Program Description

This self-paced, online program consists of five lessons that focus on the full range of knowledge and skills needed to communicate within the municipal environment. Upon registration, you will receive a sixty-page self-study document and notes to tell you which sections to read with detailed instructions on how to complete the program requirements. The self-study program will improve all that work in or interact with local government to understand the most efficient and effective way to communicate in their working environment.

Many of our participants have indicated the need for a program that helps them communicate with their associates at work, with elected and full time local government representatives and officials and with concerned citizens within their communities. The self-study document, compiled by an MSU specialist who has immense experience working in the municipal field, is written in the style of a fictional narrative. This narrative is designed to make the learning experience highly practical, as it considers how an administration can improve communications internally and with citizens. It is based on a city, the mayor, elected officials, full time officers and employees with a focus on utilities supervision. The program and therefore the narrative is divided into five sections or lessons, and after completion of each section, you will complete an online multiple-choice examination to test your learning. You may take each examination more than once, and your final score for each section will be automatically recorded. An accumulated pass score for all multiple-choice examinations is 70% or above and you will be able to view the results immediately upon completion of each examination. Upon satisfactory completion of all five sections, you will receive a letter of verification showing you have earned 5 continuing education units, each unit equivalent to 10 hours of study, and a certificate awarded by Michigan State University. Most states recognize this program as a necessary part of personal development for certification, job upgrading and certificate renewal.

Key Learning Objectives

 Once completed, you will be equipped to understand:

• The way in which local government communications functions
• The formulation of an agenda that enables internal functions to understand current status of activities throughout the organization
• The steps needed to build and execute an effective public communications campaign
• The internal and external communication needed to execute a successful public communications campaign
• What it takes to ensure that media communication is controlled and ‘on message’ and that all internal departments and staff are aware of and support the message and the reasons behind it
• The importance of involving local citizens directly when executing a media campaign
• The vital steps needed to improve interpersonal skills to interact both internally and externally
• How to develop the ability to talk to groups and to speak to public audiences
• What are the important things to remember when handling communications with the media, particularly local publications and television
• How communications must be considered as an integrated whole, and not a series of independent and uncoordinated messages

Additional Information

Program Format

You can register for this self-paced, online program at anytime. On average, most participants complete the program in 10-12 weeks. You can learn in your own time, at your own pace, and all the materials are available to you continuously. The program will remain open for participants to complete for one calendar year from the date of registration. Contact: wwwcoordinator@broad.msu.edu