Working with the Media

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.

• Explain how organizational mission and core values guide public relations across media environments
• Understand the role of public relations in branding and storytelling related to advertising and marketing
• Understand organizational preparation, response, and recovery from reputational threats
• Demonstrate foundational media relations skills including press release writing and AP style usage