Launch Your Career in Public Relations. Learn strategies and tools to gain mastery in the field of public relations.

4.6

stars

226 ratings

Erin Willis

5,068 already enrolled

Offered By

Introduction to Public Relations and the Media SpecializationUniversity of Colorado Boulder

What you will 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.

Skills you will gain

About this Specialization

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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.

Applied Learning Project

Learners will create tools used in public relations, including a press release, story pitch, media contact list, and crisis communication plan. Knowledge gained throughout each course will guide learners to create and refine the basic tools used every day in public relations practice.

Shareable Certificate

Earn a Certificate upon completion

100% online courses

Start instantly and learn at your own schedule.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

Flexible Schedule

Set and maintain flexible deadlines.

Beginner Level

Approximately 4 months to complete

Suggested pace of 1 hour/week

English

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Shareable Certificate

Earn a Certificate upon completion

100% online courses

Start instantly and learn at your own schedule.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

Flexible Schedule

Set and maintain flexible deadlines.

Beginner Level

Approximately 4 months to complete

Suggested pace of 1 hour/week

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

See how employees at top companies are mastering in-demand skills

Learn more about Coursera for Business

How the Specialization Works

Take Courses

A Coursera Specialization is a series of courses that helps you master a skill. To begin, enroll in the Specialization directly, or review its courses and choose the one you'd like to start with. When you subscribe to a course that is part of a Specialization, you’re automatically subscribed to the full Specialization. It’s okay to complete just one course — you can pause your learning or end your subscription at any time. Visit your learner dashboard to track your course enrollments and your progress.

Hands-on Project

Every Specialization includes a hands-on project. You'll need to successfully finish the project(s) to complete the Specialization and earn your certificate. If the Specialization includes a separate course for the hands-on project, you'll need to finish each of the other courses before you can start it.

Earn a Certificate

When you finish every course and complete the hands-on project, you'll earn a Certificate that you can share with prospective employers and your professional network.

There are 3 Courses in this Specialization

Course1

Course 1

Principles of Public Relations

4.7

stars

230 ratings

In this course, learners are exposed to an overview of public relations principles and theories relevant to practice. You will explore the field, including the origin and trends affecting the future of the industry as well as how to land a job in public relations. This course provides a broad overview of working in public relations and how different tenets of persuasion are used in practice. The course also addresses ethical implications of public relations.

Course2

Course 2

Working with the Media

4.5

stars

20 ratings

Course3

Course 3

The Nuts and Bolts of Public Relations

4.0

stars

11 ratings

In this course, you will learn how to create the necessary collateral related to “doing” public relations, including a press release, story pitch, and media contact list. These collateral materials can then be used to tell your company’s story. It’s important that all collateral stay “on message” and communicate a company's mission and core values. Working with journalists and other media professionals can sometimes be challenging, so we’ll talk through some tricks to building these relationships. Lastly, we’ll talk about social media influencers and if working with influencers is the right tactic for your communication goals.

Instructor

Erin Willis

Associate Professor

College of Media, Communication and Information

9,167 Learners

3 Courses

Offered by

University of Colorado Boulder

Frequently Asked Questions

What is the refund policy?
If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.
Can I just enroll in a single course?
Yes! To get started, click the course card that interests you and enroll. You can enroll and complete the course to earn a shareable certificate, or you can audit it to view the course materials for free. When you subscribe to a course that is part of a Specialization, you’re automatically subscribed to the full Specialization. Visit your learner dashboard to track your progress.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.
Can I take the course for free?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. If you only want to read and view the course content, you can audit the course for free. If you cannot afford the fee, you can apply for financial aid.
Is this course really 100% online? Do I need to attend any classes in person?
This course is completely online, so there’s no need to show up to a classroom in person. You can access your lectures, readings and assignments anytime and anywhere via the web or your mobile device.
What background knowledge is necessary?
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.
Do I need to take the courses in a specific order?
Yes, the courses should be taken in the order in which they are offered. Each course builds on the previous one.
Will I earn university credit for completing the Specialization?
No, this specialization cannot be completed for university credit.
What will I be able to do upon completing the Specialization?
You will be able to practice public relations. If you are looking to switch careers and the communications industry interests you, then this specialization may interest you as a “crash course” in the field and opportunities therein. If you are already a communications professional, this specialization will help you practice the art of public relations and broaden your reach.

More questions? Visit the Learner Help Center.

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Introduction to Public Relations and the Media Specialization

What you will learn

Skills you will gain

About this Specialization

Applied Learning Project