Integrated and Strategic Communication Campaigns from Coursera

Welcome to "Integrated and Strategic Communication Campaigns", the first course of the specialization, Strategic Communication Campaigns.

Ever wanted to "get the word out" or create "buzz" for your organization? This course will leave you knowing how to deliver the right message to the right audience at the right time via the right channel.

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!

What's inside

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.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Meant as an introduction to the topic for beginners

Provides hands-on experience with strategic marketing

Provides strategic frameworks for understanding communication

Well-structured and comprehensive in nature

May require additional knowledge on concepts and theories for application

Should be taken in conjunction with other courses in the specialization

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Integrated and Strategic Communication Campaigns with these activities:

Review concepts of integrated communication

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Reinforce understanding of the foundational concepts of integrated communication to prepare for more complex topics covered in the course.

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Revisit key concepts of communication theory, such as the sender-receiver model, feedback loops, and noise.
Review different types of communication channels and their strengths and weaknesses.
Explore case studies or examples of successful integrated communication campaigns.

Develop a persuasive communication strategy

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Apply the principles of persuasion to create a compelling communication message.

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Identify the target audience and their needs and interests.
Craft a clear and concise message that resonates with the audience.
Choose the appropriate communication channel to deliver the message effectively.

Collaborate with peers on a communication project

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Share knowledge, ideas, and feedback with peers to enhance understanding and creativity.

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Form a small group of classmates.
Choose a communication problem or challenge to work on together.
Brainstorm solutions and develop a joint communication strategy.
Present your findings to the class or a wider audience.

Four other activities

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Design a communication campaign plan

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Develop a comprehensive plan for a strategic communication campaign.

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Define the campaign objectives, target audience, and communication strategy.
Outline the tactics and activities to be implemented.
Establish metrics to measure the effectiveness of the campaign.

Create a social media campaign

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Apply communication and marketing principles to create a targeted and engaging social media campaign.

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Define the target audience, campaign objectives, and key messages.
Choose the appropriate social media platforms and create engaging content.
Monitor and measure the campaign's performance and make adjustments as needed.

Explore advanced communication techniques

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Enhance communication skills through exposure to innovative and cutting-edge techniques.

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Identify areas for improvement in your communication skills.
Research and explore online tutorials, articles, or books on advanced communication techniques.
Apply the techniques you learn to real-world communication scenarios.

Contribute to open-source communication projects

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Gain practical experience in applying communication principles and contributing to the wider community.

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Identify open-source communication projects that align with your interests.
Join the project's community and contribute your skills in areas such as documentation, code development, or user support.
Collaborate with other contributors and learn from their expertise.

Career center

Learners who complete Integrated and Strategic Communication Campaigns will develop knowledge and skills that may be useful to these careers:

Communication Manager

The work of a Communication Manager involves planning and executing communication campaigns to enhance an organization's image and reputation. This course in Integrated and Strategic Communication Campaigns provides a solid foundation for this role by teaching the principles of campaign planning, audience research, and message development. The course also covers the use of paid, earned, shared, and owned media in communication campaigns, which is essential knowledge for Communication Managers.

See salaries and explore the career path for Communication Manager

Public Relations Specialist

Public Relations Specialists are responsible for managing an organization's relationships with the media, customers, and other stakeholders. This course in Integrated and Strategic Communication Campaigns is highly relevant to this role as it teaches the principles of strategic communication, media relations, and crisis communication. The course also provides practical experience in developing and executing communication campaigns, which is essential for Public Relations Specialists.

See salaries and explore the career path for Public Relations Specialist

Marketing Communications Manager

Marketing Communications Managers are responsible for developing and executing marketing communication campaigns to promote products and services. This course in Integrated and Strategic Communication Campaigns provides a strong foundation for this role by teaching the principles of marketing communication, campaign planning, and audience research. The course also covers the use of different media channels in marketing communication, which is essential knowledge for Marketing Communications Managers.

See salaries and explore the career path for Marketing Communications Manager

Corporate Communications Manager

Corporate Communications Managers are responsible for managing an organization's internal and external communication. This course in Integrated and Strategic Communication Campaigns is useful for this role as it teaches the principles of corporate communication, media relations, and crisis communication. The course also provides practical experience in developing and executing communication campaigns, which is essential for Corporate Communications Managers.

See salaries and explore the career path for Corporate Communications Manager

Advertising Account Manager

Advertising Account Managers are responsible for managing client relationships and developing and executing advertising campaigns. This course in Integrated and Strategic Communication Campaigns may be useful for this role as it teaches the principles of campaign planning, audience research, and message development. The course also covers the use of different media channels in advertising, which is essential knowledge for Advertising Account Managers.

See salaries and explore the career path for Advertising Account Manager

Media Planner

Media Planners are responsible for developing and executing media plans for advertising campaigns. This course in Integrated and Strategic Communication Campaigns may be useful for this role as it teaches the principles of media planning, audience research, and media buying. The course also covers the use of different media channels in advertising, which is essential knowledge for Media Planners.

See salaries and explore the career path for Media Planner

Social Media Manager

Social Media Managers are responsible for developing and executing social media campaigns to promote products and services. This course in Integrated and Strategic Communication Campaigns may be useful for this role as it teaches the principles of social media marketing, audience research, and content creation. The course also covers the use of different social media platforms, which is essential knowledge for Social Media Managers.

See salaries and explore the career path for Social Media Manager

Event Planner

Event Planners are responsible for planning and executing events such as conferences, trade shows, and corporate functions. This course in Integrated and Strategic Communication Campaigns may be useful for this role as it teaches the principles of event planning, audience research, and logistics management. The course also covers the use of different communication channels in event planning, which is essential knowledge for Event Planners.

See salaries and explore the career path for Event Planner

Public Affairs Specialist

Public Affairs Specialists are responsible for managing an organization's relationships with government officials and other stakeholders. This course in Integrated and Strategic Communication Campaigns may be useful for this role as it teaches the principles of public affairs, media relations, and crisis communication. The course also provides practical experience in developing and executing communication campaigns, which is essential for Public Affairs Specialists.

See salaries and explore the career path for Public Affairs Specialist

Investor Relations Manager

Investor Relations Managers are responsible for managing an organization's relationships with investors and other stakeholders. This course in Integrated and Strategic Communication Campaigns may be useful for this role as it teaches the principles of investor relations, media relations, and crisis communication. The course also provides practical experience in developing and executing communication campaigns, which is essential for Investor Relations Managers.

See salaries and explore the career path for Investor Relations Manager

Writer

Writers are responsible for creating written content for a variety of purposes, such as marketing, advertising, public relations, and journalism. This course in Integrated and Strategic Communication Campaigns may be useful for this role as it teaches the principles of writing for different audiences and purposes. The course also provides practical experience in writing different types of content, which is essential for Writers.

See salaries and explore the career path for Writer

Editor

Editors are responsible for editing and proofreading written content for a variety of purposes, such as marketing, advertising, public relations, and journalism. This course in Integrated and Strategic Communication Campaigns may be useful for this role as it teaches the principles of editing and proofreading. The course also provides practical experience in editing different types of content, which is essential for Editors.

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Journalist

Journalists are responsible for gathering, writing, and reporting news and information for a variety of media outlets. This course in Integrated and Strategic Communication Campaigns may be useful for this role as it teaches the principles of journalism, media relations, and crisis communication. The course also provides practical experience in writing different types of content, which is essential for Journalists.

See salaries and explore the career path for Journalist

Broadcaster

Broadcasters are responsible for presenting news and information to a variety of audiences through television, radio, and other media outlets. This course in Integrated and Strategic Communication Campaigns may be useful for this role as it teaches the principles of broadcasting, media relations, and crisis communication. The course also provides practical experience in writing different types of content, which is essential for Broadcasters.

See salaries and explore the career path for Broadcaster

Teacher

Teachers are responsible for educating students in a variety of subjects. This course in Integrated and Strategic Communication Campaigns may be useful for this role as it teaches the principles of communication, audience research, and message development. The course also provides practical experience in developing and executing communication campaigns, which is essential for Teachers.

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Integrated and Strategic Communication Campaigns

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