CC 696-01 - graduate course / CC-472 - undergraduate course


July 20, 2014 – August 10, 2014

The Rosarito Public Diplomacy Workshop provides Emerson seniors and graduate students (from any department) the opportunity to study public diplomacy and civic engagement in theory and practice in Los Angeles and Rosarito Beach, (Baja) Mexico. Students will meet with change agents and organizations who have successfully engineered grass roots efforts to bridge cultural and political divides between the US and Mexico. Special attention will be focused on diverse communication challenges and how politics, economics and culture influence such efforts.

Students will apply their knowledge in coordinating, planning and implementing a student film festival in Rosarito, Mexico as part of an ongoing post crisis effort to bridge cultures. Students will also work on a documentary of the LA and Mexico experience, which highlights themes of public diplomacy and civic engagement. Some students will work on production; others will work on promotion and project management. The final project will be presented at Emerson and considered for submission to appropriate conferences as an example of a global public diplomacy and civic engagement project.

The course will be taught by Assoc. Professor, J. Gregory Payne. The workshop is open to seniors and grad students from any department with a GPA of 3.0 or higher. 15 students will be chosen to participate in this program.

During the first week of the program students will live and attend class lectures and guest lectures at ELA, as well as make visits to various public diplomacy agencies and organizations based in Los Angeles. These visits will provide students with the opportunity to meet and dialogue with government, NGO and business leaders on challenges of public diplomacy and civic engagement in Southern California and Baja, Mexico.

The course then moves to Rosarito Beach, Mexico for the final two weeks of the program. Participants will have the opportunity to design strategic communication messages targeted for a specific public. Students will develop the public relations, public affairs and public diplomacy campaign for the Rosarito Film Festival. They will also have the opportunity to take intensive conversational Spanish classes as well as art and cooking classes to appreciate Mexican culture (optional).

Off- Site Visits

  • U.S. Consulate–Tijuana, among others
  • Google
  • Edelmen
  • Getty Museum
  • Norton Simon Museum
  • LA County Museum
  • Valle de Guadalupe
  • Ensenada
  • Baja Studios (world's largest water studio where Titanic, Master and Commander and Pearl Harbor was filmed)
  • 6th Annual Rosarito Film Festival

Course Objectives

  • To provide students the opportunity and guidance to create/join a PD (public diplomacy) or CE (civic engagement) project in Los Angeles and Rosarito Beach, Mexico
  • To provide students the opportunity to appreciate PD and CE initiatives as effective strategies and tactics in city/nation branding.
  • To provide students with the opportunity to appreciate PD and CE initiatives as important steps in creating the "New Normal" in post crisis situations in the US and Mexico.
  • To familiarize students with how different cultures and publics influence mediums, channels and messaging strategies in PD and CE campaigns.
  • To provide students with the opportunity to visit and speak with professionals in public relations, public affairs and public diplomacy agencies and organizationa based in Los Angeles (Edelman, Google, US Consulate–Tijuana, and others).

Main Topics In Los Angeles

  • History of Los Angeles: America's Gateway to the Pacific Rim
  • Soft Power: Olympic City 1932–1984
  • Soft Power/Smart Power–Entertainment, Sports, Tourism, Culture, Celebrity/Spectacle
  • Celebrity Advocacy and Cause Marketing – Case studies in PD and CE
  • Project Management and Planning PD and CE Initiatives–Las Memorias Project, 2014 Winter Olympic Campaign

Main Topics in Rosarito

  • History of Rosarito and Baja Mexico–politics, economics and media.
  • History of recent crisis cause by government crackdown on drug cartels.
  • Grassroots approaches/campaigns to address the crisis (national and international).
  • Background of the Rosarito Film Festival as part of a long term crisis management/promotional activity.
  • Development of PR campaign at Rosarito Film Festival.
  • Production of documentary on the LA and Mexico experience as a PD/CE project.


The total estimated program cost is approximately $8,567 for graduate students, $6,993 for undergraduate students.

Program Fee $6,267 $4,803
Tuition (4 credits) Included Included
Single Room at ELA including $17/day in board bucks for meal purchases Included Included
Housing at Rosarito Beach Hotel (estimated at $50/day) including some meals Included Included
Wireless Internet Service Included Included
Group excursions and group transportation to various sites around Los Angeles Included Included
Program Materials Included Included
Round Trip Airfare to Los Angeles 600+
Health Insurance (Mandatory) $455 (see below)
Passport Fee $135
Personal Spending Money $1,000 +/-

As of 4/16/2014. Subject to change.

NOTE: Health Insurance Coverage in CA and Mexico is mandatory for participants in the Rosarito Public Diplomacy Workshop. If your current health insurance plan does not meet the health requirements, or is not adequate, please research a plan that is.



Sunday 20 Arrive Emerson Los Angeles–check into your dorm room
Monday–Friday 21–25

Lectures from 10 am–1pm

Off site visits from 3pm–6pm

Evening guest lectures and intensive work regarding Rosarito Film Festival production and publicity.

The schedules will change depending on visits to institutions and professionals.

Saturday 26 TBA
Sunday 27 Depart for Rosarito, Mexico–1st night in Rosarito
Monday–Thursday 28–31 Class lectures and activities in Rosarito


Friday 1 TBA
Saturday–Sunday 2-3 TBA
Monday–Friday 4-8 class lectures and projects
Saturday 9 TBA
Sunday 10 Depart Rosarito by group transportation to San Diego

A note about transportation from Los Angeles to Mexico

There are two options being considered:

Option 1. (preferred) A motor coach will be hired to take group from Los Angeles to Rosarito Beach, Mexico, and then back again at the end of the program.

Option 2. Subway from Union Station, Amtrak from LA to San Diego (3 hours), Trolley from San Diego Train Station to Mexican border (45 minutes) and then a 30 minute taxi ride to Rosarito.