This specialization is ideal for learners interested in how to practice public relations and branding communication. You will learn how to use different tools to manage your company’s reputation. You will learn about different forms of media, how to work with journalists, and how to plan strategic communication to enhance your company. And you will emerge from this specialization with several portfolio pieces, including a media contact list, press release, pitch, and crisis communication plan.
Introduction to Public Relations and the Media Specialization
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Introduction to Public Relations and the Media Specialization
Launch Your Career in Public Relations. Learn strategies and tools to gain mastery in the field of public relations.
Instructor: Erin Willis
15,339 already enrolled
Included with 
Get in-depth knowledge of a subject
4.6
(597 reviews)
Beginner level
Recommended experience
1 month at 10 hours a week
Flexible schedule
Earn a career credential
Share your expertise with employers
Get in-depth knowledge of a subject
4.6
(597 reviews)
Beginner level
Recommended experience
1 month at 10 hours a week
Flexible schedule
Earn a career credential
Share your expertise with employers
What you'll learn
Understand what public relations is and the value it brings to your brand or organization.
Apply tenets of public relations theory to your business or organization or to your own personal brand.
Produce professional public relations materials such as press releases, social media content, and influencer lists for your professional portfolio.
Manage your brand’s reputation and prepare a proactive crisis communication plan for your business or organization.
Overview
Skills you'll gain
- Professional Networking
- Social Media
- Branding
- Brand Management
- Media and Communications
- Storytelling
- Corporate Communications
- Writing
- Marketing Communications
- Brand Strategy
- Communication Strategies
- Crisis Management
- Press Releases
- Corporate Sustainability
- Marketing and Public Relations
- Media Relations
- Strategic Communication
- Persuasive Communication
- Business Ethics
- Public Relations
What’s included
Shareable certificate
Add to your LinkedIn profile
Taught in English
8 practice exercises
Advance your subject-matter expertise
- Learn in-demand skills from university and industry experts
- Master a subject or tool with hands-on projects
- Develop a deep understanding of key concepts
- Earn a career certificate from University of Colorado Boulder
Specialization - 3 course series
What you'll learn
Define and describe the practice of public relations and how it differs from related fields like advertising and marketing.
Understand how mass media works and how news is produced, and where public relations fits into the process.
Identify target audiences and the objectives for persuasive communication.
Create public relations tools for practice, and understand how to implement them into daily use.
Skills you'll gain
Category: Public Relations
Category: Strategic Communication
Category: Corporate Sustainability
Category: Stakeholder Engagement
Category: Research
Category: Branding
Category: Corporate Communications
Category: Professional Networking
Category: Brand Management
Category: Communication Strategies
Category: Persuasive Communication
Category: Marketing and Public Relations
Category: Media Relations
Category: Business Ethics
What you'll learn
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.
Skills you'll gain
Category: Storytelling
Category: Media Relations
Category: Public Relations
Category: Strategic Communication
Category: Branding
Category: Press Releases
Category: Marketing and Public Relations
Category: Communication Strategies
Category: Crisis Management
Category: Media and Communications
Category: Brand Management
Category: Corporate Communications
What you'll learn
Understand the components of the press release and be able to execute your own.
Understand strategy in media relations.
Identify social media influencers that align with your brand or organization.
Skills you'll gain
Category: Social Media
Category: Writing
Category: Marketing Communications
Category: Public Relations
Category: Brand Strategy
Category: Media Relations
Category: Branding
Category: Strategic Communication
Category: Press Releases
Category: Storytelling
Earn a career certificate
Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.
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Frequently asked questions
No special background knowledge is required. This course jumps headfirst into public relations and explains the necessary concepts. You should be interested in media and an avid news consumer to be a student of public relations.
Yes, the courses should be taken in the order in which they are offered. Each course builds on the previous one.
No, this specialization cannot be completed for university credit.
More questions
Financial aid available,