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Course Description

In today's media environment, where platforms multiply and journalism models constantly shift, success hinges on building authentic relationships with your “Most Valuable Press” people, or MVPs. These key media influencers can amplify your message, but you first need to know how to connect with them effectively.

In this course, you will build meaningful connections with your MVPs by understanding what drives them, what they need, and how they work. Leveraging this information, you’ll craft compelling media pitches that align with your MVPs' preferred topics, styles, and formats. Finally, assuming that the MVPs have picked up your pitch, you’ll curate an interview briefing that delivers your message and meets your MVPs’ needs. This course also features an exclusive interview only for eCornell learners with MaryAlice Parks, a former White House Correspondent at ABC News, who shares insider perspectives on what makes stories compelling for network television and how to build lasting relationships with producers.

Faculty Author

Mark Bayer

Benefits to the Learner

  • Research journalists and key media influencers to find connection points
  • Develop effective media pitches and media responses
  • Prepare for a media interview by writing a press briefing for yourself or your boss

Target Audience

  • Advocacy, nonprofit, and government leaders and professionals
  • Executives and business leaders in industries heavily influenced by public policy
  • Civil servants and elected and appointed officials at the local, state, and federal levels
  • Political candidates for elected office
  • Legislative aides
  • Political candidate recruitment organizations
  • Scientists and engineers at the management and executive levels
  • Consultants
  • Anyone interested in transitioning in their career in PR or a related function

Applies Towards the Following Certificates

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Enroll Now - Select a section to enroll in

Type
2 week
Dates
Oct 28, 2026 to Nov 10, 2026
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Type
2 week
Dates
Jan 20, 2027 to Feb 02, 2027
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Type
2 week
Dates
Apr 14, 2027 to Apr 27, 2027
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Type
2 week
Dates
Jul 07, 2027 to Jul 20, 2027
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Type
2 week
Dates
Sep 29, 2027 to Oct 12, 2027
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Type
2 week
Dates
Dec 22, 2027 to Jan 04, 2028
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
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