480.656 Pitches, Press Releases, and Messages

This course helps communication professionals to better understand and execute three particular public relations skills and how they work together. It's critical to know how to best pitch and present “news” to prospective media outlets. Pitching a story needs to move reporters to cover an issue or organization instead of competitors. Creating a media-rich press release is the emerging expectation. Students learn how and why it is best to incorporate multimedia, digital files, photos, video, and web links into press offerings and news releases. Developing a memorable message that connects and moves people to action is a critical challenge. Students learn various methods of creating messages such as “message mapping” technique, adding emotional elements, using frames and SWOT.

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