PAF 9139 Communication Strategy
3 hours; 3 credits

In this class, students learn to design communication campaigns that will change or modify key behaviors; promote a cause, service, or program; or enhance the brand and fundraising capacity of an organization. Course topics will cover areas such as fear appeals, message fatigue, working with diverse audiences, and online and social media advocacy. Students will develop message strategies using techniques drawn from social marketing, persuasion, and political communication.

Prerequisite: PAF 9103.