Turnbull Portland Center

Past Workshops in Strategic Communication

Strategic Creativity: Making Leading Ideas for a Changing Marketplace

Spring term 2008: In a world of ideas, how does one grow and maintain creative ability? Where do creative communication and marketing professionals find new ideas for successful projects and programs?

Strategic Creativity, the spring term, two-credit, professional workshop at the UO Turnbull Center in Portland, is founded on a core idea: that creativity is the most important professional asset of the 21st century, unlike any other in a professional arsenal. The class will explore creativity for a marketplace looking for:

-- Innovation and new ideas
-- New ways of developing creative problem-solving techniques with a strategic emphasis
-- Creative solutions to communication problems in the entrepreneurial world

The course includes two projects (and a short reading list), and students will create a professional resource guide for solving brand and communication problems. Topics in the class include: creative generating techniques, idea and brand mapping, understanding the process of innovation, and discussions of intersects between personal and professional creativity. Projects include: ideabooks, idea-mapping, and creating strategic frameworks for brand problem solving.

Strategic Creativity is taught by UO professor Deborah Morrison, who is returning to Portland to teach this class as a follow-on to last year’s popular Creativity as a Professional Asset workshop. Morrison is the UO SOJC’s Chambers Distinguished Professor of Advertising, and she is highly regarded for her expertise with brands, and her ability to bring out the best in her students. Her class is tailor-made for Portland-area professionals in advertising, public relations, brand management, and allied communications fields such as marketing, corporate communication and organizational communication.

The workshop meets on three consecutive Saturday mornings beginning April 19, 2008. The dates / hours are:

Saturday, April 19 (10am - 3pm): Personal + Professional Creativity
Saturday, April 26 (10am – 3pm): Generating + Transformational Techniques
Saturday, May 3 (10am – 3pm): Problem-Solving for the Marketplace

Workshop credit may be applied toward the Portland-based Professional Master's in Strategic Communication program for students who subsequently seek admission, or for students who are already enrolled in the master’s program. Workshop participants may also register for a non-credit option at a lower cost.

To receive UO graduate credit for the course, register here:

https://center.uoregon.edu/webcart/course_desc.php?CourseKey=539352

To register for a lower-cost version of course and receive NO graduate credit, click here:

https://center.uoregon.edu/webcart/course_desc.php?CourseKey=539354

To register by phone, call UO Continuing Education toll free at 800-824-2714 or 541-346-4231 from 8:00 a.m. to 5:00 p.m., Monday through Friday. A registration specialist will assist you.

Note: Students currently admitted to the professional master's program should contact Petra Hagen for registration information: phagen@uoregon.edu.

The class is offered at the UO Turnbull Center’s new location in Old Town / Chinatown (along the Max line, with ample parking available in several nearby garages / lots).

Address: 70 NW Couch St., Portland (third floor, just below the famous “Made in Oregon” sign).

For more information about the workshop or master's program, contact Seth Walker, UO Turnbull Center program coordinator: 503-725-9073; seth@uoregon.edu. For more information about the Turnbull Center, contact Zanne Miller, SOJC director of communication, 541-346-2519; zanne@uoregon.edu.

International Strategic Campaigns

Lightning-fast technology has forever changed the way the world communicates and does business. What does this mean for the modern public relations practitioner? The winter 2008 professional workshop at the Turnbull Portland Center – International Strategic Campaigns – will explore this question. Renowned UO School of Journalism and Communication professor Pat Curtin, the endowed chair of the school’s public relations sequence and author of a new book on international public relations and strategic campaigns, will teach the course. Students will learn how to better work with and target members of other cultures both at home and abroad in a number of campaign settings – advertising, marketing, public relations, and health information, to name a few.

COURSE OUTLINE, SCHEDULE
Week 1: This class introduces participants to the challenges of international strategic campaigns, including conflicting definitions and cultural assumptions. Students will examine the work of comparative cultural theorists such as Hall and Hofstede. Students will look at differing global institutions and their efforts, including multinational corporations, sports, travel and tourism, international nongovernmental organizations, and trade associations. The class will use a variety of case studies to introduce the issues involved in international work.

Week 2: This class provides a more in-depth look at various regions of the world: Europe, Eastern Europe, Eastern Asian, Southwest Asia, the Middle East, Africa, and South America. Students will examine how to construct campaigns using the “circuit of culture.” The class will discuss regulatory issues, issues of campaign construction, target audiences, and how campaigns take shape in an international environment. Students will use a historical case, the World Health Organization’s campaign to eradicate smallpox, to illustrate the parts of the circuit and how they can be used to guide campaign development.

Week 3: This class gets to the heart of technological, globalization, and ethical issues. The class will examine appropriate technology (i.e., media and interpersonal channels), the global/local nexus, and the implications for practice. Students will examine case studies involving a number of multinational corporations, international nongovernmental organizations, sports, and travel and tourism industries such as IKEA, Mattel, CARE, the Beijing Olympics, and ecotourism in the Galapagos.

The workshop meets on three consecutive Saturday mornings beginning February 9, 2008. The days/hours are:

February 9: 10:00am – 2:00pm
February 16: 10:00am – 2:00pm
February 23: 10:00am – 2:00pm

REGISTRATION
Workshop credit may be applied toward the Portland-based Professional Master's in Strategic Communication program for students who subsequently seek admission, or for students who are already enrolled in the master’s program. Workshop participants may also register for a non-credit option at a lower cost.
To receive UO graduate credit for the course, register here: https://center.uoregon.edu/webcart/course_desc.php?CourseKey=533486
To register for a lower-cost version of course and receive NO graduate credit, click here:
https://center.uoregon.edu/webcart/course_desc.php?CourseKey=533488
To register by phone, call UO Continuing Education toll free at 800-824-2714 or 541-346-4231 from 8:00 a.m. to 5:00 p.m., Monday through Friday. A registration specialist will assist you.
Note: Students currently admitted to the professional master's program should contact Petra Hagen for registration information: phagen@uoregon.edu.
The class will be offered at the UO Turnbull Center at Second Ave. and Yamhill in downtown Portland (right on the Max line, with ample parking available in several nearby garages).
For more information about the workshop or master's program, contact Seth Walker, UO Turnbull Center program coordinator: 503-725-9073; seth@uoregon.edu. For more information about the Turnbull Center, contact Zanne Miller, SOJC director of communication, 541-346-2519; zanne@uoregon.edu.

Corporate Social Responsibility Professional Workshop

October 2007: Today, a variety of stakeholders -- consumers, employees, investors, governments, communities -- are interested in an organization’s commitment to socially responsible business practices. Corporate Social Responsibility: Best Practices and New Ideas will examine the concept of CSR, discuss its benefits and criticisms, and identify best practices. The Saturday workshop will include case studies that explore how businesses develop and communicate CSR plans. The course at the UO Turnbull Center in downtown Portland is taught by award-winning UO School of Journalism and Communication Associate Professor Kim Sheehan.

Workshop participants will read selections from the Harvard Business Review on Corporate Responsibility and have the opportunity to develop their own recommendations regarding a CSR plan for their firm or one of their clients.

COURSE OUTLINE, SCHEDULE

Week 1: What is Corporate Social Responsibility: definitions of CSR, cause-related marketing, corporate social marketing, corporate philanthropy and socially responsible business practices. Also: A framework for developing a program -- marketing and CSR.

Week 2: Half-day panel with industry guests providing case studies. This includes discussion/lecture on consumer reactions, measuring outcomes, the virtue matrix, and new approaches to developing CSR.

Week 3: Participant presentations on CSR recommendations and discussions.

The workshop meets on three consecutive Saturday mornings beginning October 20. The days/hours are:

October 20: 8:30 - 11:30am
October 27: 8:30 - 3:30pm
November 3: 8:30 - 11:30am

REGISTRATION

Workshop credit may be applied toward the Portland-based Professional Master's in Strategic Communication program for students who subsequently seek admission. Workshop participants also now have the option to register for a non-credit option at a lower cost.

To receive UO graduate credit for the course, register here:
https://center.uoregon.edu/webcart/course_desc.php?CourseKey=527014

To register for a lower-cost version of course and receive NO graduate credit, click here:
https://center.uoregon.edu/webcart/course_desc.php?CourseKey=527019

To register by phone, call UO Continuing Education toll free at 800-824-2714 or 541-346-4231 from 8:00 a.m. to 5:00 p.m., Monday through Friday. A registration specialist will assist you.

Note: Students currently admitted to the professional master's program should contact Petra Hagen for registration information: phagen@uoregon.edu.

The class will be offered at the UO Turnbull Center at Second Ave. and Yamhill in downtown Portland (right on the Max line, with ample parking available in several nearby garages).

Crisis Communication

Begins Monday, September 25:

NASA to participate in Crisis Communication workshop offered at George S. Turnbull Portland Center

A representative from NASA’s public affairs staff will participate in the Crisis Communication Workshop that begins at the Turnbull Portland Center September 25.

The NASA representative will join workshop participants via teleconference to discuss communication in high-risk, emergency and crisis situations.

In another session of the workshop, participants will be joined by the chief public information officer for the federal Southeastern Area Interagency Incident Management Team that took command of Oregon's recent Black Crater Fire, a first-priority national emergency resulting in the evacuation of nearly 500 people near Sisters, Oregon.

Tom Hagley, a veteran public relations practitioner, author, and instructor with more than 30 years experience, will lead the workshop, which will be held on Monday evenings at the George S. Turnbull Portland Center.

“It is very appropriate for the Turnbull Center to unite these participants to show off a model of extraordinary coordination, collaboration and cooperation,” Hagley says.

Hagley has planned a number of guests for the workshop, which is geared toward working communications professionals. Workshop participants will study various aspects of crisis communication through diverse case situations.

“Crisis Communication,” which will be offered Monday evenings beginning September 25, is the first of three Strategic Communication workshops to be offered during the 2006-07 school year at the Turnbull Center Center.

Other workshops offered this year include “Strategic Communications for Social Purposes Organizations,” taught by Jennifer Gilstrap Hearn, senior director at Portland’s Metropolitan Group; and “Creativity as a Professional Asset,” taught by the SOJC’s Chambers Distinguished Professor of Advertising, Deborah Morrison.

Workshops will be applicable to the professional master’s in strategic communications planned for fall 2007. Classes run from 5:00 - 7:50pm and are offered at the UO Turnbull Center at Second Ave. and Yamhill in the heart of downtown (right on the Max line, with ample parking available in several nearby garages).

For more information about the workshops, contact Seth Walker, UO Turnbull Center program coordinator: seth@uoregon.edu, or 503-725-9073. For more information about the Turnbull Center, contact Zanne Miller, SOJC director of communication, (541) 346-2519; zanne@uoregon.edu.

Online Communities and Consumer-Generated Media

Winter Workshop Registration Now Available

A two-credit winter workshop offered at the Turnbull Center this winter will examine the rise of online communities and social networks such as MySpace and YouTube in strategic communication. This for-credit workshop will explore a range of questions: What is the role of online communities in contemporary strategic communication? How do today's cutting-edge marketers use social networks to build brands? What are the ethical issues in marketing to these communities?

The workshop is appropriate for Portland’s marketing, public relations and advertising professionals, as well as students and the general public. The instructors for the course are UO SOJC Professor and Associate Dean Al Stavitsky, Ph.D., and Mason Yost, a UO SOJC instructor and independent strategic consultant.

The workshop meets on five consecutive Monday evenings beginning January 22, and credit is applicable to the upcoming Professional Master's Degree Program in Strategic Communication, beginning in fall term 2007.

The workshop outline:
Week 1: Convergence and Community: A conceptual framework
Week 2: How Communities Build Brands, and Vice Versa
Week 3: The MySpace Phenomenon: Understanding Text-Based CGM
Week 4: Of Podcasts and YouTube: Multi-media CGM
Week 5: The Ethics of CGM: Audiences, Messages, Transparency

Classes run from 5:00 -7:50pm and are offered at the UO Turnbull Center at Second Ave. and Yamhill in the heart of downtown (right on the Max line, with ample parking available in several nearby garages).

For more information about the workshops, contact Seth Walker, UO Turnbull Center program coordinator: (503) 725-9073; seth@uoregon.edu. For more information about the Turnbull Center, contact Zanne Miller, SOJC director of communication, (541) 346-2519; zanne@uoregon.edu.

Creativity as a Professional Asset

Spring Term 2007: In a world of ideas, how does one grow and maintain creative ability? Where do creative communication and marketing professionals find new ideas for successful projects and programs?

Creativity as a Professional Asset, the spring term two-credit, five-week professional workshop at the UO Turnbull Center in Portland, is founded on a core idea: that creativity is the most important professional asset of the 21st century. Students will learn techniques for thinking creatively, developing and nurturing creative teams, and exploring motivations for personal and professional creativity. The workshop will focus on usable tools for generating, building, and transforming ideas for the communication industries.

Creativity as a Professional Asset is tailor-made for Portland-area professionals in advertising, public relations, brand management, and allied communications fields such as marketing, corporate communication and organizational communication. The course is taught by Deborah Morrison, the UO SOJC’s Chambers Distinguished Professor of Advertising.

The workshop outline:
Week 1: How Creativity Matters
Week 2:  Making Ideas: Techniques & Opportunities
Week 3:  Refining and Building
Week 4:  Combating Burnout & Obstacles
Week 5:  Tools for Evaluating New Ideas

The workshop meets on five consecutive Monday evenings beginning April 2, and credit is applicable to the upcoming Professional Master's Degree Program in Strategic Communication, beginning in fall term 2007.

For more information about the workshop or master's program, contact Seth Walker, UO Turnbull Center program coordinator: (503) 725-9073; seth@uoregon.edu.
For more information about the Turnbull Center, contact Zanne Miller, SOJC director of communication, (541) 346-2519; zanne@uoregon.edu.

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