HEAPE 403 - The Art, Science and Mystery of Public Service Collaboration

Public agencies have a responsibility to communicate with their constituents. But how they do it ranges from the obligatory to the extraordinary, from cryptic notices posted on city hall bulletin boards to integrated outreach campaigns featuring innovative community events, media relations and public-service advertising. In this course, we'll use case studies that demonstrate the indispensable need for adequate research and planning, show how to craft messages that will resonate with your audience, and outline creative strategies and tactics for getting the word out, such as teaming up with other public and private agencies to get the biggest bang for your buck. We'll also talk about ways to measure or evaluate the success of your communications efforts. In short, this course is a primer on the logic and illogic of public relations in the public sector.