Advanced Strategic Communication
COMM 4051 / 5051 (online)
Fall 2024
What is strategic communication?
Strategic communication is the planning, research, publicity, promotion, and collaborative decision-making to help any organization’s ability to listen to, appreciate, and respond appropriately to those persons and groups whose mutually beneficial relationships the organization needs to foster as it strives to achieve its mission and vision.
What will I learn in this class?
By the end of the course, students will be able to demonstrate an ability to:
- Use the 10 steps of strategic communication planning to address organizational communication issues.
- Conduct secondary and primary research in the development of a public relations plan.
- Understand the ethical and theoretical issues surrounding the development of a public relations plan.
- Develop a comprehensive public relations proposal.
- Present a public relations proposal to a client.
- Conduct professional communication in a principled and effective manner.
- Create new media content that gains attention and sparks action.
- Pitch reporters.
When does the class meet?
COMM 4051 / 5051 is a fully online course. Optional Zoom meetings will occasionally occur on Thursdays from 2:00 pm to 3:15 pm.
Is there a prerequisite?
Yes. COMM 2051 Introduction to Strategic Communication or COMM 2071 Media Writing Skills. However, students who have significant professional communication experience may be able to enroll - contact the Instructor.
Is there group work?
No. Students will work individually on the course's major assignment: a strategic communication plan for CU Denver’s Office of Global Education. Group activities may occur during class sessions.
What requirements does the class count for?
- The course is a designated “Exit Course” in the Department of Communication.
- The course counts for both the undergraduate and graduate CU Denver Certificate in Strategic Communication.
- The course helps prepare students for the Public Relations Society of America's Certificate in Principles of Public Relations.
Who is the instructor?
Dr. Hamilton Bean is Professor and Chair of the Department of Communication. He is Accredited in Public Relations (APR) by the Public Relations Society of America (PRSA) and has conducted strategic communication activities on behalf of Fortune 500 corporations and nonprofit organizations. His students have landed positions in public relations and advertising agencies, started their own companies, and earned media coverage in local, national, and international outlets for a variety of commercial, government, and nonprofit organizations.
Praise from students
“Hamilton is one of the most kind and empathetic professors I’ve met. There were times I was unable to hand in assignments on time because I am a full time student and have a full time job. Hamilton never shamed me about those assignments and instead reached out to me asking how he can help. He builds up his students and always made me feel welcomed. He deserves very high praise.” – Anonymous Student, Fall 2023
“The instructor feedback was incredibly helpful, and I felt like I was able to grow and think more critically about my work. The weekly participation assignments helped keep me on track during the semester.” – Anonymous Student, Fall 2023
How can I contact the Instructor to learn more?
Dr. Hamilton Bean - 3010 Student Commons
hamilton.bean@ucdenver.edu / 303.315.1909
clas.ucdenver.edu/communication