Introduction to Public Relations and the Media

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.

This course builds on foundational public relations concepts by examining how organizations communicate with media and external audiences in complex communication environments. You'll explore the role of public relations in branding and storytelling, with particular attention to how organizational mission and core values guide message development across traditional and digital media. Foundational mass communication and public relations theories will be discussed in terms of issue and crisis management.