Data-Driven Public Diplomacy: Strategy & Campaign
Each module 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.
All classes will be held in USC Washington D.C. Office located at 701 Pennsylvania Ave., N.W., Suite 540, Washington, DC 20004. You must have government ID to enter the building.
9:00am-10:00am Module 1 | Putting Data to Work in Public Diplomacy Strategy and Planning
We begin with introducing an overarching framework for public diplomacy strategy 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 fact-based storytelling to realize the true value of data.
10:00am-1:00pm Module 2 | Fundamentals of Data and Performance Measures for Public Diplomacy
Analytical methods, tools and models for the public diplomacy practitioner will be reviewed, including principles of quantitative content evaluation, audience research and tips for creating low-cost research tools based on a review and critique of current research topics. Additionally, this session will demonstrate the valuable, yet underused, resource of secondary data.
Lunch provided by CPD
2:00pm-5:00pm Module 3 | Understanding Stakeholders and Influencers
In this module, participants will identify stakeholders and 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.
9:00am-12:00pm Module 4 | Digital Data and Real-Time Analytics
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
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: PD Strategy through Engaging Narratives
This session provides participants an opportunity to craft a story for ideation and sharing. Storyboarding, image selection, and copy will be crafted for a 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, Quik, etc.
9:00am-12:00pm Campaign Workshop Session
Participants will work in groups to present a campaign idea using the framework provided, which includes attention to stakeholders and influencers, data analysis and synthesis, and storytelling for demonstrating strategic insights. Campaigns will be determined based participant submissions.
1:15pm-3:15pm Group Presentations
3:15pm-3:45pm Closing session and evaluations