Students are introduced, initially, to the concept and practice of corporate communication. Specifically, the course covers the following modules: the nature of “corporate reputation” and the differences between corporate image and brand image, the impact of organizational culture on reputation and communication strategy, corporate communication tools e.g. face-to-face/lobbying, written communication, direct/indirect delivery of information, social networks, etc., issue management, latent publications, activism and political culture, consensus and co-orientation, public relations and investor economic relations, internal communication, crisis management. The second module of the course covers crisis management in detail. Specifically, the framework and tools necessary for the development of experience and relationships of trust are analyzed so that an organization can cope with a potential crisis. In addition, the various interactions that may be required between corporate leaders are examined, crisis management teams, communication experts and other key actors (relevant stakeholders, consumers, government bodies, etc.) involved in crisis management. Through discussion of available literature and analysis of case studies, students will be challenged to think strategically, develop strong proactive crisis plans, and make recommendations for solving crisis-related business challenges.
