Spring 2019 - 60185 - PA 388K - Advanced Topics in Public Policy
Strategic Corp Communication
The capacity of modern organizations—whether nonprofits, government agencies, or corporations—to develop and communicate effective messaging strategies is essential in a world of non-stop information and split-second decisionmaking. Leaders must possess sophisticated understanding and skill to manage their communications to best inform, motivate, and persuade various clients, constituencies, stakeholders, lawmakers and regulators.
This class will survey different arenas and practices of strategic communication to manage organizations, attract clients or constituents, influence public opinion, and have an impact on different legislative or regulatory environments. The course integrates the essential academic approaches of public affairs, media relations, stakeholder engagement, and governmental relations with the concepts of communication theory. Ultimately, students will develop a broad understanding of the different roles and functions involved in planning and evaluating successful strategic communications campaigns.