Working with the Media

Overview

This course builds on foundational public relations concepts by examining how organizations communicate with media and external audiences in complex communication environments. Learners 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.

Syllabus

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.

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.

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.

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!

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.