Teaching Multimedia Commercial Production for Advertising And Public Relations

With the growth of online advertising and social media, it is increasingly necessary that advertising and public relations integrate video messages into campaign efforts. The academy needs to keep up by offering video production classes that focus on multimedia broadcast strategy and production unique to advertising and public relations. This article provides a description of an experimental course, Multimedia Commercial Production for Advertising and Public Relations, taught jointly by an advertising professor with significant agency experience and an active award-winning filmmaker at a private Midwestern university. Literature review of experiential learning and hands-on instruction of television production education provides the framework for the course design. The paper includes instructional goals, lecture topics and assignment ideas congruent with experiential methods of education. A 16-week course outline based on student feedback and evaluations gained from surveys as well as instructors’ assessment is offered.