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Course Description

Strategic Communications Planning in a Social Media World is a comprehensive and intensive five-day course designed for public affairs officers and communication professionals with the U.S. Army. This course will benefit professionals who are tasked with developing and implementing communications campaigns for a diverse set of audiences under a variety of budget and time expectations. Whether planning a low-budget, one-month awareness program targeted at a niche audience or a broad, multi-year program targeted to influence the behavior of thousands, participants will learn a strategic communications planning process that has been revised and updated to effectively tap social media technologies. 

Course Objectives

During the course, participants will learn to :

  • Refine goals so that they are meaningful, motivational and measurable
  • Select target audiences
  • Uncover the best audience motivators, media, messaging, messengers, and moments
  • Craft messages that are compelling, current, credible and competitive
  • Frame a smart media strategy -- including social media
  • Crystallize an effective strategy statement
  • Lay out a practical timeline and success measures
  • Sell their program to stakeholders
     
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