Recognizing the complex nature of the modern media landscape, strategic communications professionals actively work to develop insightful communications plans that engage audiences, build brands and drive change within the organization. The field of strategic communications takes a data-driven approach to organizational communication that requires professionals to develop advanced, industry-specific skills to achieve desired results.
Skills Gained in a Master's in Strategic Communications
Compared to a traditional communication master's degree program, the master's in strategic communications takes a more analytical and insightful approach to developing internal and external communications strategies. In an age when data drives decision-making in most industries, the skills developed through a strategic communications master's degree are more relevant and applicable than many emphasized in other generic degree programs.
Below are the skills underscored throughout the master's in strategic communications coursework and program — all of which are transferable to any communications, marketing, branding, advertising or public relations position.
Analytical and Research Skills
Rooted in data and analysis, this degree program emphasizes the importance of conducting thorough and effective market research in order to create impactful communications strategies for any organization. Students who graduate with a master's in strategic communications will be able to prioritize informed decision-making within the organizational setting, which entails the process of using data to understand the target audience and develop strategic communications plans.
Some of the analytical and research skills covered throughout the master's degree coursework include:
- Qualitative research methods – This is the process of conducting interviews, leading focus groups and launching ethnographic studies to gain insight into audience behaviors.
- Quantitative research methods – This process involves designing surveys and experiments that generate data that can be analyzed. Students have the opportunity to use advanced software tools to complete statistical analysis.
- Data interpretation – This is the process of evaluating and analyzing research findings to create actionable strategies. Students will learn how to critically evaluate sources and confirm that information is credible before utilizing data as part of a strategic communications plan.
Strategic Planning and Message Development
In recent years, there has been a significant emphasis on branding, with organizations across all industries working to develop a brand that audiences want to engage with and feel loyal to. Messaging is the key to successfully establishing a brand — highlighting the importance of crafting effective and consistent communication strategies for an organization.
This degree program ensures graduates become proficient in strategic thinking and message framing skills, allowing them to learn how to align communication objectives with organizational goals and create audience segmentation strategies for different stakeholders within the organization.
- Strategic thinking – This involves analyzing internal and external factors that may impact communications strategies. Students become proficient in SWOT analysis, outlining the strengths, weaknesses, opportunities and threats of an individual plan or strategy.
- Message framing – This is the process of developing clear, consistent and persuasive messages that align with the brand identity. Students will learn how to develop and implement effective storytelling techniques that improve messaging and increase engagement with the target audience.
Leadership and Team Collaboration Skills
Leadership development and team collaboration play a pivotal part in any master's in strategic communications curriculum. The goal of this advanced degree program is to provide experienced communications and public relations professionals with the industry-specific skills required to elevate their career, which is why there is an emphasis on strategic leadership development.
This degree program prepares graduates to not only actively participate in developing strategic communications plans but also lead communication initiatives by planning, executing and overseeing projects. They gain the experience and insight necessary to assess the risks of any communications plan and prioritize informed decision-making within an organization.
Throughout this program, students will learn a variety of strategic leadership skills and techniques, with coursework often focusing on:
- Leadership techniques – By covering the fundamental principles and theories of leadership, this degree program helps students learn how to motivate and guide communications teams as they work toward common goals. Conflict resolution and negotiation skills are prioritized within the curriculum, equipping graduates with the intuition and insight needed to navigate complex work environments.
- Collaborative work – Communications and marketing teams frequently collaborate with other departments to achieve common goals. Recognizing this, the strategic communication master's degree provides students with opportunities to engage in collaborative work that prepares them for leadership positions, where they will be required to work in diverse teams as they solve complex problems in their industry.
- Building professional relationships – Students have the opportunity to begin developing and expanding their professional network throughout their degree program. Not only do they have the chance to work directly with faculty members who are industry experts, but they may also network with alumni who can showcase the potential opportunities in the field. By building these professional relationships, graduates are able to more effectively navigate the modern communications landscape that hinges heavily on networking and industry connections.
Enhanced Writing and Presentation Skills
Despite the fact that many communications strategies rely on leveraging advanced software, collecting relevant data and effectively analyzing information to create insightful strategies, writing remains the foundation of the communications and public relations industry.
Through a strategic communication master's degree program, students expand upon their written and verbal communication skills to craft press releases, relevant reports and engaging marketing materials. In addition, they will become more familiar and comfortable delivering presentations and speaking in public — essential skills for those who want to pursue leadership positions in the communications field.
The coursework for this degree program allows students to hone their:
- Professional writing skills – Defined as the writing skills required to create professional communications, professional writing skills allow an individual to adapt their tone and style based on the needs of a given audience and platform. Those who are proficient in professional writing can also edit and proofread for clarity and impact, ensuring that all communications delivered are clear, concise and reflective of the brand's mission.
- Presentation skills – Graduates will be equipped with the skills necessary to design engaging presentations for both internal and external audiences. They learn techniques for persuasive speaking and effective storytelling, in turn enabling them to create and give more impactful presentations.
Cultural Competency and Global Perspective
Communications professionals at all levels and across industries must recognize the importance of being culturally competent, aware and responsive. In an increasingly diverse professional landscape, having a global perspective and the ability to navigate global communication challenges is essential.
As students complete the coursework requirements for the master's in strategic communications degree, they can begin to understand and respect the cultural differences that exist throughout the world and develop adaptive strategies for international audiences.
According to the Intercultural Development Research Institute, aspiring communications professionals should prioritize intercultural communication. Defined as the ability to successfully communicate across diverse cultures, intercultural communication applies to both domestic and international cultural differences. By actively studying communication practices across all cultures, students can become proficient in cultural norms and avoid miscommunication issues in the future.
Ethical and Legal Knowledge in Communication
Strategic communications professionals hoping to pursue leadership positions within their field will also need to be familiar with the ethical and legal implications within the industry. Graduates of the master's in strategic communications program emerge with an advanced understanding of the codes of ethics in communications as well as laws related to libel, slander and defamation, with greater proficiency in:
- Ethical decision-making – As the process of strategically analyzing situations to make morally sound choices, ethical decision-making is critical to developing culturally aware and responsive communications strategies.
- Legal awareness – Graduates leave the program with an extensive understanding of the legal implications of communications strategies, helping them add value and insight to their organizations.
Measurement and Evaluation Techniques
The curriculum for the strategic communication master's degree extends beyond equipping graduates with the skills required to develop actionable communications plans; it also allows them to understand how to measure and evaluate the effectiveness of their strategies.
Graduates may assess the impact of their communication efforts by:
- Setting measurable objectives – Students learn the importance of defining clear key performance indicators (KPIs) and metrics when developing and implementing their communications strategies in order to track progress along the way.
- Evaluation methods – Graduates can work with the most advanced tools and frameworks for assessment throughout the program, helping ensure they can effectively evaluate their communications plans in the future.
- Reporting results – While refining their presentation skills, students learn how to best present their findings to key stakeholders in a format that is both engaging and relatable.
Stay Ahead in the Evolving Field of Strategic Communication at UMN
Designed to offer the same rigor as an MBA program, the Professional Master of Arts in Strategic Communication degree at the University of Minnesota emphasizes creativity and analytical thinking so that professionals in public relations, advertising and communications may develop the niche skills required to advance their careers. Our master’s in strategic communications program offers an insightful and relevant curriculum for experienced professionals looking to elevate their careers. All courses are taught by expert faculty members with significant industry experience, allowing students to benefit from world-class instruction as they expand their own professional networks.
Request more information about our strategic communication master’s degree programs today.
