J445: Developing Creative Messages for the Media

COURSE INTRODUCTION:
J445 will instruct you on how to prepare creative strategies and how to execute those strategies by preparing messages for various media and strategic communications. We will begin by exploring what is meant by creativity and persuasion. Then we will see how persuasion and creativity apply to strategic communication problem solving for various media. Most of the semester will be spent creating concepts for advertising and other media, developing ads, PR messages, and tactics for other stratcom media messages. This is a writing intensive course. By the end of the semester, you will have created numerous creative messages. You should leave the course with a good feel for the range of activities and issues that occupy a copywriter, public relations professional or strategic communications professional on a daily basis.

COURSE OBJECTIVES:

• Enjoy creativity and appreciate it--even if you never write another word of copy or never create an advertisement, news release, or stratcom message again.
• Write smart, focused creative strategies...the kind of strategies that will lead to great creative work.
• Apply principles of persuasion, copy and design to the creation of ads for print, radio, and television.
• Apply principles of persuasion, strategy, copy and design to the creation of direct marketing pieces, public relations messages, interactive, and sales promotions/events communications.
• Learn how to pitch your ideas successfully to the media and clients.
• Learn that criticism CAN be constructive (both in what you give and what you receive).
• Be able to throw around such terms as "one-shot, "campaign," "on strategy," "creative concept,” “VNR,” “Guerilla marketing,” and others with the best of 'em.
• Learn to write well for various audiences and strategic communication tactics.