Part II -Public Service Project/Local Community Internship at Home Institution/

September - November

Students will work on a prearranged local assignment applying the knowledge gained over the summer in their own community. The Brown Fellows work in State/municipal offices, campus groups, or with local organizations in structured projects under the supervision of a sponsoring professor.

Appendix: Descriptions of Lecture Topics

I. Core Lectures

(taken by all RBC students)

1.         Public Opinion Research

An analysis of public opinion research uses in developing strategy, planning effective persuasive efforts and negotiating tactics on issues of public interest, involvement or impact. The lecture reviews major objectives and techniques of survey and focus group research, including sample selection, constructing questionnaires and pre‑testing surveys, modes of interviewing, developing discussion guides, and recruiting group participants. Students will learn guidelines for assessing cost implications of the research methods, practical problems in selecting and monitoring data collection services, and proper interpretation and use of qualitative versus quantitative data.

2. Developing A Message

Specialized forms of communication that political and diplomatic professionals use to win support or backing for their positions will be reviewed. Students discuss message development, the art and craft of persuasion, and the integration of research, strategy, tactics, and public feedback. Analysis and techniques of effective speech writing and presentation, and speech writing for public policy and media forums are emphasized. The lecture also explores how the delivery of a message and effects of the medium selected can best be utilized to reach an objective.

3. Marketing Ideas and Issues

This lecture addresses the question: "Can ideas and issues be effectively marketed like a bar of soap?" Students learn how strategists develop and implement marketing strategies for their clients. It examines the balance between advertising and public relations, special events, endorsements, interviews, etc., in the realm of public policy issues and persuasive campaigns. The lecture conveys an understanding of the importance of managing expectations and the message itself, the role of galvanizing events, and the impacts of opposition advertising. Management of public policy issues, rise of referendum and citizen initiatives, and the proliferation of issue-oriented campaigns directed at the grassroots through issues research are reviewed. This lecture also includes a brief look at how individuals and interest groups participate in the issues advocacy process and the evolving role of managers in such efforts.

4. Building and Managing Coalitions

This lecture allows students to see how coalitions are formed and to hear some of the intricacies of how they can be managed to effectively reach a public issue objective. The characteristics of effective coalitions are outlined, including how they are structured and financed. Guidelines for hiring outside assistance and how to balance competing interests are provided. A brief review of the roles and functions of coalitions within the framework of a public issue effort is also incorporated into the course presentation.

5. Working with the Media

Organization, practices, and norms of the major electronic and print media, media coverage of public officials, battles, interest groups, and issues of public policy will be discussed in this course. Students hear how to formulate strategies for getting favorable news coverage and exposure to forward a cause or objective under various conditions including crisis control. An understanding of how each media arrive at decisions of news coverage, and the implications these decision factors have for achieving the most favorable exposure to reach a specific or set of target goals.

6. Strategic Planning

Students are provided with an overview of the full strategic planning process for public issues, persona and policy initiatives. Practitioners discuss how to combine all aspects of strategy, initiative, image building, message development and delivery, and issue research to design and implement a successful and winning public initiative effort. It includes helpful suggestions on organizational structure, financing strategies, and operations management to reach the initiative's primary objective among target audiences.

II. ADVANCED LECTURES‑ POLITICS

(Taken by those in the Politics Program )

1. Campaign Management

A basic understanding of the components of running a successful political campaign will be presented to students. The lecture offers a more detailed review of campaign strategy development and objectives; including planning of events, activities, and opportunities; management of paid and unpaid staffing, acquisition and allocation of resources, utilization of outside consultants; and financial requirements, strategies, allocation and control within a campaign.

2. Fundraising

Creating and implementing a successful fundraising program including fundraising theory and guidelines, finance committee role and responsibility, large and small donor programs, and the role of PACs and party committees will be included in this course. Students are exposed to the legal and regulatory parameters of these organizations and resources in relation to campaign practices and responsibilities.

3. Scheduling and Advance Work

A review of the elements of a "winning" campaign offense covering the planning and utilization of both free and paid media (electronic and print), as well as scheduling and proper advance efforts for candidate and official appearances, events and opportunities are addressed in this lecture. It  provides students with practical examples of how to develop and manage a planned schedule of positive candidate exposure through media and personal appearances to targeted voter groups.

4.Voter Contact Programs

Students learn how a grassroots field plan is developed to fulfill campaign strategy and objectives. Efforts discussed include door‑to‑door, phone, and mail persuasive messages and activities, often blanketing a geographic area or targeting a specific voter profile. Course discussion also includes "Get-Out-the-Vote" strategies and initiatives sponsored by a candidate or the party and how these efforts can be orchestrated successfully.

5. Campaign

This lecture provides an examination of the high-tech tools and techniques now readily available to political campaigns and how they can be utilized effectively to further the candidate's position. Tools to be discussed include electronic voter files, segmentation and targeting techniques, direct mailing functions, computerized telemarketing methods, and Internet applications to message dissemination, image building, voter turnout, persuasive campaigns, etc. Students are given an elementary understanding of how these tools can best be utilized in an efficient and cost‑effective manner and the appropriateness of each in a campaign.

6. Electoral Stakeholders: Parties, PACs, Interest Groups

This lecture discusses the roles of parties, PACs and interest groups play in issues debate, policy formulation, and effective elections. The student hears basics about how these organizations function and flourish in today's political and public policy environment, including a general overview of typical strategies for supporting their particular objectives, causes or interests. Students also explore the parameters and levels of compliance each type of group must follow at the federal and state level through election laws, IRS regulations, etc.

III. ADVANCED LECTURES - COMMERCIAL DIPLOMACY

(Taken by those in the Commercial Diplomacv Program)

1. Negotiating Strategy and Tactics

Students acquire a basic understanding of the fundamentals of principled interest‑based negotiations, and the elements of an effective negotiating strategy. Emphasis will be on both basic theory and applied techniques and skills. The lecture covers problem identification, research and preparation, team building, brainstorming of options, development of negotiating strategies, establishing consensus on the agenda, building support for negotiating goals among stakeholders, actual negotiating technique and preparation of simulations. Students discuss how to set realistic goals, prepare for cultural differences, avoid costly misunderstandings and negotiate a framework capable of serving the parties well throughout a relationship.

2. Dispute Resolution, Arbitration, and Mediation

The lecture reviews international mechanisms for dispute resolution, arbitration and mediation, covering both government and private dispute resolution mechanisms. Students learn how governments resolve disputes through dispute resolution procedures in organizations such as the World Trade Organization and NAFTA, how private parties can seek to resolve disputes with foreign governments, and how businesses located in different countries can seek to resolve disputes with each other. Students also learn how parties to international commerce can avoid complex, costly and lengthy litigation‑based solutions to commercial disputes.

3. The Politics of Trade

Students learn about the domestic political process that affects trade laws and policies, and international trade negotiations. The lecture is designed to give students basics in the politics of trade, and how to work with legislators, their assistants and committee staff in pursuing the interests of business, government agencies, and NGO's on trade related issues. Students become familiar with the activities of major players, and the various strategic, tactical, decision-making and communication skills underlying the art of politics. Practitioners discuss how to support or oppose proposed trade policy related aims by representing government, business or public interests.

4. Trade Laws and Institutions

The laws, international agreements and institutions that govern trade with other countries are examined in this course. Students learn how they apply to international business transactions involving goods, services and capital. Topics include the main provisions of U.S. trade laws and international trade agreements, national and international institutions that govern trade‑related actions of governments, and the increasingly complex relationship between international trade agreements and a broad range of domestic policies, including domestic agricultural and industrial policies, domestic regulations in services, environmental, competition, investment, and labor policies. The lecture also examines the respective roles of bilateral trade negotiations, regional agreements such as NAFTA, and the World Trade Organization.

5. Issues in Economic Commerce

This lecture provide an up to the moment look at emerging and continuing issues in economic commerce. Practitioners bring a "hands‑on" perspective to the selected issues and events  discussed. Subjects vary, depending on the front‑burner issues of the day. Topics include major trade disputes with particular countries, pending trade legislation, key issues underlying current trade negotiations, or major global events that are expected to have a significant impact on U.S. trade and investment relationships with other countries. Students are expected to become familiar with the topics under review and to engage in the discussion and debate with instructors, practitioners, and among themselves.

Descriptions of Lecture Topics

I. Core Lectures

(taken by all RBC students

1.         Public Opinion Research

An analysis of public opinion research uses in developing strategy, planning effective persuasive efforts and negotiating tactics on issues of public interest, involvement or impact. The lecture reviews major objectives and techniques of survey and focus group research, including sample selection, constructing questionnaires and pre‑testing surveys, modes of interviewing, developing discussion guides, and recruiting group participants. Students will learn guidelines for assessing cost implications of the research methods, practical problems in selecting and monitoring data collection services, and proper interpretation and use of qualitative versus quantitative data.

2. Developing A Message

Specialized forms of communication that political and diplomatic professionals use to win support or backing for their positions will be reviewed. Students discuss message development, the art and craft of persuasion, and the integration of research, strategy, tactics, and public feedback. Analysis and techniques of effective speech writing and presentation, and speech writing for public policy and media forums are emphasized. The lecture also explores how the delivery of a message and effects of the medium selected can best be utilized to reach an objective.

3. Marketing Ideas and Issues

This lecture addresses the question: "Can ideas and issues be effectively marketed like a bar of soap?" Students learn how strategists develop and implement marketing strategies for their clients. It examines the balance between advertising and public relations, special events, endorsements, interviews, etc., in the realm of public policy issues and persuasive campaigns. The lecture conveys an understanding of the importance of managing expectations and the message itself, the role of galvanizing events, and the impacts of opposition advertising. Management of public policy issues, rise of referendum and citizen initiatives, and the proliferation of issue‑oriented campaigns directed at the grassroots through issues research are reviewed. This lecture also includes a brief look at how individuals and interest groups participate in the issues advocacy process and the evolving role of managers in such efforts.

4. Building and Managing Coalitions

This lecture allows students to see how coalitions are formed and to hear some of the intricacies of how they can be managed to effectively reach a public issue objective. The characteristics of effective coalitions are outlined, including how they are structured and financed. Guidelines for hiring outside assistance and how to balance competing interests are provided. A brief review of the roles and functions of coalitions within the framework of a public issue effort is also incorporated into the course presentation

5. Working with the Media

Organization, practices, and norms of the major electronic and print media, media coverage of public officials, battles, interest groups, and issues of public policy will be discussed in this course. Students hear how to formulate strategies for getting favorable news coverage and exposure to forward a cause or objective under various conditions including crisis control. An understanding of how each media arrive at decisions of news coverage, and the implications these decision factors have for achieving the most favorable exposure to reach a specific or set of target goals.

6. Strategic Planning

Students are provided with an overview of the full strategic planning process for public issues, persona and policy initiatives. Practitioners discuss how to combine all aspects of strategy, initiative, image building, message development and delivery, and issue research to design and implement a successful and winning public initiative effort. It includes helpful suggestions on organizational structure, financing strategies, and operations management to reach the initiative's primary objective among target audiences.

II. ADVANCED LECTURES - POLITICS

(Taken by those in the Politics Program )

1. Campaign Management

A basic understanding of the components of running a successful political campaign will be presented to students. The lecture offers a more detailed review of campaign strategy development and objectives; including planning of events, activities, and opportunities; management of paid and unpaid staffing, acquisition and allocation of resources, utilization of outside consultants; and financial requirements, strategies, allocation and control within a campaign.

2. Fundraising

Creating and implementing a successful fundraising program including fundraising theory and guidelines, finance committee role and responsibility, large and small donor programs, and the role of PACs and party committees will be included in this course. Students are exposed to the legal and regulatory parameters of these organizations and resources in relation to campaign practices and responsibilities.

3. Scheduling and Advance Work

A review of the elements of a "winning" campaign offense covering the planning and utilization of both free and paid media (electronic and print), as well as scheduling and proper advance efforts for candidate and official appearances, events and opportunities are addressed in this lecture. It  provides students with practical examples of how to develop and manage a planned schedule of positive candidate exposure through media and personal appearances to targeted voter groups.

4.Voter Contact Programs

Students learn how a grassroots field plan is developed to fulfill campaign strategy and objectives. Efforts discussed include door-to-door, phone, and mail persuasive messages and activities, often blanketing a geographic area or targeting a specific voter profile. Course discussion also includes "Get-Out-the-Vote" strategies and initiatives sponsored by a candidate or the party and how these efforts can be orchestrated successfully.

5. Campaign

This lecture provides an examination of the high‑tech tools and techniques now readily available to political campaigns and how they can be utilized effectively to further the candidate's position. Tools to be discussed include electronic voter files, segmentation and targeting techniques, direct mailing functions, computerized telemarketing methods, and Internet applications to message dissemination, image building, voter turnout, persuasive campaigns, etc. Students are given an elementary understanding of how these tools can best be utilized in an efficient and cost‑effective manner and the appropriateness of each in a campaign.

6. Electoral Stakeholders: Parties, PACs, Interest Groups

This lecture discusses the roles of parties, PACs and interest groups play in issues debate, policy formulation, and effective elections. The student hears basics about how these organizations function and flourish in today's political and public policy environment, including a general overview of typical strategies for supporting their particular objectives, causes or interests. Students also explore the parameters and levels of compliance each type of group must follow at the federal and state level through election laws, IRS regulations, etc.

III. ADVANCED LECTURES - COMMERCIAL DIPLOMACY

(Taken by those in the Commercial Diplomacv Program)

1. Negotiating Strategy and Tactics

Students acquire a basic understanding of the fundamentals of principled interest‑based negotiations, and the elements of an effective negotiating strategy. Emphasis will be on both basic theory and applied techniques and skills. The lecture covers problem identification, research and preparation, team building, brainstorming of options, development of negotiating strategies, establishing consensus on the agenda, building support for negotiating goals among stakeholders, actual negotiating technique and preparation of simulations. Students discuss how to set realistic goals, prepare for cultural differences, avoid costly misunderstandings and negotiate a framework capable of serving the parties well throughout a relationship

2. Dispute Resolution, Arbitration, and Mediation

The lecture reviews international mechanisms for dispute resolution, arbitration and mediation, covering both government and private dispute resolution mechanisms. Students learn how governments resolve disputes through dispute resolution procedures in organizations such as the World Trade Organization and NAFTA, how private parties can seek to resolve disputes with foreign governments, and how businesses located in different countries can seek to resolve disputes with each other. Students also learn how parties to international commerce can avoid complex, costly and lengthy litigation‑based solutions to commercial disputes.

3. The Politics of Trade

Students learn about the domestic political process that affects trade laws and policies, and international trade negotiations. The lecture is designed to give students basics in the politics of trade, and how to work with legislators, their assistants and committee staff in pursuing the interests of business, government agencies, and NGO's on trade related issues. Students become familiar with the activities of major players, and the various strategic, tactical, decision-making and communication skills underlying the art of politics. Practitioners discuss how to support or oppose proposed trade policy related aims by representing government, business or public interests.

4. Trade Laws and Institutions

The laws, international agreements and institutions that govern trade with other countries are examined in this course. Students learn how they apply to international business transactions involving goods, services and capital. Topics include the main provisions of U.S. trade laws and international trade agreements, national and international institutions that govern trade‑related actions of governments, and the increasingly complex relationship between international trade agreements and a broad range of domestic policies, including domestic agricultural and industrial policies, domestic regulations in services, environmental, competition, investment, and labor policies. The lecture also examines the respective roles of bilateral trade negotiations, regional agreements such as NAFTA, and the World Trade Organization.

5. Issues in Economic Commerce

This lecture provide an up to the moment look at emerging and continuing issues in economic commerce. Practitioners bring a "hands‑on" perspective to the selected issues and events  discussed. Subjects vary, depending on the front‑burner issues of the day. Topics include major trade disputes with particular countries, pending trade legislation, key issues underlying current trade negotiations, or major global events that are expected to have a significant impact on U.S. trade and investment relationships with other countries. Students are expected to become familiar with the topics under review and to engage in the discussion and debate with instructors, practitioners, and among themselves

6. International Communication and Cultural Sensitivity

Emphasis of this lecture is placed on learning how to communicate on both a country­by-country and global basis. Sensitivity to message interpretation and effective formal and informal communication channels will be analyzed. The growing use of the Internet in trade negotiation and international commercial exchange is reviewed. The course also identifies issues and practices which receive different receptions in different countries. Students learn the importance of cultural sensitivity in international commerce and are given a look at common mistakes made by American executives and discuss specific sensitivities and proper practices in selected countries.

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