XCPD-581 Strategic Communication Planning
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This course is designed for public affairs professionals who need to plan strategic communication programs -- whether planning a low-budget, one-month awareness program targeted at a local niche audience or a broad, multi-year program targeted to influence the behavior of thousands. Participants will be taught a proven strategic communication planning process that has a wide variety of applications to social media technologies. Using lecture and facilitated team work, faculty will work with participants to develop strategic communication plans, with a particular emphasis on social media.
Upon completion of this course, successful students will be able to:
- Identify important aspects of developing a strategic communication plan for their organization
- Organize a consistent organizational message across multiple media outlets
- Prepare a complete strategic communication plan that incorporates specific organization goals and context
- Implement a strategic communications plan
Environmental Communications Planning
This course is designed to give environmental professionals the necessary tools to write a successful and comprehensive Communications Plan. These plans can be used internally, to manage change or initiatives within an organization, or externally to communicate a message to stakeholders and/or the public.
Students will engage in the process of developing a full Communications Plan, including identifying stakeholders and appropriate media, crafting messages, and evaluating the success of the communications delivery. As part of the course portfolio, students will also craft two media pieces, an Op/Ed and a short article targeted to a specific stakeholder group. Students will receive individual and group feedback on their portfolio, with the goal of writing powerful, concise, and professional text.
This course is seven weeks in length and is taught in an entirely online, distance learning format, with both asynchronous and synchronous portions. No campus visits are required. Note: WebEx days and times are determined by instructor and student availability. Student availability will be elicited by a poll several weeks before course start.
Our work will center around Modules, collections of online and print material that guide each step of the planning process.
Week One: Introduction to Communications Planning
We will introduce ourselves and begin to consider how this course will be applied to a specific project. Students are asked to design a communications plan for a current or future initiative, change, or campaign.
Week Two: Reaching out to the Public/Identifying Stakeholders
As we define our project’s focus, we will work on crafting a clear, concise, and compelling message and identify relevant stakeholders.
Week Three: Internal Communications/Targeted Stakeholders/Social Media
Communications materials often need to be targeted to specific stakeholders and social media is a popular outlet. We’ll discuss the challenges of this targeting, along with internal communication routes.
Week Four: Measures of success/Adaptive Management
A crucial and challenging part of a Plan is the way success will be measured. We’ll delve into several ways of measuring success and how to integrate an Adaptive Management approach into your Plan.
Week Five: Individual Meetings with Dr. Rebecca Vidra
Week Six: Putting it all together: Communications Planning
We’ll finish the course by sharing our Communications Plan portfolio and discuss timelines for implementation and next steps. Week 7 we will not meet as a class but you will use to finalize your Plan.
This course will require 40 hours over the 7-week class period.