Marshall McLuhan, the visionary who said, "The medium is the message," would instantly recognize today's global village of interactive electronic networks, computer generated images, and sheer media proliferation. The changes in the ways that we get information and communicate are profound.

Indeed, the communications landscape has changed almost beyond recognition for many people, particularly those old enough to remember when computers did not exist, when Ottawa boasted only a handful of radio and television stations, and when your daily newspaper was simple black and white. However, to function and be productive in our brave new world means keeping up with the developments.

For professional communicators, and all those others who rely upon advertising and different forms of communications to sell their products and services or promote their causes, the new realities offer both obstacles and opportunity. Here's a case in point: Viewers now have hundreds of television channels to choose from, which means the audience is fragmented – not so easy to reach as the audiences of old when everyone was watching just a few stations. But this fragmentation means opportunity, too. Now the advertiser can target the message more accurately to the intended audience, more cost effectively.

PRACTICALITY AND CONVENIENCE

We need training to keep abreast of the latest techniques and technologies, but we lead busy lives and the necessary training must be easy to access. And that's where the School of Media and Design at Algonquin College comes in. Beginning in January, a new program of Corporate Communications workshops is being launched with the busy person in mind. These one- and two-day workshops offer a quick, convenient and economical way to upgrade skills in a broad array of communications subjects.

All of the 36 courses in the program are taught by industry professionals, class sizes are kept small to ensure personal attention, and the classrooms feature the latest in computer technology. Perhaps most important: The skills learned in the classroom are instantly transferable to the workplace, meaning these courses are of practical benefit to the individual and to his/her organization.

A WIDE VARIETY

To illustrate the variety of courses being offered, here are some selections taken directly from the catalogue:

Advertising is Elementary. Perfect for business people, project managers and communicators, this course is a great introduction to the fundamentals of good layout design for print media, the design and printing process, and terminology. You'll learn about the application of design principles, design elements and basic typography. You'll find out about the creative process, and discover how to tell an effective advertisement from one that is not. This course will inform and excite you about the effective use of print advertising and the key elements used to stimulate and move the reader.

Speech Writing Workshop. Whether the purpose is to inform, persuade or entertain, this workshop will teach participants the techniques they need to develop solid content for speeches, and the important steps for delivery. You will learn about the "Big Bang" theory of speech writing, the CAR formula, and the importance of knowing your audience. You will receive an easy-to-follow template to guide you through the speech writing process, a list of helpful questions that you can ask yourself, as well as a list of reference materials and web sites to assist in speech writing. Everyone will write and deliver a speech.

How to Buy Advertising. Radio, television, direct mail, outdoor or print media – which is best to meet your organization's advertising objectives? We will explore the pros and cons of each medium. Cost, advertising campaign ideas, and agencies will be discussed. Also, we will review terminology used in the advertising industry to increase your confidence when speaking to sales professionals. In this informative and enjoyable course, you will gain the knowledge that you need to determine the cost of advertising versus the cost of not advertising.

The Fundamentals of Taking Good Photos. Improve your photography with this two-day workshop that emphasizes taking pictures for your workplace. You'll learn major aspects of photography including exposure, depth of field, and composition, through discussion, a slide show, hands-on practise, and a critique of the photos you've taken. In this class, we'll also cover the use of flash and other equipment, as well as shooting techniques that will help you capture quality images of people.

Marketing Communications. Marketing and communications are closely connected. You have marketing objectives to achieve and clever communications will ensure that your message gets to your target audience. In this course, you'll be introduced to everything from promotional marketing to advertising to targeted public relations. As a group, we will look at community involvement, how to get involved, and how it benefits your business. Trends will be analyzed to determine factors that sway consumer opinion and buying habits, for example, the evolution of internet marketing. Also, you'll learn some of the industry jargon so that you can communicate more effectively with advertising and public relations professionals.

Introduction to HTML. This hands-on course takes you through the different components of the HTML language – starting with the very basics of tags, elements, and attributes. You will learn how to create hyperlinks, lists, format text, import graphics, create tables, incorporate colours, and work with frames.

- by Robert Bullis

Coordinator, Corporate Communications program

To view the complete course offering, complete with dates, times, cost, and other information, visit the Corporate Communications web site at: www.algonquincollege.com/cemedia/corpcomm The complete list can also be found in The Source, Algonquin's printed catalogue of Continuing Education courses. To register, call 727-9797.