Designed to enhance your confidence in working with the media by offering an understanding of the publicist's role and the media's perspective. Course components include field trips and guest speakers, along with planning, writing, pitching and implementing media relations efforts. Analyzes consumer behaviors, provides a framework for evaluating marketing communications campaigns and stresses the need for an integrated communications plan. Emphasizes the development of an advertising plan as part of the overall marketing effort, including strategy plus creative and media planning. Principles are applied to actual practice in class projects.
Guest speakers supplement text with actual cases.
Designed for people who manage or work with agency, in-house and freelance creative teams. 3 Built around database strategies, this overview of direct marketing provides hands-on knowledge of the planning, creative and basic mathematical techniques vital to success in this rapidly expanding marketing area. This course stresses research, planning, implementation, measurement and improvement of internal communication programs from a management perspective and establishes a practical understanding of objective-based internal communications. Includes publications, management and human resource communication, employee relations, promotional events and campaigns, and on-line communications. Through a combination of message and process development, discussion of best practices, hands-on production experience, and reflective evaluation, this course will address the multiple roles of the communication professional in the New Media environment.