Apply for Managing the Message: 21st Century Communications
It's an old adage: if you don't tell your story, someone else will tell it for you. But how do you craft a narrative and message for your campaign that will engage your audience to join you and take action? What steps are needed to earn media coverage? How can you leverage the power of online organizing to build and reinforce your message? And how can you strategically place ads across media to ensure that your narrative is heard?
In this course, participants will learn to perform self and opposition research, craft an aspirational narrative, develop a message calendar, and understand the media ecosystem, from earned and paid media to online engagement. By the end of the term, participants will have crafted an aspirational narrative and a message plan to put these skills into action.
- Week 1: Research and Narrative Development
- Week 2: Crafting an Aspirational Narrative
- Week 3: Building a Communications Plan and Strategy
- Week 4: Engaging the Media: Earned Media Online and Offline, Paid Media
- Week 5: Building and Leading Your Communications Team
Participants will draft a campaign narrative (aspirational message), digital media plan, earned media plan, and paid media plan
For information on the overall program, visit our home page. Or, for answers to common questions, visit our FAQ. We look forward to having you join us in the fall! If you have additional questions, please contact us by emailing the NOU team at: firstname.lastname@example.org.