Political Communication Course

Lesson 1 • Core Theoretical Frameworks

Introduce agenda-setting, framing, priming, and persuasion theories. Students apply these lenses to analyse real political messages.

Lesson 2 • Historical Development of the Field

Trace political communication from ancient rhetoric to digital-age campaigning. Provide context for understanding how current practices evolved.

Lesson 3 • Communication Channels and Ecosystems

Map traditional, digital, and interpersonal channels used in political contexts. Connect channel choice to audience reach and message fidelity.

Lesson 1 • Segmentation Models and Targeting

Apply geographic, behavioural, and attitudinal segmentation to political contexts. Students select appropriate segments for specific communication objectives.

Lesson 2 • Tailoring Messages to Segments

Translate audience profiles into segment-specific message adaptations. Reinforce framing skills from Chapter 2 within a targeting context.

Lesson 3 • Understanding Political Audiences

Define audience types and their roles in political communication. Establish why audience knowledge is prerequisite to effective messaging.

Lesson 1 • Anatomy of a Political Message

Break down the structural components of effective political messages. Connect message architecture to audience comprehension and recall.

Lesson 2 • Message Testing and Iteration

Introduce qualitative and quantitative methods for testing message resonance before deployment. Build a feedback loop between message creation and audience response.

Lesson 3 • Narrative and Storytelling in Politics

Examine how political actors use narrative arcs and character roles to build support. Connect storytelling to emotional engagement and identity.

Lesson 1 • Press Releases and Media Materials

Teach the craft of writing press releases, advisories, and media kits. Students produce materials that meet journalistic standards and drive coverage.

Lesson 2 • Earned Media Strategy

Develop a strategic approach to generating and sustaining earned media coverage. Connect press tactics to broader campaign communication goals.

Lesson 3 • Building and Managing Press Relationships

Cover proactive relationship-building with journalists and media outlets. Connect trust-based relationships to favourable and accurate coverage.

Lesson 4 • Press Conferences and Briefings

Prepare students to plan and execute press conferences and spokesperson briefings. Integrate messaging discipline with live media interaction skills.

Lesson 1 • Analytics and Digital Performance

Build skills in reading digital analytics dashboards and deriving actionable insights. Close the loop between digital execution and strategic adjustment.

Lesson 2 • Digital Advertising for Political Campaigns

Introduce paid digital advertising formats, targeting options, and compliance requirements. Students design ad campaigns aligned with audience segments from Chapter 3.

Lesson 3 • Social Media Content Strategy

Cover content planning, format selection, and posting cadence for political social media. Connect content decisions to engagement and reach objectives.

Lesson 4 • Digital Landscape for Political Actors

Map the current digital ecosystem and its implications for political communication. Establish platform literacy as a prerequisite for digital strategy.

Lesson 1 • Television and Radio Political Advertising

Cover broadcast ad formats, production considerations, and airtime buying. Students analyse effective and ineffective broadcast political spots.

Lesson 2 • Paid Media in Political Campaigns

Define the role of paid media within the broader communication mix. Connect advertising investment to specific campaign objectives and voter contact goals.

Lesson 3 • Out-of-Home and Print Advertising

Examine billboards, direct mail, and print formats in political contexts. Connect physical media to geographic targeting and voter contact strategies.

Lesson 4 • Creative Development and Production

Guide students through the creative brief, production process, and quality review for political ads. Reinforce messaging discipline from Chapter 2 in a production context.

Lesson 1 • Rapid Response Communication

Teach the principles and mechanics of rapid response in breaking political situations. Students practise drafting responses under simulated time pressure.

Lesson 2 • Nature of Political Communication Crises

Define what constitutes a political crisis and how crises escalate through media and public channels. Establish a typology students use throughout the chapter.

Lesson 3 • Crisis Preparedness and Planning

Cover pre-crisis vulnerability audits, scenario planning, and crisis team structures. Proactive preparation reduces response time and message inconsistency.

Lesson 4 • Spokesperson Performance Under Pressure

Prepare spokespeople to deliver consistent, credible messages during hostile media scrutiny. Integrate media relations skills from Chapter 4 in a crisis context.

Lesson 1 • Developing the Core Message Platform

Guide students to build a unified message platform that anchors all campaign communication. Synthesise framing, narrative, and audience insights from earlier chapters.

Lesson 2 • Presenting and Defending the Strategic Plan

Prepare students to present their strategic plans to decision-makers and respond to challenges. Develop professional communication skills essential for practitioner roles.

Lesson 3 • Integrated Channel and Tactics Planning

Translate strategic objectives into a coordinated multi-channel tactics plan. Integrate digital, paid, earned, and grassroots channels into a unified schedule.

Lesson 4 • Measurement and Evaluation Framework

Build a results-measurement framework tied to communication objectives. Students define KPIs, data sources, and reporting cadences for their plans.