Digital Engagement

The need for professionals competent in both technology and communication is growing, particularly in the fields of public relations and digital engagement. Successful digital engagement is driven by a strong understanding of what makes a powerful narrative and how it is best repeated across audiences leveraging digital platforms; i.e. how to tell a story using words, images, or audio and an understanding of how to create content that draws an audience. In order to accomplish this, professionals must have knowledge and expertise in audience research and data mining, skills in writing and visual communication, an understanding of the impact of mediated communication, and technical skills such as web and mobile development.  This combination of skills and knowledge has become an expectation of many traditional communication positions.  Fortune 500 Chief Communication Officers report that hiring staff with skills in digital PR, storytelling and writing is a top priority (Chief Communications Officer’s Role Expands as Social Media Threat Grows, PR News, 2015).  This certificate allows students to increase their understanding and skills in these areas into a knowledge base well suited for careers within a wide range of IT and digital perspectives.