Transforming Data into Insights for Public Diplomacy Strategy
Each module is taught by leading scholars and practitioners 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.
Module 1 | Integrating Data and Storytelling 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.
Module 2 | Fundamentals of PD Campaign Strategy and Measurement: Theory of Change
This module will discuss the importance of developing a theory of change that underlies PD program design and evaluation. This process defines long-term goals and then maps backward to identify necessary preconditions. Participants will outline a theory of change for assigned campaigns that will guide their campaign strategy and evaluation activities they develop in later modules.
Module 3 | Fundamentals of Research Methodology for Public Diplomacy
This module reviews basic analytics tools, methods, and models for PD practitioners designing campaigns and evaluating their impact. The instructor and participants will workshop a case study to design the front-end and back-end evaluation of a hypothetical PD campaign.
Module 4 | PD Performance and Measurement: Case Studies
Participants will review insights and lessons learned from four PD evaluation case studies in the areas of policy advocacy, cultural exchange, international broadcasting, and nation branding followed by a capstone discussion.
Module 5 | Understanding 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.
Module 6 | 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 social media sources, including Twitter, Facebook and Instagram. In this session, participants will engage in hands-on collection and analysis of data with the goal to identify factors that can enhance the coherence, authenticity and resonance of digital campaigns.
Module 7 | Network Analysis
How to reach out to target audiences and maximize your influence online? Learn how to build and manage connected networks of target audiences of relevance for your institution using social network analysis and visualization techniques. In this session, participants will acquire the necessary skills for analyzing and profiling their follower base as well as for expanding their online network in a manner suitable to their policy objectives.
Module 8 | 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. We will examine the use of public diplomacy tools in short term messaging as well as the role of audience opinions and beliefs in shaping overall narrative direction. Key concepts include information acquisition trends, short-term advocacy and outreach techniques, target audience assessment, the role of stakeholders in message development, and the impact of quality, quantity and timing of information sharing on message credibility and influence.
Module 9 | 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.
Group Workshop Session
Participants will work in groups to present a campaign idea using the framework and tools provided, which include attention to stakeholders/influencers, data analysis and synthesis, and storytelling for demonstrating strategic insights. Campaigns will be determined based participant submissions.
Closing session and Evaluations