Integrated and Strategic Communication Campaigns (Coursera)

You will get started by understanding the best practices for communication campaigns and learning the basics around how to tell the story that represents your brand well. You will then be able to take that story to the right channels so that it gets told internally and externally from an organizational point of view. In the final week, you will take a closer look at communication campaigns from other brands to understand how paid, earned, shared, and owned media are used.

By the end of this course, you will have encountered multiple examples and strategies for strategic communication campaigns that will have you feeling more confident about creating one on your own!

This course is part of the Strategic Communication Campaigns Specialization.

What you'll learn

- Understand what integrated communication campaigns are and the value it brings to your organization.

- Define the communication problem and outline relevant communication goals and objectives.

- Design an integrated communication campaign based on relevant research that meets the communication objectives and includes reporting and evaluation.

- Produce a professional integrated communication campaign.

Syllabus

Campaign Basics and Integrated Communication

Welcome to the course, "Integrated and Strategic Communication Campaigns"! To set your self up well for any future campaign, you will want to start with planning it first. In this first week, you will do the same. After learning the basics about planning, you will be introduced to the PESO model, which strategically leverages communication so as to "get the word out" and create "buzz" for your organization. Then, you will learn how to glean insight from research by segmenting audiences and begin to think about how to use persuasive communication to solve organizational problems. This allows you to deliver the right message to the right audience at the right time via the right channel.

Understanding Brand Basics and How to Tell Your Story

This week, you will learn about brand basics and how the architecture of a brand sets forth a guide for strategic communication. We will discuss the importance of brand mission and core values, and how your brand should act with purpose to create authenticity and drive stakeholder relationships, including among employees. We will talk about how to leverage your employees to be ambassadors of your brand's mission so they help to tell your brand's story. The purpose of a brand and what it stands for matters!

Communicating to the Right Audience

In this week, you will understand how to identify various target audiences and how to segment them in strategic communication planning. We will discuss the importance of audience research and how to develop insight that connects your brand's message to audience's interests. By the end of this week, you will be crafting the right messages for the right audience.

Strategic Communication Campaigns

In this final week, you will take a closer look at communication campaigns to understand how paid, earned, shared, and owned (PESO) media are used. We will discuss the the different types of communication campaigns, their purposes, and when to use them. You will look at how other brands have used PESO media to communicate for a strategic purpose because examining other strategic communication campaigns will better help you to better understand the different components required. Seeing a full communication campaign will help you to plan your own.