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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/working-with-the-media
课程评论：没有评论
课程名称：与媒体合作 课程概述：在本课程中，您将学习品牌建设及公共关系的角色，与广告和市场营销等相关领域的区别。您将了解媒体以及如何通过不同的渠道和把关人运用讲故事的技巧。此外，课程将讨论基础的大众传播和公共关系理论，涉及问题与危机管理。 课程大纲： 1. 组织使命与核心价值 - 描述：在这一模块中，您将学习组织的使命与核心价值在品牌建设和公共关系故事讲述中的重要性。 2. 公共关系在品牌建设中的角色 - 描述：在这一模块中，您将了解公共关系与新闻、广告和市场营销等其他领域之间的相似与不同之处。您还将理解公共关系如何与相关领域共同参与品牌塑造的过程。 3. 问题与危机管理 - 描述：在这一模块中，您将学习问题与危机情境之间的区别，包括对公司声誉的风险与回报。您还将掌握危机沟通和声誉管理的基本知识。 4. 公共关系中的把关过程 - 描述：在这一模块中，您将了解不同形式的媒体以及把关过程如何运作。您还将接触到媒体理论的基础知识，足以应对相关挑战。 5. 新闻稿的艺术 - 描述：在这一模块中，您将学习如何与记者合作，并建立特定于您组织沟通目标的媒体联系人列表。您将理解新闻稿和提案过程的基本知识，并实践撰写自己的新闻稿。 通过本课程，您将增强对公共关系和媒体互动的理解，提升在品牌管理和危机应对中的能力。
Name:Organizational Mission and Core Values
Description:In this module, you will learn the importance of an organization’s mission and core values in branding and in public relations storytelling.
Name:PR’s Role in Branding
Description: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.
Name:Issue and Crisis Management
Description: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.
Name:Gatekeeping in Public Relations
Description: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!
Name:The Art of the Press Release
Description:In this module, you will learn how to work with journalists and build a media contact list specific to your organization’s communication goals. You will understand the basics of the press release and pitch process, and practice writing your own.
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.
