Strategic communications in a digital era

This unit develops knowledge and skills in strategic communications across public, private and non-profit sectors. In today's world, everyone from politicians, to business leaders, to environmental and human rights groups, look to the fields of communications and media to advance their strategic aims and goals. In a digitally-integrated era, the technologies of global communications are increasingly in everyone's hands.

In this unit you draw on case studies, best practice and scholarly research to examine the diverse strategies employed by different actors and organisations to gain public attention and pursue their strategic communication goals, both via digital and traditional communication technologies. Particular emphasis is given to the complexities of designing effective communication strategies alongside distinct ethical considerations that are critical to professional communications.