Strategic Communication Lecture Notes

Definition and Role

• Strategic Communication: Combination of public relations, advertising, marketing, social media, and other communication tools excluding journalism.
• Focus: Knowing the audience, organizational objectives, and creating strategies to achieve measurable outcomes.

Program and Career Opportunities

• Targeted at mid-career professionals seeking to advance skills and pivot careers.
• Applicable in various fields: agency world, government, advocacy, industry, etc.
• Roles include social media/community manager, community relations director, chief metaverse officer, account executive.

Key Qualities of Strategic Communicators

• Writing Skills: Essential for effective communication.
• Strategic and Critical Thinking: Analyze situations and develop strategies without templates.
• Emotional Intelligence: Empathy and understanding of target audiences.

Importance of a Master's in Strategic Communication

• Encourages critical thinking and understanding of 'why' in communication strategies.
• Prepares for management-level positions and requires staying updated with industry trends.
• Broad and solid foundation for diverse job opportunities.

Networking and Job Acquisition

• Networking is crucial for job opportunities in strategic communication.
• Utilize networks built during the program, including faculty and industry contacts.
• University of Oregon's brand (Duck family) provides a strong global network.

Choosing a Strategic Communication Program

• Evaluate curriculum, duration, faculty backgrounds, and practical industry insights.
• Consider courses that align with desired skills and job aspirations.

Unique Aspects of the University of Oregon Program

• Evolving curriculum with input from a strategic communication leadership network.
• Partnerships with industry leaders (Microsoft, Nike, government agencies) for curriculum development.
• Location advantage: Portland's tech and creative industries.
• Focus on social change, ethics, diversity, equity, and inclusion.

Industry Engagement

• Active engagement with industry leaders ensures relevant and current knowledge.
• Faculty includes top industry professionals.

Conclusion

• Program prepares students not only to communicate effectively but to embody the values and ethics they promote.
• Emphasizes real-world application and ongoing professional development.