The New School for Public Engagement Milano Graduate Programs

Communications for Social Change NMGM 5042 CRN 7665

Thursdays, January 29 - May 7 6:00 - 7:50 p.m. Location: 6 E. 16th St, Rm 902

Instructor: Bonnie McEwanmcewanb (at) newschool.eduoffice hours by appointment

Course OverviewThis course examines an array of theories, strategies and tactics that social change groups can employ to communicate the validity and benefits of the changes they seek, and through that inspire people to action. Its aim is to help students promote social justice through effective communications.

Learning ObjectivesBy the end of this course students will have a working understanding of:

• The nature of social problems and the ways in which their causes and solutions are linked to public policy, mass media and cultural differences.

• The unique, societal role of social change groups and how their communication needs differ from corporate-based models employed by business and traditional nonprofit organizations.

• A strategic communications process designed to help social change groups inspire action.

• Specific technologies, tools and techniques for the execution of strategy.

Students will achieve these objectives through class discussion of selected readings, tracking and analyzing a current social problem or issue of their choice, designing a communications strategy to influence their chosen issue and presenting that strategy in class.

Assignments & Grading

Class Participation 35% Issue Analysis paper 35%Strategy & Presentation 40%

Required Text

It’s Not Just PR: Public Relations in Society, 2nd editionW. Timothy Coombs and Sherry J. HolladayMalden, MA: Wiley-Blackwell 2013ISBN-10: 1118554000 ISBN-13: 978-1118554005

Available at Barnes & Noble, Union Square & online for rent or purchase, paperback or ebook.

Recommended Text

The Market Research Toolbox, A Concise Guide for Beginners, 2nd edition*Edward F. McQuarrieThousand Oaks, CA: Sage 2006ISBN-10: 1412991749 ISBN-13: 978-1412991742

*The third edition of this book is on reserve at the Fogelman Library.

*If you wish to purchase this book, the second edition is perfectly adequate and will be much, much cheaper than the third. Used copies are widely available online. Also, a 4th edition is due out soon, which will make the current 3rd edition much cheaper, so you may wish to wait until the 4th is out and then purchase the 3rd. It is a book well worth owning.

Class Schedule

“Course Text” refers to the Coombs and Holladay book. Readings not from the required text are available in pdf in the Electronic Reserves section of Canvas.

January 29 Introductions. Choose Your Issue. Theories of Change.

February 5 Sociological Theories and the Nature of Social ProblemsReadings: 1) Trevino, A. Javier. Three Sociological Theories

February 12 The Policy ConnectionReadings: 1) Course Text — chapters 3 and 42) PRSA, Vote NO on Prop 5

February 19 The Media ConnectionReadings: 1) Croteau, David, et. al. Media Influence & the Political World2) Lewis, Justin. Terrorism and News Narratives

February 26 Strategic Communications ProcessReading: 1) Wallack, Lawrence, et. al. Developing StrategyGuest Speaker: Cora Greenberg, Executive Director, Westchester Children’s Association (tentative)

March 5 Communications Technologies and TechniquesReadings:1) Signorile, MIchelangelo. Lights, Camera, ActUp!2) Shirky, Clay. Collective Action and Institutional Challenges3) McEwan, Bonnie. PETA v. SeaWorld: Tech and Tactics Drive Advocacy

March 12 Research Methods and Audience TargetingReadings: 1) McQuarrie, Edward Secondary Research, Chap 3 (Fogelman reserve)2) McQuarrie, Edward F. Customer Visits, Chap 4 (Fogelman reserve)3) McEwan, Bonnie. My Experience Moderating Focus Groups

March 19 Culture and the Principles of Influence — Local, Regional, Global Readings: 1) Polansky, Tom. Robert Cialdini and 6 Principles of Persuasion2) Course Text — chapter 53) Howley, Kevin. Community Media & Social Movements

March 26 NO CLASS — SPRING BREAK

April 2 Message Development and Channel SelectionReadings: 1) Wallack, Lawrence, et. al. Shaping the Story 2) Liu, Dandan. Ethnic Community Media & Social Change | Case Study

April 9 EvaluationReading: 1) Teles, Steven and Mark Schmitt. The Elusive Craft of Evaluating Advocacy

April 16 Case Study: Jewish Education ProjectGuest Speaker: Leah Kopperman, Director of Digital Marketing & Strategy and Milano alum (NPM 1996)

April 23, 24 & May 7 Student Presentations

May 14 Course Wrap Up

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