Explore ways to leverage public policy relationships and strategic partners to enhance an organization’s brand and marketing strategy. Incorporates theory and real-world experience through examination of case studies.
Course Learning Outcomes
Upon successful completion of IMC 638, students will be able to:
- Understand federal, state and local government communications and its impact on constituencies.
- Define public communications and explain how it is used by government to achieve mutual understanding among its agency and its publics.
- Cite the principles of engaging constituencies and importance of meaningful feedback.
- Explain the importance of ethics, responsibility and transparency in launching a government public relations campaign.
- Identify how key messages are developed, and how to train communicators to deliver effective messages in "one voice".
- Understand the importance of developing trusted relationships with the media while utilizing public relations communication tools.
- Apply the use of social media and other online tools to promote advocacy objectives.
- Define what constitutes a crisis and demonstrate ways public agencies manage reputation.
- Determine the effectiveness of a campaign and cite ways to make it sustainable, or when a campaign should be curtailed.
- Understanding Government its Impact
- Public Relations: How it’s Used by Government and Constituencies
- Engaging Constituencies
- Ethics, Responsibility and Transparency
- Message Development, Training and Discipline
- Media Relations, Social Media and Online Advocacy
- Crisis Reputation Management/Campaign Effectiveness Sustainability