Course Outline:

Module 1: Principles of Public Communication

• What is public communication?

• Roles in public, government, and organizational settings

• Communication models and the importance of public trust

• Characteristics of effective communicators

Activity: Identify and critique real-life examples of public messaging

Module 2: Message Development and Audience Analysis

• Understanding audiences: demographics, needs, and expectations

• Crafting clear, concise, and persuasive messages

• Framing and tone: speaking to different stakeholders

• Using storytelling in public communications

Workshop: Draft a key message matrix for different audience groups

Module 3: Media Relations and Interview Preparation

• Media dynamics: reporters, press releases, and briefings

• Preparing spokespeople for interviews

• Managing press conferences and public announcements

• Do’s and don’ts of handling tough questions

Case Study: Mock media interview with feedback

Module 4: Communication Planning and Strategy

• Setting objectives and selecting communication tools

• Crisis communication essentials

• Internal vs. external communications

• Monitoring communication effectiveness

Workshop: Develop a simple public communication plan for a fictional event

Module 5: Digital Communication and Final Project

• Social media as a public communication tool

• Writing for web, blogs, and digital platforms

• Ethics and risks in digital communication

• Capstone presentations and feedback

Capstone Project: Create and present a public communication campaign for a real or hypothetical organization