crisis Communication Plan

Post-Crisis Plan

Gatekeeping in Public Relations

Introduction to Week 4

How News Works

Mass Media Theory

Connecting to the Right Audience

Helpful Tools for Media Relations

Media Theories

The Art of the Press Release

Introduction to Week 5

Working with Journalists

Building Media Lists

Press Release Basics

Writing the Pitch

Pitching News

Press Release

Working with the Media
 at 
Coursera 
Admission Process

    Important Dates

    May 25, 2024
    Course Commencement Date

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