Mastering Implementation: Choosing the Right Communication Channels

Single module registration of the Strategic Communications Track of NSPRA Academy

Module Overview:

This session will emphasize an audience-centric approach to selecting media channels and building comprehensive communication strategies. The session’s focus will be on using the storytelling approach to building strategies and choosing the best media channels based on audience data and the PESO model for both day-to-day communication and more focused campaigns and programs. Content will also focus on using generative AI to help develop tactics and best practices for media relations and communicating during crisis situations.

Module-Level Learning Objectives:

Upon completion of this module, participants will be able to:

• Construct audience-first, cross-platform communication strategies using data-informed insights and behavioral research.
• Employ advanced storytelling techniques to drive engagement and alignment with organizational objectives across PESO channels.
• Leverage emerging technologies, including generative AI, for innovation and efficiency when creating communication tactics.
• Design adaptive communication plans that address both routine messaging and high-stakes or crisis scenarios.
• Lead cross-functional communication teams in executing integrated campaigns with measurable outcomes and strategic alignment.

Modules of the Strategic Communication Track of NSPRA Academy are facilitated by Kenon Brown, Ph.D., a professor of advertising and public relations at the University of Alabama and director of the university's Institute for Communication and Information Research.

Guest Speaker: Kate Crowder, Communications Coordinator, Germantown Municipal School District (Tenn.) and NSPRA Southeast Region Vice President