School of Journalism and Mass Communication

Strategic Communication

The strategic communication concentration focuses and trains students how to persuade as well as inform. Professional fields in strategic communication include advertising, public relations, media planning, brand strategy, digital marketing, social media management and creative production as well as political, health, and public communication with a strategic purpose. Courses allow students to acquire and practice skills in simulated situations and, when applicable, with professional clients.

Our skills curriculum begins with broad training across the professional practice areas of mass communication and in widely applicable skills such as data analysis and visualization. From there, strategic communication students practice media production in a foundational strategic communication course, Principles and Practice of Strategic Communication. Here students create a yearlong campaign for a client, incorporating strategic research, creative message development, media planning, and public relations, promotions and social media. Following that, students select an advanced course in a specific area such as creative, public relations, social media marketing, digital media strategies, and account and media planning.

Advanced courses also are offered in areas relevant to both strategic communication and reporting, such as multimedia design, sports communication, and magazine publishing. These courses provide experiences that directly apply to careers in any number of areas. For example, in the social media marketing course, students create a plan for managing earned and paid social media influence for a real business from start to finish – developing strategy and recommending integrated tactics.

Our program is based on the idea that to be successful in strategic communications, practitioners need to understand why they are making decisions as well as how to produce media in multiple forms, while understanding the potential impact of that content. All students must take at least three communication theory or topic courses, such as history or law of mass communication, media and the consumer, mass communication effects, communication and public opinion, media and youth, health communication, international communication, political communication, communication research methods, and communication-based service learning courses.


Where you can work

Students prepare for an always-changing media world. Students’ training prepares them for careers in advertising, public relations and digital agencies; in-house communication departments at corporations and nonprofit organizations; higher education; government agencies and bureaus; hospitals and other health care organizations; financial organizations; legislative offices; political campaigns; trade shows and associations; special event organizations; professional associations; the media industry (web properties, social media sites, TV networks, magazines, radio networks); or any other organizations with creative, marketing or media departments. However, a student who studied reporting with an emphasis on video may work in a strategic communication area creating content or messages using video or audio, or perhaps in a business environment, creating messages for a corporate website.

 

Meet with an advisor

One Major, Many Career Paths

An advertiser's desk with in-progress product page open on a laptop.

Advertising

Account management, account planning and strategy, marketing communications, marketing research, brand management, product development, sales, graphic design, copywriting, art direction, web development, audio, video and animation production and editing

Job Duties

Manages the accounts of clients, handles timelines and budgets, acts as a liaison, conducts research. Develops advertising, PR and digital strategies. Produces creative messages, designs advertising, websites, packaging and more.

Relevant Skills

Project management, organization, written and verbal communication skills. Knowledge of latest marketing and advertising trends. Negotiation and problem solving. Budget management skills. Creative thinking. Typography, photography, videography and design.

A microphone fills the foreground in front of a diverse group of more than 25 educators and community leaders.

Public Relations

Internal/external communications, employee relations, media relations, special events, publicity, social media, political campaigns, financial relations, investor relations, crisis communications, trade and consumer promotions, community relations, government affairs, trade shows, corporate communications, industry relations, trade associations, trade and consumer promotions, development and fundraising

Job Duties

Assists with the creation and implementation of public relations initiatives. Creates and oversees internal and external communication programs. Manages organizational relationships with key publics. Develops a variety of pieces for two-way communication with public.

Relevant Skills

Project management, organization, written and verbal communication skills. Knowledge of latest marketing and advertising trends. Negotiation and problem solving.

Undergraduate Jorge Estrada, wearing eyeglasses, programs music during his show

Media Strategy & Planning

Digital content creation, social media, online advertising, search engine optimization and marketing, mobile media, website development and marketing, game development, media sales, customer relations management, buying media in radio, TV, print and outdoor advertising, media sales, media planning, buying and research audience analysis, database marketing

Job Duties

Develops and executes strategic media plans to achieve client or organization goals. Uses multimedia tools such as web, mobile, email, social media, games and search to place messages. Coordinates purchasing and monitoring advertising space and airtime for clients.

Relevant Skills

Project management, organization, written and verbal communication skills. Knowledge of latest marketing and advertising trends. Negotiation and problem solving. Numeracy, data collection and analysis, and strategic decision-making skills.