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Working with the Media
  • Level Foundation
  • Duration 8 hours
  • Course by University of Colorado Boulder
  • Offered by

About

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.

Modules

Brand Mission and Values

    • 6 Videos
    • 2 Readings
    • 2 Discussion
    • 1 Assignment
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1 Assignment

  • Branding in PR

2 Discussions

  • Introduce Yourself
  • Organizational Mission and Core Values

6 Videos

  • Introduction to Working with Media
  • Week 1 Introduction
  • What is a brand?
  • Mission and Core Values
  • “On Brand” Storytelling
  • Your Personal Brand

2 Readings

  • Company Vision
  • The Power of Storytelling in PR

Branding and Public Relations

    • 4 Videos
    • 2 Readings
    • 2 Discussion
    • 1 Assignment
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1 Assignment

  • PR's Use of Storytelling

2 Discussions

  • PR vs. Other Fields
  • Your Personal Brand

4 Videos

  • Introduction to Week 2
  • Stay in your lane!
  • PR’s Role in Branding
  • Storytelling in PR

2 Readings

  • Branding And Public Relations: The Invisible Investments
  • Marketing, Branding, PR, Advertising ... Oh, My!

Identifying Issues Before Crisis

    • 5 Videos
    • 1 Discussion
    • 1 PeerReview
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1 Peer Review

  • Crisis Preparedness

1 Discussions

  • Issue vs. Crisis

5 Videos

  • Introduction to Week 3
  • Issue vs. Crisis
  • Stages of a Crisis
  • Writing a Crisis Communication Plan
  • Post-Crisis Plan

Writing to Reach Audiences

    • 5 Videos
    • 1 Discussion
    • 1 Assignment
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1 Assignment

  • Media Theories

1 Discussions

  • Framing and Public Relations

5 Videos

  • Introduction to Week 4
  • How News Works
  • Mass Media Theory
  • Connecting to the Right Audience
  • Helpful Tools for Media Relations

Writing a Press Release

    • 6 Videos
    • 1 Discussion
    • 1 PeerReview
    • 1 Assignment
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1 Assignment

  • Press Release

1 Peer Review

  • Media Contact List

1 Discussions

  • Practicing Pitching News

6 Videos

  • Introduction to Week 5
  • Working with Journalists
  • Building Media Lists
  • Press Release Basics
  • Writing the Pitch
  • Pitching News

Auto Summary

"Working with the Media" is a foundational course in Sales & Marketing offered by Coursera. It explores branding, public relations, and their distinctions from advertising and marketing. Learners will gain insights into media engagement, storytelling, and managing issues and crises. Ideal for beginners, the course spans 480 minutes and is available with a Starter subscription.

Erin Willis
Instructor

Erin Willis