Public Communications

Brief summary of the course

Students will learn various communication models and their features, as well as test themselves on both personal communication level (preparation and approbation of their speech scripts, writing anti-crisis strategies), and on interpersonal communication level (working in groups, anti-crisis strategizing in teams). As part of the personal communication approbation, students will have the opportunity to practice in oral communication (speech) and in written formats (script writing).
We will take a closer look at auto-communication, pseudo-communication, pathogenic communication, anti-crisis communication, as well as the entire arsenal of techniques and special effects that various communicators successfully combined in their speeches. Therefore, we will consider the communicative strategies of Socrates, Jesus, M. L. King, S. Jobs, N. Duarte, S. P. Lavette, S. Fink, P. Parker, famous TED speakers, and others. We will look at “slideology” and functional visualization of performances. All student performances will be recorded and we will diagnose the recordings according to the algorithm provided by the lecturer.
Therefore, the course aims to demonstrate to the students a diversity and colorfulness of communication, to teach students how to successfully use a rich palette of communication techniques, as well as to work on being a professional communicator in monologues and polylogues either on personal or interpersonal levels.

Learning outcomes

As a result of studying the academic discipline, the student will know:
● Communication etymology, genesis, semantics, and models;
● Typology of communication models, their features, and arsenal of techniques;
● Communicative effects, strategies, methods, canons, etc.;
● Methodology for diagnosing speech scenarios, written texts, anti-crisis plans, etc.;
● Algorithms for preparing speeches, anti-crisis concepts, and team reports;
● Principles and features of written communication (in the selected genre).

And will be able to:
● Communicate effectively, argue one’s position, use modern information and
communication technologies in the field of computer science and related fields,
● Communicate clearly and effectively on professional topics, discuss academic issues
and research results, plans, development strategies, etc.;
● Distinguish types of communication and their techniques and apply them in their
professional activities;
● Work with the text at different levels (content, structure, style, etc.);
● Prepare and deliver reports;
● Expose pathogenic communications, and verify content;
● Work in a team, record the results of the discussion, and prepare a report;
● Write and improve texts (in various formats);
● Analyze cases from the standpoint of communicative theories and practices.

Course plan

1. (ANTI)crisis communications
Definition and markers of a crisis. Typology of crises. Why a problem is not a crisis. The
importance of the formula: “Not if, but when”. Predictability of crises. Crisis reputation
management: purpose, goals, objectives, optics, preventive measures. Dynamics of behavior in
crisis situations. Crisis cycles. Crisis resolution timeline. Dark side mode and its features. 10
steps of crisis management. CAP rule. Crisis communication strategies, taboos, Pepsi case.
“Airbag” from crisis agencies. Crisis as a disease, stages. Crisis as a new opportunity.
Examples of agencies and courses.
2. Solving anti-crisis cases
Four real-life cases: choice of tactics and strategies, speaker and channel(s), argumentation
and facts. Crisis vs. problem. A proactive position. Discourse as an airbag: raising the issue vs.
making excuses. Shifting attention as a negative tactic. Consideration of all segments of the
target audience involved in the crisis. Inappropriate solutions (bonuses, barter, reporting, etc.).
What is hidden behind the “mission”. Why ambiguity of metaphors is dangerous. When humor is
appropriate. Why the “unfortunately” position is not productive.
3. The basics of eloquence. Keys to successful public speaking
Keys to quality communication. Addressee, resonance and audience segmentation. Message.
The channel. Effect. Lasswell’s model. Scatter and dialog models. The potential of silence.
Tactile language. Segmentation of the audience.
4. Diagnosis of scenarios. Kinesics and proxemics
Correlation of basic elements: topic + idea + message. The topic is not an idea. Definition of the
target audience. Segmentation of the target audience. Adjusting messages for each segment of
the target audience. Adaptation of content to the target audience. Rhetorical canon:
extrapolation to speeches. Invention: choosing a topic (relevance, relevance, validity).
Disposition: structuring the speech. The problem of the beginning. The problem of the ending.
Memoria: the art of remembering.
5. Written communication
Motivation letter. Project Statement. Cover letter. Problem essay. Features, content, messages,
structure, vocabulary, style, artistic means, effects, “home work”, re-reading, expert feedback,
examples, essay catalog, author’s handwriting, creativity.
6. Interpersonal communication
Interpersonal, group and mass communication. Interaction in pairs. Strategies:
complementation, antagonism, mosaic of replicas, etc. Complication of interaction: triple
interaction (speaker-speaker, speaker-audience, speaker-slides). Leaders of beliefs. Imitation
and conformism. Decontextualization, propaganda. Pathogenic communication, trolling and
fact-checking. Synergy of group communication. Focus group method. Method of discussion
and debate. The method of brainstorming. The method of six hats. Distribution of
responsibilities, moderation, recording of results. Time management. Conflicts in communication
and their resolution. How to create a team from a group: effective team building.

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