公關策略與媒體企劃

The goal of this course is to equip students with the knowledge and the skill set of designing communication campaigns targeting a social issue that is of interest to the general public (in Taiwan). Due to the broad scope of communication campaigns, the materials covered will come from various sub-areas in communication, ranging from health communication, risk communication, mass communication, persuasion, media advocacy, message processing, and new media studies. As the aim of the first part of the course is to help students absorb the theoretical foundation of communication campaigns, we will not go into detail in terms of the applications in particular industries or contexts. The semester will begin by giving students an overview of the key theories in communication campaigns, then guide students through the process of selecting a topic, approaching the “client,” and designing a campaign, and culminate in students’ mock presentations to the client. On completion of this course, students should be able to: 1. Articulate major concepts and theories related to communication campaigns; 2. Pinpoint the problems for campaign development, tackle the problems with precise analysis, and develop creative solutions; 3. Showcase the ability to engage in strategic planning in campaign development; 4. Identify the stakeholders for campaign development and exercise professional skills throughout the process (e.g., communicating with them persuasively and collaborating with them confidently, delivering the materials appropriately); 5. Sharpen problem-solving and project management skills as an individual as well as an effective team member; 6. Gain practical and authentic experience and prepare themselves as a communication specialist. We will draw on a variety of learning techniques to achieve these goals, including classroom dialogue, hands-on exercises, collaborative teamwork (e.g., developing a proposal, conducting a real campaign for a client organization), and presentations. I expect that you will come to each class having read the readings carefully and with a critical eye, offer thoughtful comments during class, share your own personal and professional experiences that relate to what we are discussing that day, and maintain a positive attitude. Doing each of these things will help create a vibrant, stimulating, and fun classroom environment.

Basic English skills (verbal, reading, and writing)

The course grade will be based on the following components: Individual: Tests (*2) 20% Case study 20% Class participation 10% Group: Group proposal 15% Campaign execution 25% Presentation 10%

Required texts: 1. Austin, E., & Pinkleton, B. (2006). Strategic public relations management: Planning and managing effective communication programs (2rd Edition). Mahwah, NJ: Lawrence Erlbaum. 2. Glanz, K., Rimer, B. K., & Viswanath, K. (Eds.). (2008). Health behavior and health education: theory, research, and practice (4th edition). San Francisco, CA: John Wiley & Sons. Additionally, there will be required weekly readings in the form of journal articles or book chapters. The electronic copies of these articles will be available to be downloaded from the course website (e3).

地點

HK 226

聯絡方式

chlai@g2.nctu.edu.tw