It's an old adage: if you don't tell your story, someone else will tell it for you. But how do you craft a narrative and message for your campaign that will engage your audience to join you and take action? What steps are needed to earn media coverage? How can you leverage the power of online organizing to build and reinforce your message? And how can you strategically place ads across media to ensure that your narrative is heard?
In this course, participants will learn to perform self and opposition research, craft an aspirational narrative, develop a message calendar, and understand the media ecosystem, from earned and paid media to online engagement. By the end of the term, participants will have crafted an aspirational narrative and a message plan to put these skills into action.
Tuition is $300 for this 5-week LIVE, interactive online workshop.
Class Schedule:
Live Instructional Seminar: Tuesdays, 3:00-4:30 PM ET
Live Coaching Section: Thursdays, 3:00-4:30 PM or 6:30-8:00 PM ET
Applications will be accepted on a rolling basis until the course is filled.
Class Topics
- Week 1: Research and Tools
- Week 2: Crafting an Aspirational Narrative
- Week 3: Building a Communications Plan and Strategy
- Week 4: Layering for Maximum Effect
- Week 5: Special Challenges & Rapid Response
Course Outcomes
Participants will draft a campaign narrative (aspirational message), digital media plan, earned media plan, and paid media plan.
Prerequisites
The only prerequisite is at least one election cycle as a full time employee or part-time volunteer leader on an electoral campaign.
For technological requirements, and more information on cost, scholarship, course credit, and other common questions, visit our FAQ and/or Policy pages.
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