Working with the Media (Coursera)

What You Will 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.

Course 2 of 3 in the Introduction to Public Relations and the Media Specialization

Syllabus

WEEK 1
Organizational Mission and Core Values
In this module, you will learn the importance of an organization’s mission and core values in branding and in public relations storytelling.

WEEK 2
PR’s Role in Branding
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.

WEEK 3
Issue and Crisis Management
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.

WEEK 4
Gatekeeping in Public Relations
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!

WEEK 5
The Art of the Press Release
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.