STC 2520 FOUNDATIONS OF STRATEGIC COMMUNICATIONS

Strategic communications is the purposeful use of communications by brands or organizations (corporate, agencies, nonprofit, government) to strategically advance their mission, vision and goals. At Elon, we include the following main disciplines as part of strategic communications: public relations and advertising & brand communications. Public relations involves strategic communication to build and maintain positive relationships between an organization and its many publics (PRSA, 2022), while advertising and brand communications involves paid efforts to communicate about a product, service or brand to a target audience. This course in Foundations of Strategic Communications introduces communications theories, audience analysis, and the strategic planning process. This course also explores the historical roots of public relations and advertising and brand communications, the formation of public opinion, crisis management, and ethical requirements to be a responsible corporate citizen. Prerequisite: C or better in COM 1000.

Credits

4 sh

Prerequisite

C or better in COM 1000.

Course Types

Leadership Studies Elective

Offered

• Fall
• Spring

Course Outcomes

1. • explain the history and role of media in society that inform strategic communications in modern organizations.
2. • describe freedom of expression and political systems related to strategic communications in society.
3. • use a case studies approach to access ethical ways of reasoning and responsibilities of the
   strategic communications professions
4. • apply data-driven strategic communications strategies to deal with organizational challenges and opportunities.
5. • understand issues of diversity, equity and inclusion (DEI) in the United States, historically and currently, and their impact in the practice of the strategic communications professions today
6. • demonstrate an awareness of domestic and global diversity with internal and external
   audiences.
7. • recognize the impact that lack of diversity in strategic communications and within working teams can have in the real world, including reputation damage, crises and financial losses.
8. • understand techniques used to promote products, services and ideas to target audiences.
   • develop an understanding of the theoretical base, history and management role of strategic communications.
9. • work with a group to present a proposal that addresses a strategic communications problem and/or opportunity.
10. • demonstrate competency in strategic communications planning and problem solving
11. • demonstrate business literacy by articulating how strategic communications provides
    value to an organization, as well as how it affects other roles within an organization.