3.0

Average Course Rating

This course covers strategic leadership and communication program development, management and evaluation. It emphasizes formative communication research, strategic communication objectives and message design, selection of media, development of materials, management of teams and impact evaluation. Crisis and issues management as well as the use of new communication technologies will also be covered. The course will focus on a step-by-step design of a communication program using SCOPE (Strategic Communication Planning and Evaluation) worksheets. The course requires you to develop a strategic communication plan. This course combines reality-based and conceptual approaches to provide you with the intellectual tools needed to assume senior management or outside counsel roles in developing and implementing fully integrated communications programs. You will prepare for program management by asking - and answering – appropriate questions about goals, activities, management, and measurement. There will be core readings as well as use of research and planning exercises.