Knowledge

The student...

has knowledge about the different phases of an effective communication campaign
can assess different forms of analysis methodology to explore the target group's attitudes, knowledge and behavior
can contemplate what kind of goals are most relevant: Relationship goals, reputation goals, behavioral goals
has an overview of the most important social science theories related to conviction
has in-depth knowledge of rhetoric, storytelling and forms of communication
has in-depth knowledge of the importance of sharpening a message towards a specific target group
has knowledge of the journalist's and PR strategist's different positions

Skills

The student...

can sharpen and clarify a communication problem
can identify and prioritize target group(s)
understands the target group's behavior and what influences it
can set relevant goals and sub-goals for a campaign strategy
can identify, select and develop relevant messages
can make decisions about a suitable use of media channels
can make decisions about suitable evaluation methods for a campaign
can analyze and recognize rhetorical narrative techniques in various texts
knows various forms within PR / journalistic genres such as press issues and debate posts
knows different forms of interview techniques

General competence

The student...

has insight into how communication put into a system can affect defined target groups
is able to critically reflect on the most important social science theories related to convincing others
can account for and reflect on measuring the effect of various campaign measures, as well as have a critical attitude to what can actually be achieved with communication and what requires measures of a more structural nature, eg a change in law
has increased competence when it comes to collaborating with others in a project, and giving presentations
has in-depth knowledge of key concepts in communication and journalism, as well as journalistic genres
has in-depth knowledge of key texts in the field of communication
is able to reflect independently and critically on media texts and influence
has knowledge of publication ethics

Subject description KAS1100

Press- and campaign strategies