UGA Dr. Joseph Watson Visits NCCU: “Silence Is a Message”: How Public Affairs Must Adapt in Today’s World!

imics9
May 8
3 min read

喬治亞大學 Dr. Joseph Watson 訪問政大分享公共事務溝通策略：「沉默也是一種信息」

On May 5, Dr. Joseph Watson from the University of Georgia delivered a thought-provoking lecture at the College of Communication, National Chengchi University (NCCU), titled “Strategic Public Affairs Communications in a Changing World.” He explored shifting public trust in institutions, the evolving expectations for corporate responsibility, and the powerful message behind strategic silence. The event was hosted by the International Master’s Program in International Communication Studies (IMICS), with the program Director, Dr. Tammy Lin, moderating and presenting a NCCU souvenir on behalf of the College. Nearly 30 students joined the engaging session.

Professor Watson holds the Carolyn Caudell Tieger Professorship of Public Affairs Communications, Advertising, and Public Relations at the Grady College of Journalism and Mass Communication, University of Georgia. He brings over two decades of experience in public affairs, campaigns, and corporate communications. His impressive background includes serving as a political appointee under President George W. Bush, working as a legislative director, and leading public affairs communications at Exelon Corporation, a Fortune 100 company. He earned his B.A. in Political Science and a J.D. from Harvard Law School. Despite his stellar credentials, Professor Watson was warm, down-to-earth, and thoroughly engaging.

The lecture began on a light-hearted note, as Professor Watson shared his fondness for Taiwanese pineapple cakes. “It was the first thing I lined up for when I arrived,” he joked, winning over the audience with his charm and relatability. He greeted students with a friendly “nihao” and thanked them for showing up early on a Monday morning to attend what he described as a rare opportunity to explore real-world knowledge not typically found in textbooks.

Quoting The Lord of the Rings—“The world is changed. I feel it in the water. I feel it in the earth. I smell it in the air”—Professor Watson set the stage for his central message: that we are living in a fundamentally different communication era than just a decade ago. He reflected on how the 2016 U.S. presidential election marked a turning point, amplifying distrust in traditional institutions and changing the way public figures and corporations must approach communication.

Throughout the lecture, Professor Watson shared case studies from well-known brands, paired with personal stories from his career, to illustrate how companies must now navigate heightened scrutiny and shifting stakeholder expectations. He presented a practical framework for effective stakeholder communication, encouraging students to view it not as an afterthought but as a strategic cornerstone of leadership.

The talk’s key takeaway—that “not speaking is still sending a message”—was illustrated through timely and relevant examples, reminding students that silence can often be interpreted as complicity or indifference. The lesson was clear: in today’s world, thoughtful and proactive communication is not optional.

To close the session, Professor Watson shared a scene from one of his favorite films, Casino. The clip, both humorous and thought-provoking, tied together the lecture’s main points while leaving students with a lasting impression. Even after the lecture formally ended, Professor Watson stayed behind during lunch to answer students’ questions with generosity and candor.

The morning concluded with the IMICS team presenting him with a custom card holder as a token of appreciation. With heartfelt thanks and warm laughter, the visit came to an end—leaving behind not just pineapple cake crumbs, but fresh insight and inspiration.