Working with the Media

About this course

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.

What you will learn

• Explain how organizational mission and core values inform public relations across traditional and digital media environments.
• Understand the role of public relations in branding and storytelling, including its relationship to advertising and marketing.
• Understand how organizations prepare for, respond to, and recover from reputational threats.
• Demonstrate foundational media relations competencies, including writing press releases, pitches, and using Associated Press style.