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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课程信息
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第 2 门课程（共 3 门）
初级
No previous background knowledge is required.
完成时间大约为8 小时
英语（English）
字幕：英语（English）
您将学到的内容有
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.
您将获得的技能
- Press Release
- Public Relations
- Branding
- Influencers
可灵活调整截止日期
根据您的日程表重置截止日期。
可分享的证书
完成后获得证书
100% 在线
立即开始，按照自己的计划学习。
第 2 门课程（共 3 门）
初级
No previous background knowledge is required.
完成时间大约为8 小时
英语（English）
字幕：英语（English）
提供方
科罗拉多大学波德分校
CU-Boulder is a dynamic community of scholars and learners on one of the most spectacular college campuses in the country. As one of 34 U.S. public institutions in the prestigious Association of American Universities (AAU), we have a proud tradition of academic excellence, with five Nobel laureates and more than 50 members of prestigious academic academies.
授课大纲 - 您将从这门课程中学到什么
完成时间为 2 小时
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.
完成时间为 2 小时
6 个视频 （总计 32 分钟）, 2 个阅读材料, 1 个测验
完成时间为 2 小时
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.
完成时间为 2 小时
4 个视频 （总计 24 分钟）, 2 个阅读材料, 1 个测验
完成时间为 2 小时
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.
完成时间为 2 小时
5 个视频 （总计 31 分钟）
完成时间为 1 小时
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!
完成时间为 1 小时
5 个视频 （总计 27 分钟）
关于 Introduction to Public Relations and the Media 专项课程
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.
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