Pre-requisites
Students do not need any prior knowledge to follow this lecture. However, completing the task will benefit from knowledge of strategic communication and modern information influence techniques.
Explanation of activity
Description of the group-work:
The objective is to create an effective campaign that influences the target audience’s perception and decision-making processes in favor of the strategic actor (the entity for whom you are working)
The group-work should outline:
- The actor and strategic narrative linked to your campaign/message
- The message/campaign’s goal and its significance to the strategic actor
- The target audience, its unique characteristics, and strategies to engage and earn its trust
- The media and platforms to be used, including primary and supporting channels
- Methods to foster audience engagement (eg emotional aspects of message, basic dictionary, othering, intertextuality etc)
- The mediators (influencers) to be involved
Message Example:
- Create example of message for use in the campaign
- Use multimodal content in message (visuals, headlines etc)
- Include references to historical events relevant to the target audience in message
Describe the distribution strategy of message, explaining how it will capture the target group’s attention and support broader strategic goals
Risk Analysis:
- Identify potential obstacles to the campaign and strategies to mitigate them
Teacher materials
Relevant Reading to Understand the Materials:
- Strategic Communications for PR, Social Media and Marketing. 2019. Laurie J. Wilson, Joseph D. Ogden, and Christopher E.
- Social Media for Strategic Communication: Creative Strategies and Research-Based Applications. 2018. Karen Freberg
Further reading to further develop the activity/understanding of the topic:
- Miskimmon, A., O’Loughlin B., & Roselle L. (2013). Strategic Narratives, Communication Power and the New World Order. New York: Routledge
- Benkler, Yochai; Faris, Robert; Roberts, Hal 2018. Network Propaganda: Manipulation, Disinformation, and Radicalization in American Politics. New York: Oxford University Press.
Student Materials
- Miskimmon, A., O’Loughlin B., & Roselle L. (2013). Strategic Narratives, Communication Power and the New World Order. New York: Routledge
- Eco, U 1979. The Role of the Reader.
Analysis of Student Understanding
- Regarding the discussion, we discuss how the created message aligns with strategic objectives, what discursive strategies could have been additionally used, what are the main strengths and weaknesses of the message, and how to mitigate them.
Assessing and Evaluation
In assessing whether students have successfully outlined their group work, educators should reflect on the following:
- Students are able to identify the strategic actor and clearly define the strategic narrative linked to their campaign or message.
- Students are able to articulate the goal of the message/campaign and explain its significance in relation to the strategic actor’s broader objectives.
- Students are able to define the target audience, describe its unique characteristics, and propose strategies to engage and build trust with this group.
- Students are able to justify the selection of media and platforms, including primary and supporting channels, in alignment with the campaign’s goals.
- Students are able to outline methods for fostering audience engagement, incorporating elements such as emotional appeal, basic dictionary usage, othering, and intertextuality.
- Students are able to identify and explain the role of mediators (influencers) in disseminating and amplifying the message.
- Students are able to create a sample message for the campaign, integrating multimodal content such as visuals and headlines.
- Students are able to incorporate references to historical events relevant to the target audience to enhance message credibility and resonance.
- Students are able to describe the distribution strategy, explaining how the message will capture the target audience’s attention and support broader strategic goals.
Modulations
- In group work, collaboration should be encouraged. This can be facilitated by providing some guidance and tips before the task begins.
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June 18, 2025
