LOS ANGELES—The USC Annenberg School for Communication is launching a new graduate course, Strategies of Influence: Managing Message, Reputation, Brand and Buzz, based on the landmark classification system developed by former public relations executive and author of The Elements of Influence Alan Kelly.
The course will be taught through a combination of on-site and virtual lectures as part of USC’s pioneering distance learning initiative, by lead instructor Kelly, a veteran technology consultant and currently a strategist based in the Washington, D.C., area, via two-way and interactive web technologies. Professor Jerry Swerling, director of public relations studies at USC Annenberg, will provide on-site instruction and support.
Designed for pre-professional masters track students in public relations, communication, and journalism as well as marketing and political science, the syllabus is based on the influence theory researched and developed by Kelly for predicting and analyzing moves and countermoves of organizations and people in business, politics and entertainment.
Using case-based analysis, strategy mapping exercises, and game-based teaching techniques, students will hone their abilities to analyze public relations programs, marketing promotions, sales initiatives, political campaigns and even information warfare, as well as to predict their consequences.