Students will be firstly introduced to the concept and the practice of corporate communication. The following topics will be examined:
- The nature of ‘corporate reputation’ and differences between corporate & brand image
- Impact of organisational culture on reputation and communications strategy
- Corporate communications tools e.g. face-to-face/lobbying, written communications, direct/indirect information delivery, social networks, etc.
- Issues management, ‘latent’ publics, activism and political culture, consensus and co-orientation
- Financial PR and investor relations
- Internal communications
- Crisis management
The latter topic, i.e. crisis management, will be covered in detail. Specifically, students will gain an understanding of the framework and tools necessary to develop the expertise and confidence to be prepared for a crisis. Through the discussion of the theoretical literature available on the field and the analysis of case studies, students will be asked to think strategically, develop robust proactive crisis plans and make recommendations to solve crisis-related business challenges. In addition to a general overview of the existing theory and scope, this module will address the various interactions that may be required between corporate leaders, the crisis management team, the communication experts and a full spectrum of key actors (relevant stakeholders, consumers, governmental agencies etc) involved in crisis management. Topics covered include:
- Preparing for Crisis: environmental scanning and issues management. The role of an organisational culture and an effective communication model system.
- The stages of crisis management.
- CAT map for classifying potential crisis
- The role of prevention and good will stock
- Risk Management–Risk Perceptions and Risk Communication. Understanding the meaning of risk as a result of the environment scanning and develop a risk auditing system.
- The role of communication in effective crisis management.
- Crisis communication theories, strategies & tactics, types of crises, rumours, formulation of messages.
- Crisis Leadership & Decision Making
- Reputation Management. An emphasis shall be given to the role of new technologies as a tool for crisis management as well as the role of social media in crisis communication.