Working with the Media
Updated on
Course overview
- Provider
- Coursera
- Course type
- Free online course
- Level
- Beginner
- Deadline
- Flexible
- Duration
- 8 hours
- Certificate
- Paid Certificate Available
- Course author
- Erin Willis
-
Identify organizational mission and core values.
Understand how public relations contributes to the branding process.
Define mass media theory and its application to PR practice.
Analyze mass media and understand PR messaging strategy.
Description
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.
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