Global Education Oregon Menu

For much of the past century, strategic communications have largely reflected local sensibilities. Radio and television disseminated local knowledge while advertising encouraged consumers to buy national products. Today, this process has become more global in nature. Advertising and PR practitioners play an active role in re-defining community based less on fixed spatial concepts and more on global patterns of consumption. In such a diverse landscape, advertisers and public relations practitioners must craft a range of messages intended to reach audiences living in diverse parts of the world. In this class, we will learn how to construct strategic campaigns intended for global audiences. In the first part of the class, we focus on cultural considerations and the shared values that may unite audiences. In the second part of the class we focus on messaging and creative strategy, finding ways to unite audiences while respecting local values and traditions.