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.

Class Topics

  • 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


Course Outcomes
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:

    What was your most recent electoral campaign? (Campaign name and location)

    If you are currently employed, please briefly describe the work you do:

    Please answer these questions in 300 words or less

    Do you have previous experience managing or leading a campaign or organization? If yes, please briefly describe:

    We are committed to supporting a class of organizers with diverse backgrounds and viewpoints. How do your background and life experiences influence your values?

    Tell us about the first time you stood for social justice or organized for change (use one specific example):

    Tell us about a major mistake you've made and what lesson(s) you learned from that experience.

    What are the greatest assets you bring to this learning community?

    Have you previously, or do you currently, perform any of the following work?

    How did you hear about NOU?

    How will this training help you achieve your personal or professional goals?

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