mspr521 | Graduate

Digital Communication Strategy

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This course introduces students to strategy, planning, and decision-making techniques for developing and managing public relations messages and channels in the digital space. Students will learn the importance of research, metrics, and digital analytics as core components of online activity, including how to create and facilitate feedback loops and mechanisms for interaction with a range of publics. In addition, they will learn how to apply elements of digital storytelling in an effective and ethical way, including use of photos, graphics, video and audio, and a range of online tools, all of which must be developed as part of a seamless strategy for reaching the public, the media, key individuals, and organizations that will optimize public relations goals and, thus, the goals of the organization.

This graduate-level course is 6 weeks To enroll, speak with an Enrollment Representative.

Course details:

Credits: 3
Continuing education units: XX
Professional development units: XX
Duration: 6 weeks

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    The New Public Relations

    • Identify today’s public relations in relation to the digital space.
    • Describe digital communication and its impact on public relations.
    • Explore the evolution of digital communication.
    • Analyze best practices of digital content creation.

    Relationship Building in the Digital Space

    • Understand the role of the journalist and the blogger.
    • Analyze relationship-building strategies in the digital space.
    • Evaluate tools for facilitating conversations.
    • Examine core elements of digital content strategy.

    Social Media Content

    • Identify elements of a social media release (SMR).
    • Discuss the value of the video news release (VNR).
    • Understand corporate blogging.
    • Discuss the importance of the content audit.

    Participating in the Digital Space

    • Understand the role of technology in relationship building.
    • Examine the relationship between targeted social networks and brand pervasiveness.
    • Analyze the importance of substance and structure in content strategy
    • Evaluate content types and their uses.

    Roles and Responsibilities in Content Creation

    • Identify roles within a content team.
    • Describe workflow and governance in content creation.
    • Evaluate the relationship of inbound and outbound communications.
    • Understand the role of the community manager.

    Content Advocacy and Strategy Best Practices

    • Describe the significance of content advocacy.
    • Explore best practices in content strategy and implementation.
    • Analyze trends in digital communications and public relations.
    • Explore metrics and measurement tools.
    Tuition for individual courses varies. For more information, please call or chat live with an Enrollment Representative.

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    While widely available, not all programs are available in all locations or in both online and on-campus formats. Please check with a University Enrollment Representative.

    Transferability of credit is at the discretion of the receiving institution. It is the student’s responsibility to confirm whether or not credits earned at University of Phoenix will be accepted by another institution of the student’s choice.