Pennsylvania State University 3 credits CC
Explores the various ways organizations communicate with external stakeholders. CC 402 focuses on the process of communication with external stakeholders. An integral part of Corporate Communication, external communication is an integrated function that includes building relationships and writing for the traditional media, creating materials such as advertisements and brochures, writing for the web, and creating credible spokespeople. As such, this course focuses on identifying and defining methods of external communication, as well as, how to write effectively for each communication channel. Students will gain experience in core Corporate Communication competencies, including writing media releases, integrating content and design, and evaluating communication effectiveness.
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