Introduction to Public Relations and the Media Specialization

For students who are interested in learning about public relations and branding communication, this specialty is excellent. You'll learn how to manage the reputation of your business using a variety of techniques. You will gain knowledge of the various media outlets, how to interact with journalists, and how to organize strategic communication to benefit your business. Additionally, you will graduate from this specialization with a number of components for your portfolio, such as a list of media contacts, a press release, a pitch, and a crisis communication strategy from Introduction to Public Relations and the Media Specialization.

Learners are exposed to an overview of public relations theories and ideas that are pertinent to practice in this first course. You will research the area, learning about its history, current trends, and strategies for breaking into the field of public relations. This course offers a comprehensive introduction of working in public relations and the practical use of various persuasion principles. Public relations' ethical ramifications are also covered in the course.

In contrast to related disciplines like advertising and marketing, you will learn about branding and the function of public relations in the second semester. You will have an understanding of the media and how to use narrative to your advantage with various channels and gatekeepers. You'll talk about fundamental theories of mass communication and public relations as they relate to managing issues and crises.

Additionally, the final course will show you how to draft a press release, a story pitch, and a list of media contacts—all essential components of "doing" public relations. The narrative of your business can then be conveyed through these collateral pieces. It's crucial that all marketing materials convey a company's objective and basic values and remain "on message." It might be difficult at times to work with journalists and other media professionals, so you'll go through several strategies for establishing these connections. Finally, you will learn about social media influencers and whether collaborating with them is the best strategy for achieving your communication objectives.

A press release, narrative pitch, media contact list, and crisis communication strategy are just a few of the public relations tools that learners will construct. Learners will be guided to develop and perfect the fundamental techniques used every day in public relations practice using the knowledge they have acquired during Introduction to Public Relations and the Media Specialization.

What you will learn

• Recognize the benefits that public relations may provide for your company or brand.
• Apply the principles of public relations theory to your brand as an individual, corporation, or organization.
• Create expert public relations materials for your resume, including press releases, social media posts, and influencer lists.
• For your company or group, manage the reputation of your brand and create a proactive crisis communication plan.

Skill you will gain

• Press Release
• Public Relations
• Branding
• Influencers

Instructor: Erin Willis

Offered by: University of Colorado Boulder

Coursera rating: 4.6/5.0, 190 ratings

Enroll here: https://www.coursera.org/specializations/introduction-to-public-relations-and-the-media