Believe in something, even if it means sacrificing everything. Just do it – Nike 

This campaign with Colin Kaepernick as the protagonist is considered to be one of the best examples when it comes to how organisation can take a stance on a political or social issue. It’s called brand activism and forms a new challenge for the PR professional. Many organisations keep quiet out of fear for being canceled by part of their stakeholders. But staying silent is also communicating something! People expect companies to speak up and address contentious issues. They expect companies to have an added value for society, a purpose. And in this mediatised world we are living in, these people have a strong voice.   

In the networked society people can easily get connected and form a group of like minded people to challenge the status quo of an organisation. Activist communities and NGOs become bolder in addressing sensitive issues and subsequently putting pressure on companies to take a stand and act in a for them favourable way. As a future PR professional it is imperative to know how communities thrive, how they try to engage and change the behaviour of their target audience and how they can exert influence on the policy of an organisation.   

Purpose, brand activism, communities and behavioural change… Making the world a better place. That’s what the #GetConnected programme is all about. 

Learning goals
The #GetConnected programme consists of 4 modules. 

Module Brand Activism and the PR professional

Learning outcomes for this module:

1. You conduct valid and reliable desk and field research to find out the behaviour, needs and motives of PR professionals regarding Brand Activism.
2. You formulate conclusions and insights based on your research relevant for choosing your medium and creating its concept and formats.
3. Based on the insights of your research you create a relevant concept and formats for your medium.
4. You explain how your concept creates interaction and connection with the PR professional and between the PR professional and his/her stakeholders.
5. During the presentation you convince the PR professional of your chosen medium, concept and formats. You enlighten and refute criticism of the PR professional during a Q&A.

Module Inspire the PR professional
Learning outcomes for this module: 

1. You conduct valid and reliable desk research to create substantiated content for the chosen medium (eMagazine, podcast, platform, etc.).
2. You select relevant and topical theories and best practices which you convert into in-depth and informative content.
3. You create a medium with a clear lay-out, attractive design/structure and cohesive content for the target audience.
4. You convert the insights into applicable and comprehensible content for the PR professional based on their needs.

Module Changing the Game
Learning outcomes:

1. You make a substantiated choice for relevant theory to analyse the target audience in which you incorporate ethical theory.
2. You conduct valid and reliable desk research according to the steps of our Research Design Model to find out all relevant elements for behavioural change according to the Behaviour Change Wheel model.
3. You formulate conclusions and insights based on your research relevant for choosing interventions and creating a game in which you incorporate ethical deliberations.
4. Based on the insights of your research you create a relevant concept for a game as an intervention to change the behaviour of the NGO’s target audience

Module Skills
Learning Outcomes:

1. You create content in correct English and an attractive and right tone of voice.
2. You conduct appropriate and reliable research based on our research design model.
3. You are able to analyse intercultural cooperation in projects and reflect on the required knowledge and skills needed for working in an intercultural team to create cohesion.

Study trip 
Part of the programme is a four day study trip to London (fall semester) and Berlin (spring semester). The trip is not mandatory, if you stay in Rotterdam, you will be expected to attend a substitute programme. 

Please click on this link to be directed to the RUAS international web page for all relevant and up-to-date information.

Entry requirements: 

The student has sufficient oral and written English language skills (at least level B2).

Exercises and an Ebook.    

Check this profile for more information.