Narrative control, press outreach, thought leadership, and the mechanics of getting coverage that compounds.
Earned media is the highest-credibility distribution channel — coverage from a respected journalist carries trust that ads can never buy. This course covers how press works, story angles, media outreach mechanics, press releases, thought leadership, launch PR, crisis communications, analyst and influencer relations, measurement, and ends with a full PR sprint for a real product launch.
Built by Lakshya Kumar
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I am learning PR and communications — how press works, story angles, media outreach, press releases, thought leadership, launch PR, crisis communications, analyst relations, and PR measurement. Help me understand what makes a story newsworthy and how to pitch it effectively.
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Sign in to applyComplete all modules, then submit the required number of capstone projects. Each must earn a passing rating from an admin reviewer.
Produce a complete PR package for a real or hypothetical product launch: media landscape map (10 outlets, 5 journalists with beat analysis), story angle selection and validation (2 angles tested with journalist-reaction logic), 150-word pitch email, 400-word press release (inverted pyramid, non-filler executive quote), media list with 15 targeted journalists and personalization notes, distribution plan (embargo vs. open decision with rationale), and 30-day PR measurement framework with baselines.
Author and run a crisis-communications tabletop exercise: scenario (data breach, exec misconduct, product failure), roles (CEO, comms lead, legal), timeline, decision points. Produce the exercise document and the post-mortem after running it.
Design a 90-day thought-leadership program for one executive: positioning angle, 12 content pieces (op-eds, podcasts, talks, social), distribution plan. Execute at least the first piece; produce the runbook for the rest.
Build an AR strategy: target analyst list (Gartner, Forrester, IDC), briefing materials, cadence, success metrics. Schedule at least 1 briefing; produce the briefing deck. Document how AR fits into the broader category-defining narrative.
Build a template library: funding announcement, product launch, customer win, partnership, executive hire. Each includes structure, sample copy, distribution checklist, and embargo workflow. Produce 5 real or near-real announcements as worked examples.
The tool used to find journalist source requests — used in Module 3.