Data-Driven Public Diplomacy: Strategy & Campaign

Each session is taught by leading scholars in the field and who have extensive experience in professional training programs. The CPD Mini-Course in Public Diplomacy schedule is fast-paced program that includes both discussion, simulations, and encourages dialogue among participants.

All applicants are expected to bring a working laptop, tablet, and/or smart phone to the program. There will be exercises that required internet access and we are unable to provide laptops for students. 

Program Location
All classes will be held in USC Washington D.C. Office located at 701 Pennsylvania Ave., N.W., Suite 540, Washington, DC 20004. Please see the section on IMPORTANT INFOMATION for directions and transportation. You must have government ID to enter the building.

Course Descriptions

9:00am-10:00am     Module 1 | Data-Driven Diplomacy Framework for Campaign Success (Jay Wang)

We begin with introducing an overarching framework for public diplomacy campaign and program planning. The emphasis will be on how we drive strategic insights from research and data for better planning. We will also underscore the importance of evidence-based storytelling to realize the true value of data.

10:00am-1:00pm     Module 2 | Understanding Research Methodology and Measurement for Public Diplomacy (Erik Nisbet)
We will review analytical methods, tools, and models for the public diplomacy practitioner, including principles of survey construction and implementation, quantitative content evaluation, and tips for creating online polls through review and critique of current research topics.  Additionally, this session will enhance your appreciation of common sources of secondary data.  

Lunch provided by CPD

2:00pm-5:00pm     Module 3 | Stakeholder Analysis (Kjerstin Thorson)
In this module, participants will identify stakeholders; analyze and define stakeholder roles and expectations; understand and prioritize stakeholder needs; and map influence and factors determining successful stakeholder engagement. Through exercises and group discussion, attendees will be able to plot stakeholder strategy in current public diplomacy campaigns.

9:00am-12:00pm      Module 4 | Digital Data & Real-Time Analytics (Kjerstin Thorson)
How can digital analytics increase the impact of your campaigns? Learn how to create strategic insights by bringing together digital data from a variety of sources, including social, search, web, and text analytics. In this session, participants will engage in hands-on collection and analysis of data.

Lunch on own

1:20pm-2:00pm      Framework, Part Two (Jay Wang)
How can digital and social media analytics and evaluation increase the effectiveness and reach of your project? In this session, participants will engage in hands-on, real-time analysis of real world events using marketing, cloud-based programs, and social platforms.

2:00pm-5:00pm     Module 5 | Creating Social Stories (Amara Aguilar)
This session provides participants an opportunity to craft a story for posting and distribution. Storyboarding, image selection, and copy will be crafted for a current campaign/initiative. In addition, participants will learn how to inform and share public diplomacy content through digital platforms.  From mobile to desktop, tools and practices in digital storytelling will be discussed. Attendees will be tasked to create their own social story for evaluation and feedback. Please download the following apps prior to the session: GIPHY, Spark Post, Viva Video, etc.

9:00am-12:00pm     Campaign Workshop Session
Participants will work in groups to creatively present a campaign using the framework provided which includes attention to stakeholder, digital and immersive storytelling, evaluation and impact protocol and assessment; and digital data and analytics. Campaigns will be determined based participant submissions.

Working Lunch

1:15pm-3:15pm     Group Presentations

3:15pm-3:45pm      Closing session and evaluations