This concentration prepares students to understand, critically evaluate and engage the communication theories, processes, media institutions and communication technologies that citizens, political leaders, government officials, public administrators, interest groups and community service organizations use to campaign, deliberate, adjudicate, govern and advocate for social change. Skilled advocates adopt, develop and implement diverse sets of communication strategies that help clients articulate interests and goals, determine social systems and audiences most likely to achieve goals, identify effective media and appropriate goal oriented messages, and develop plans for implementing change.