How It Works

2 CEUs, equivalent to 20 Contact Hours/PDUs
Learn to expertly and ethically tell your story in a contemporary way that attracts media attention. You’ll get hands-on experience creating messages in various formats—press releases, social media posts, sound bites, and live interviews. Students should leave more confident speaking with the media, writing newsworthy content, and catering to journalist motivation.
Start Date:
November 9, 2020
4 weeks


Kristen Pedersen, PhD

Kristen Pedersen, PhD, holds a Bachelor of Arts in Media Communication and a Master of Arts in Communication, both from the University of South Alabama, as well as a Doctor of Philosophy in Public Communication from Bournemouth University in Poole, England. In addition to being the Director of Continuing and Professional Education for Norwich, she teaches university online coursework in communication, leadership, and public relations. A veteran of the U.S. Coast Guard, Pedersen has a deep personal connection to the military and an affinity for designing programs and courses specifically for cadets, active duty and veteran students.


Media Relations
News agencies receive hundreds of story pitches each day, so it’s difficult to stand out, but worth the effort. Reaching an audience through the media is free advertising that can give you third-party validation and enhance your organization’s reputation. But press outlets are not interested in promoting you; they want an impactful story. As such, effective media relations are about creating honest and mutually beneficial media relationships that begin with providing real and substantial news stories. We’ll show you how.

Topics Include:

  • The broad range of media channels that you can choose from—from traditional outlets to social media
  • What makes a story worthy of publication?
  • Finding news stories, as well as generating them
  • How to respond to journalist inquiries
  • Maintaining lists of press contacts
  • Tailoring your story pitch to a specific media outlet’s audience

Who Should Register:

  • This course is ideal for anyone who works with people, especially leaders, those who interact with the public, or anyone who creates messages for their organization
  • Government or military personnel
  • Public Information Officers
  • Communication, marketing, and PR professionals
  • Business owners or business professionals
  • Public speakers

Learning Format

We provide a more interactive and visually engaging learning experience than you’ll find in many online course environments.
The format of this class is fully online, instructor-led, pass/no pass, and can be taken as part of the certificate or independently. Certificate courses can be taken in any order unless otherwise noted.
Industry Experts
You'll experience optional live sessions with your instructor and other experts and have the opportunity to ask questions and discuss the subject.
Active Learning
Learn content deeply through varied case studies, topical readings, infographics and other visuals, and hands-on exercises.
Engaged Classrooms
Build your knowledge repository with weekly quizzes, open group discussions, and even the occasional debate.


Media Relations
Devote 6-8 hours/week
Apply knowledge to your real life
Be prepared to learn from each other