Hello, my name is Maureen Taylor, I'm a Professor at the University of Technology Sydney.
Many organisations have had to change everything, everything from business as usual, to how they
communicate with employees.
Organisations are using Strategic Communication to build awareness, to create positive attitudes
and then to help people on behaviour change.
So in some ways, this is a really exciting time to be studying Communication
because students will learn about how to anticipate change, how to communicate change,
and how to measure the outcomes of the change.
We've been asked by the WHO, to help them on their Strategic Communication as they
respond to the global pandemic.
The WHO has traditionally had its target publics, the member nations,
and the ministries of health in each country where they work.
And with the pandemic, they identified the need to actually reach out to the public.
And so for this first time they were actually developing, through social media and through media relations,
a ways to engage and interact with the public.
Every organisation strives to build, sustain and to improve it's brand, right?
Our brand is our reputation, it's how people know us.
And COVID-19, has created both challenges and opportunities for brands.
From where its employees work, to the products and services that it sells.
And so every organisation needs to take this pause, right?
And I call this 'the pause' when I teach. This has been a pause.
Especially March, April, May. When everything sort of slowed down.
It was our opportunity at the organisational level, to rethink some of our 'business as usual'.
And to envision what we might do in the future.
So I actually believe the organisation that treat this pause as an opportunity to rethink what they do,
and more importantly their communication and their relationships with others,
they're going to be really well-suited to what happens in the post-COVID era.
And the Communication function has such an important role to play in this.
This is why I think theory matters so much,
communication theory and the ideas of the thereotical frameworks about culture,
matter because they're being used right now, to help create messaging that will help people be safer.
Culture and language matter so much.
Today, a Tweet that's written in English, might have a different meaning in say Spanish, or Arabic.
The COVID-19 pandemic is a global crisis, and every culture interprets messages and relationships differently.
So every single message has to be thought about, how it's going to be translated into another language,
and what's it going to draw upon around cultural practices and values.
The Public Communications and Strategic Communication curriculum at UTS is
really based in the industry, and the Communications Sector.
So we're constantly revising the class, to make it more relevant for the people who take it.
If you are looking to enter the Communications Field, and you're looking at roles across
Public Relations, Advertising and Marketing,
our Master of Strategic Communication would be an excellent choice for you.
Students join our program with a variety of backgrounds,
and learn about Strategic Communication strategy and research.
If you're looking to enter the Communication Field, and you're applying for jobs right now that
require Communication experience, then our Master of Strategic Communication would be
right for you.
If you don't have any work experience in Communication, and you want to apply for
Communication-related roles,
then our Master of Strategic Communication would be excellent for you.
You would learn about the different research areas, and the different areas of practice
in the Communication field.
If you are looking to develop your competencies in areas such as employee communication,
internal communication, crisis communication, or digital and social media,
our Master of Strategic Communication would be an excellent choice for you.