The certificate is for those who want to understand the theoretical foundation of storytelling, apply it to the various disciplines in communication, and learn the applied skills in multimedia technology to competitive in the converged job market. Students who complete the certificate will learn different types of storytelling, such as informational, persuasive, and historical, and different forms of storytelling, such as public affairs journalism, fundraising, advertising, public relations, entertainment, as well as family stories. Students also learn different means for doing storytelling through documentaries, blogs, websites, print media, etc. Woven into the program are ethical considerations regarding who tells the story. Milwaukee offers a rich urban laboratory for communication study, with a wide array of advertising and public relations agencies, major corporations, consulting firms, broadcast stations, general interest and specialized newspapers and magazines, and online publications.