JOUR 4820 - Strategic Communication Management for Advertising and PR Professionals

• Become comfortable with the reality that you won’t always have the right answer and learn how to address the best approach given the situation.
• Build on your ability to work as a team and improve your interpersonal skills.
• Build skills for working with creative media account planners, researchers, and other experts in traditional and specialty agencies.
• Develop an understanding of what advertising and public relations agencies do and the critical role of the account manager.
• Develop an understanding of what constitutes a healthy client-agency relationship by learning how to achieve it and how to manage it.
• Equip yourself with a set of tools to deal with the challenges and opportunities you will encounter as you progress in an agency position.
• Familiarize yourself with the language used within the advertising and public relations business and the lingo for the account manager.
• Instill an understanding and appreciation for the personal traits that define success in account services.
• Learn how to think through advertising, communication, and client management problems.
• Strengthen your writing skills by creating documents commonly used in advertising, public relations, and interactive agencies.