All communications programs - whether local community or public engagement initiatives, global corporate campaigns, advocacy or political campaigns - evolve from the identification of goals to the development of creative and strategic responses to achieve these goals. This unit guides you through this process, starting with the basics of research and understanding context and issues and moving through to the strategic and creative responses communicators must craft in order to reach culturally, politically and socially diverse audiences.

Learning outcomes

After successful completion of this unit, students will be able to:
1. Identify and apply key elements of strategic planning, from program development to campaigns;
2. Demonstrate a conceptual and practical understanding of the fundamentals of research and consultation processes that can inform strategy development; and
3. Critique the role of professional communication in community engagement, public participation and democratic engagement.

Graduate attributes

1. UC graduates are professional - communicate effectively
1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - take pride in their professional and personal integrity
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas

Prerequisites

11103 Corporate and Public Communication Foundations

Corequisites

None.

Incompatible units

None.

Equivalent units

9038 Public Relations Strategy: Issues and Crisis Management

Assumed knowledge

None.