EMBASSY OF THE UNITED STATES OF AMERICA

EAD USA

STRATEGIC COMMUNICATION

INNOVATE

ENGAGE

LEAD

Course overview

This course aims to equip professionals at the United States Embassy and Consulates in Brazil with advanced skills in strategic communication. The focus will be on ensuring the global strategy of the organization guides the implementation of all activities. The course will cover strategic communication, effective platform management, monitoring and evaluation, and trends and innovation.

Course Duration

The course is designed to be completed over a period of 12 weeks, with an estimated workload of 4-5 hours per week.

Target Audience

QUANTITY

Up to 56 members of the Public Relations team in Brazil.

DIVISION

Projects and Communication sectors.

KNOWLEDGE LEVELS

Various levels, including managers and coordinators.

SPECIAL REQUIREMENT

Innovative and differentiated activities and content to attract and engage high-level members.

Program Schedule

START DATE

October 1ST 2024

END DATE

December 20th 2025

FREQUENCY

Activities spaced throughout the project period, with the option for participants to complete at their own pace..

Course Methodology

ONLINE TRAINING

Combination of synchronous (live
sessions) and asynchronous (selfpaced learning).

INTERACTIVE SESSIONS

Discussions, case studies, and practical exercises.

ASSESMENTS

Regular evaluations to measure  understanding and application of the content.

MENTORING AND LIVE CLASSES

Inclusion of mentoring sessions and live classes with all members, featuring guest lectures by experts in strategy and communication.

Elevate Your Strategic Communication Skills

Enhance your expertise in strategic communication, platform management, and innovation.

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Course Structure

The course will be available on an online platform, allowing participants to progress at their own pace. Each module must be completed before moving on to the next. The course is divided into five modules, each designed to cover a specific aspect of strategic communication. Each module includes live/video lectures, reading materials, interactive activities, and assessments to ensure a comprehensive understanding of the topics.

Course Duration

The course is designed to be completed over a period of 12 weeks, with an estimated workload of 4-5 hours per week.

MODULE 01

Introduction to
Strategic Communication

Lesson 1.1

Overview of Strategic Communication

  • Importance and definition of strategic communication
  • Key components and principles
Lesson 1.2

Aligning Communication with Organizational Strategy

  • Understanding the global strategy of the organization
  • Aligning communication activities with organizational goals
Lesson 1.3

Strategy, Content, and Coordination

  • Development of strategic plans
  • Creation and management of content
  • Coordination of activities across multiple platforms and initiatives
Interactive Activity

Group discussion on strategic alignment

Assessment 1

Quiz on the basics of strategic communication

MODULE 02

Effective Platform Management

Lesson 2.1

Overview of Communication Platforms

  • Traditional vs. digital platforms
  • Choosing the right platform for your udience
Lesson 2.2

Effective Platform Management

  • Content creation and management
  • Understanding and engaging with different audiences across multiple platforms
Lesson 2.3

Resource Coordination

Efficient allocation and management of resources, including budget, personnel, and partnerships

Interactive Activity

Workshop on platform-specific strategies

Assessment 2

Project on developing a multi-platform communication strategy

MODULE 03

Monitoring
and Evaluation

Lesson 3.1

Fundamentals of Monitoring and Evaluation (M&E)

  • Importance of M&E in strategic communication
  • Key performance indicators (KPIs) and metrics
Lesson 3.2

Tools and Techniques for Effective M&E

  • Data collection and analysis
    methods
  • Using feedback to improve
    communication strategies
Interactive Activity

Practical exercise on designing an M&E framework

Assessment 3

Assignment on creating an M&E plan for a communication campaign

MODULE 04

Trends and Innovation in
Communication

Lesson 4.1

Current Trends in Strategic Communication

  • Digital transformation in communication
  • The rise of social media and influencer marketing
Lesson 4.2

Innovation in Communication Tools and Techniques

  • Emerging technologies (AI, AR/VR, big data)
  • Case studies of innovative communication campaigns
Lesson 4.3

Engaging with Established Opinion Leaders

  • Strategic listening and relationship building with established opinion leaders (academics, policymakers, influencers)
Lesson 4.4

Engaging with Emerging Voices

  • Identifying and building relationships with emerging voices and influencers, including youth leaders and social media influencers
Interactive Activity

Workshop on designing an innovative communication strategy

Assessment 4

Assignment on analyzing a recent communication trend

MODULE 05

Implementing the Global Strategy Locally

Lesson 5.1

Adapting Global Strategies to Local Contexts

  • Understanding the local audience and context
  • Adapting global communication strategies for local implementation
Lesson 5.2

Case Studies of Successful Local Implementations

  • Analysis of case studies where global strategies were successfully implemented locally
  • Key takeaways and best practices
Lesson 5.3

Engaging with Press and Media

  • Narrative formation and relationship building with press and media to ensure accurate messaging
Interactive Activity

Group discussion on local adaptation of global strategies

Assessment 5

Project on creating a local implementation plan for a global strategy

Experts

Professors & Researchers

These experts will significantly contribute to participants’ development across various knowledge domains, helping them enhance their skills, stay updated, and achieve their professional goals.

Media Professionals & Influencers

Media professionals and influencers will be crucial for disseminating information, influencing opinions and behaviors, and engaging participants on various communication platforms. They will provide specialized training in using different content formats, languages, and communication strategies.

Technology & Innovation

This expert will create a space to discuss the latest trends, emerging innovations, and how technology is shaping the future. Topics include artificial intelligence, digital innovation, and other prominent areas.

Data & Analytics Experts

In an era where data is vital for business strategies, this expert will help participants develop communication skills to translate data into accessible insights for different stakeholders. They will share knowledge on collecting, analyzing, and interpreting data to support organizational decision-making.

Boost Your Communication Strategy

Master strategic communication, effective platform management, and stay ahead with the latest trends.

Join the Course