PR & SOCIAL MEDIA CAMPAIGNTaught an undergraduate-level class that focuses on how to provide strategic counsel to organizations based on an understanding of core concepts of public relations and social media, as well as about why, how and when to use social media tools. Examples of the key techniques we emphasized in this class included market segmentation, brand persona, creative engagement in brand communities, and key metrics for measuring the effectiveness of social media campaigns. |
MEDIA EFFECTSTaught undergraduate- and master-level classes with a focus on major theoretical perspectives media practitioners often use to construct, exert the influences of the mass media on the pubic (e.g., agenda-setting theory, priming theory, social cognitive theory) as well as the methods we can employ to test such effects (e.g., content analysis, surveys, experiments, longitudinal studies) will be discussed. |