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Determine a communication strategy for a mass media campaign using new media platforms
Assessment Strategies
Defining a goal: What are you trying to achieve? (awareness, behavior change, engagement)
Defining a target audience: Who are you trying to reach?
Defining a key message: What is the one idea you want audiences to remember?
Determining and assessing the audience needs
Reviewing examples of mass media campaigns
Reviewing available social tools for mass media campaigns
Creating a campaign proposal
Articulating a clear message/niche for a mass media campaign using new media platforms
Distinguishing the strengths/weaknesses of various new media platforms in relation to context
Planning context- and platform-appropriate text for an original website and blog
Planning context- and platform-appropriate text for social media
Criteria
Plan the integration of multimedia content from various new media platforms into a home website designed to communicate the message of a mass media campaign
Collaborate via concept feedback during the planning phase of a mass media campaign
Conduct effective audience analysis
Express a clear mass communication purpose
Outline text required to mass-communicate the desired message
Seek and respond to collaboration and feedback
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Create content for a mass media campaign using new media platforms
Assessment Strategies
Participating in team activities and class discussions
Researching available platforms and limitations and opportunities of each platform
Developing platform-specific content (written, audio, and video products)
Criteria
Create text for an original home website for a mass media campaign
Create text for social media for a mass media campaign
Create scripts for audio and video pod casting
Record and edit audio and video podcasts
Integrate multimedia content into a home web site
Produce context- and platform-appropriate text, including narrative, description, interview, news, and analysis, for a variety of new media formats
Workshop context - and platform-appropriate text, including narrative, description, interview, news, and analysis, for a variety of new media formats
Revise context- and platform-appropriate text, including narrative, description, interview, news, and analysis, for a variety of new media formats
Use universally accepted web writing style and conventions (Associated Press style)
Employ web writing strategies (i.e. inverted pyramid, interactive writing) to convey message
Employ new media research strategies (e.g. crowd- sourcing) in message creation and revision
Create both static and dynamic text for the home web site of a mass media campaign
Publish context- and platform-appropriate text, including narrative, description, interview, news and analysis, for a variety of new media formats
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Create microblog posts (platform writing practice)
Assessment Strategies
Participating in team activities and class discussions
Utilizing AI/crowdsourcing research
Following conventions of concise social media posts
Integrating hashtags and URLs
Integrating visual elements
Learning the constraints of microblog platforms such as character limitations
Learning the audiences most likely to use the microblog
Producing an effective microblog post
Criteria
Use concise, engaging and active language
Include hashtags, visuals, and calls to action
Emphasize timeliness and shareability
Provide mechanism for engagement
Use different microblog media platforms for different audiences and purposes
Employ crowdsourcing and other new media research tools
Publish and update a Facebook page with message-appropriate links to home web page
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Employ the technical tools of new media communication
Assessment Strategies
Learning an open-source web hosting platform
Practicing creating a homepage and building pages/posts for site content
Reviewing design options appropriate for intended audience
Creating an infographic to support messaging
Writing a microblog post
Writing three to four blog posts using various styles (narrative, persuasive, informative and humor)
Learning about podcasting and creating a script for a public service announcement
Creating an infographic using open source online tools
Using copyright free and open source images and audio resources
Criteria
Create and maintain a home website
Create and maintain a blog tool embedded within a home website
Create a bio page/post
Develop a microblog post
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Maintain ethical conduct during the planning and execution of a mass media campaign using new media
Assessment Strategies
Identifying risks of harm, misrepresentation, or exclusion
Ensuring vulnerable groups are protected
Conducting a systematic check of all campaign content for factual accuracy, source credibility, and absence of manipulation
Using transparency in communications to justify message choices
Including verifying statistics, claims, and visual
Identifying when and how AI is used
Criteria
Make ethical decision during the conceptual/strategic stage of a mass media campaign
Distinguish between internal (targeted to known individuals) and mass communication
Accept the societal responsibility accompanying the creation of mass media messages in a world where the writer has become editor and publisher
Create content for new media platforms without infringing on the rights of others
Use social media ethically in the execution of mass media campaigns
Demonstrate ethical conduct in the role of “gatekeeper” during the publishing of writing/message during a mass media campaign
Analyze/develop/articulate ethical message and strategy for a mass media campaign using new media platforms
Develop ethical content for a mass media campaign using new media platforms
Interact ethically while using new media platforms
Create a personal ethical code statement for communication via new media platforms
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Produce a script for a public service (PSA) announcement
Assessment Strategies
Determining the key message
Determining the target audience
Researching script writing techniques and examples
Researching the topic
Creating a hook (first 3–5 seconds)
Using a storytelling structure (beginning–middle–end)
Providing script for visuals + voice (not just text)
Providing narrative voice and clarity
Using ethos/emotion
Providing a call to action
Citing sources and providing credits
Scripting a 30 to 60 PSA outlining details for narration, visuals, and audio
Criteria
Focus on one idea, one benefit, and one next step
Keep the script tight and prevent confusion
Implement emotional/ethos impact
Use simple, conversational language and concise sentences
End with a concrete next step (website, hotline, event)
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Use online storytelling strategically
Assessment Strategies
Implementing linear storytelling
Writing three to four blogs of various styles (narrative, information, persuasive and humor
Using interactive storytelling conventions such as audience engagement tools
Providing Search Engine Optimization in the headline, blog title and content
Citing sources using parenthetical citation (Associated Press style)
Using visual elements to provide scanability
Providing a clear purpose, coherent structure, and audience-focused message
Using a personal tone for increased author believability
Establishing relevant credentials
Completing a final exam
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Explore the importance of crowdsource applications in journalism
Assessment Strategies
Defining crowdsourcing and tools used to crowdsource online (polls, survey, crowdfunding, etc.)
Reviewing local media stories and analyzing them for use of crowdsourcing in reporting
Identifying a story that could benefit from crowdsourcing
Writing an essay about how a story would benefit from crowdsourcing
Criteria
Implement crowdsourcing strategies to improve on a local news story
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Explore truth sorting strategies to combat misinformation and disinformation online
Assessment Strategies
Exploring examples of fake news
Exploring truth sorting strategies and tools
Writing a blog about the use of fake news and misinformation on social media and how to prevent it
Exploring reputable sources of information and how to spot fake news
Establishing house rules online and code of ethics for social media use
Criteria
Establish criteria for evaluating social media for facts and truth
Establish methods to confront and avoid fake news dissemination
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Grow social engagement
Assessment Strategies
Researching best times to post and post length
Exploring the use of visuals and multimedia
Reviewing influencer experiences and evaluating what brings them success
Following what is trending on social media platforms
Reviewing comments and responding
Adding a call to action or to leave a comment or share a story in the course blogs
Criteria
Be Authentic — Audiences respond to behind the scenes moments, honest stories, and imperfect, human content
Encourage Interaction — Ask questions, run polls, use “this or that” prompts, or invite opinions
Create community. Conversations build community; community builds loyalty
Design content to invite a response (polls, questions, comparisons) consistently outperforms passive content
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Produce infographic to provide informative and scannable visual elements for social media use
Assessment Strategies
Creating an infographic that supports the social media campaign
Learning a graphic tool such as CANVA
Practicing building and creating an infographic
Criteria
Deliver value by turning complex information into something people can understand quickly, visually, and memorably
Simplify complex data or concepts into an easy to grasp visual story
Attract more attention and interaction than text only posts
Increase information retention as people remember images far better than written information
Communicate key points in seconds, ideal for busy audiences