A face-to-face course of 6 two-hour sessions. The participants will learn and act practically to represent the country and themselves both with positive messages for the benefit of the national effort, and in defense against negative messages used against us.
Objectives: to learn and do outreach and acquire advanced digital communication skills
- Learning advanced advocacy techniques:
Students will learn to convey messages persuasively to global audiences and utilize the power of new media, social networks and teamwork for the benefit of Israeli advocacy. - Contribution to the country and social involvement:
Students and the college They will contribute to the State of Israel and do significant advocacy work in front of quality targets (foreign leaders, media and advertisers) looking to the years ahead. - Skills for life in a digital world:
The course will provide the participants with practical skills of outreach activities in social networks which they will be able to take into their further lives as active citizens and as workers in a connected world.
Prerequisites: connection to the world
Good English (reading foreign press), activity in social networks, willingness to do practical advocacy work.
Course structure: to study and do Israeli advocacy that brings results
The course encompasses 6 sessions of 3 academic hours (two and a quarter hours face-to-face) that combine theory, practical work and feedback. Between lessons the course will operate a WhatsApp group and a closed forum to accompany the students in their advocacy work.
In the theoretical part of each lesson, you learn both the theory of conveying messages and practical communication techniques: how to find an audience, how to build a message, when to use video and when to use text? How to use the networks' algorithms to our advantage, etc.
In the practical phase, the participants do practical outreach work, and present outreach activities they did between lessons. In the last half hour of each meeting, we analyze the practical work, answer questions and give tips to continue and outreach assignments for the coming week.
Lesson and lesson content topic
- Introduction: How to represent Israel in the classroom
- Advocacy and diplomacy: Why Israel needs citizens' advocacy
- introduction for information on social networks: How to use algorithms to our advantage
- How to build an audience and how to influence even without it
- Outreach to a small audience: recruiting supporters and donors, pressure on leaders and advertisers
- Recruiting an audience to continue: interactivity, many responses, recruiting a common enemy and more
- measuring results
- and determining the strategy of the quantitative approach to Israeli advocacy: teamwork as a force multiplier
- Identifying messages that work and those that don't
- New media and how to stand out in it
- Media tools for beginners, experts and those who steal from the experts
- Using humor, emotions, and visual means to reach the audience
- Trolls, psychopaths and how to deal with them
- What are trolls and why do social networks love them so much?
- Advocacy that defeats trolls and psychopaths without descending to their level
- Advocacy as a life skill to use the advocacy tool even after
- The course as a life skill
- Social networks as a tool for promotion and self-marketing for students, the college and the state