Communication Tactics

Catalog description

Credits 3. 3 Lecture Hours. COURSE OVERVIEW. Examines the strategic use of communication tactics in public and organizational contexts. Focuses on writing, planning and integrating traditional and digital media tools to support communication goals. Considers research, message and design development, media platforms and message evaluation. Examines how communication tactics are shaped by audiences, objectives, timing and professional standards. Includes analysis of how digital and legacy media operate in strategic communication campaigns across profit and nonprofit sectors. RELEVANCE AND APPLICATION. Connects strategic communication to professional contexts, such as public relations, nonprofit campaigns, branding, integrated marketing communication, media production and organizational communication. Involves skills relevant to media writing, developing and designing content for campaigns, coordinating tactics across channels and adapting messages to audiences. Aligns with marketplace expectations in sectors that use communication to engage stakeholders, manage reputation or support organizational goals. Supports preparation for advanced study in communication, media strategy or related professional fields. DEEPENING UNDERSTANDINGS. Clarifies that strategic communication involves planning, research and audience understanding; not just choosing platforms or sending messages. Highlights the relationship between communication tactics, planning, persuasion, credibility and ethics. Builds awareness of how media platforms influence message design and implementation, stakeholder response and public perception. Promotes critical thinking about communication choices and their consequences in real-world contexts. TOPICS AND THEMES. May include analysis of digital and traditional media tools; development of written and visual content; research for message planning; integration of communication tactics across platforms; evaluation of effectiveness; writing for news, Associated Press Style, features, public relations writing, social media and multimedia formats; audience targeting and message tailoring; portfolio-building; and collaboration with client, community or organizational partners. Content may incorporate diverse perspectives connected to stakeholder demographics, institutional needs and/or community contexts, as relevant to strategic communication work. Prerequisite: Grade of C or better in COMM 323 , junior or senior classification.