Effective Public Diplomacy Strategy and Planning
This workshop provides participants with a working knowledge of planning and developing a public diplomacy program. Participants will learn the key building blocks and activities of PD program planning based on assigned campaigns.
The workshop comprises five modules:
- Fundamentals of Public Diplomacy Strategy and Planning
- Mapping Stakeholders and Influencers
- Narrative Strategies of Public Diplomacy
- Content Planning for Public Diplomacy
- Group Workshop Session
Fundamentals of Public Diplomacy Strategy
We begin with introducing a framework for public diplomacy campaign planning that is easily adaptable to your organization’s needs. We will then discuss the evolving audience information journey and the importance of developing a theory of change that underlies PD program design and evaluation.
Mapping Stakeholders and Influencers
In this module, participants will identify stakeholders/influencers; analyze and define their roles and expectations; understand and prioritize their 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.
Narrative Strategies of Public Diplomacy
This module addresses the development of effective strategic narratives in the face of inadequate information, competing institutional priorities, and diverse audiences in the global media environment.
Content Planning for Public Diplomacy
This module discusses and evaluates communication channel options to arrive at an optimal mix of tools and platforms for the campaigns under consideration. It examines audience touch points as the basis for communication planning.
Group Workshop Session
Participants will work in groups to present a campaign strategy using the frameworks and tools provided in previous modules. Campaigns will be determined based participant submissions.
The workshop takes place over one week, including live sessions of 11 online hours, group work between sessions, and assigned self-directed learning. All scheduled meeting times will be Pacific Time.
- Monday, March 15, 2021, 7:00am to 9:00am
- Tuesday, March 16, 2021, 7:00am to 9:30am
- Wednesday, March 17, 2021, 7:00am to 9:30am
- Thursday, March 18, 2021, 7:00am to 9:00am
- Friday, March 19, 2021, 7:00am to 9:00am
Click here to access the online application. You will be notified after your application has been received.