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The Nuts and Bolts of Public Relations

University of Colorado Boulder via Coursera

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Details

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Provider

Coursera
Pricing

Paid Course
Languages

English
Certificate

Certificate Available
Effort

3 weeks, 2 hours a week
Sessions

Self-Paced
Level

Beginner
Subtitles

English, Arabic, French, Portuguese, German, Thai, Indonesian, Spanish, Kazakh, Hindi, Russian, Swedish, Korean, Greek, Italian, Chinese, Ukrainian, Japanese, Polish, Dutch, Turkish, Vietnamese

Found in

Part of

Introduction to Public Relations and the Media

Overview

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In this course, you will learn how to create the necessary collateral related to “doing” public relations, including writing a press release, story pitch, and putting together a media contact list. These collateral materials can then be used to tell your company’s story. It’s important that all collateral stay “on message” and communicate the company's mission and core values. Working with journalists and other media professionals can sometimes be challenging, so you'll discover some tricks to building these relationships. Working with social media influencers and if it is the right tactic for your communication goals is also discussed.

Syllabus

Foundations of PR Writing and Messaging
- This module introduces the core principles of public relations writing and message design. Learners understand how tone, clarity, and audience expectations shape communication, and how messages must be adapted across platforms and formats.
Social Media Influencers
- This module examines social media influencers as key actors within public relations practice. Learners explore influencer partnerships, including paid and earned media, and understand the importance of disclosures and ethical practice.
Let the Brand Mission Lead the Way
- This module focuses on mission-driven communication as a guiding principle for public relations decision-making. Learners understand how organizational values inform messaging choices and strategic alignment across campaigns. This module also addresses cross-functional collaboration and practical tools for maintaining consistency and preventing mission drift.