Advanced Corporate Communication

In this course, we introduce and discuss the theories, tools, and perspectives of corporate and organizational communication to be used to enhance participants’ development as communication professionals with the practical insight to deal with complex communication issues in modern organizations within a company as well as externally.

Course Objectives of Advanced Corporate Communication

Define corporate communication
Apply different techniques and tools to implement an effective corporate communication program
Plan and execute corporate communication programs and campaigns internally and externally
Identify and utilize specialist areas in corporate communication
Employ corporate communication in new organizational developments
Adapt to various avenues of communication within the organization

Day 1
Foundations of corporate communication
<ul style="margin-top:0;margin-bottom:0;padding-inline-start:48px;"><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Definition of corporate communication</li><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Define and explore the concept and history of corporate communication</li><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Differentiation between vision, mission, and objectives</li><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Corporate communication in a changing environment</li><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">The new media landscape: challenges and opportunities</li><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Stakeholder management and communication</li><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Stakeholder engagement</li><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Definitions of Corporate Identity</li><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Branding</li><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Reputation</li><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Importance of corporate identity and reputation</li><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Aligning identity, image, and reputation</li></ul>

Day 2
Developing your corporate communication strategy
<ul style="margin-top:0;margin-bottom:0;padding-inline-start:48px;"><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Corporate communication strategy and strategic planning</li><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Global aspects of corporate communication</li><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">High and low-context culture</li><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Cross-cultural aspects of audiences</li><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Planning and executing communication programs and campaigns</li><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Research, measurement, and evaluation</li><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Measuring corporate reputation</li><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Theories on measuring the effects of communication</li></ul>

Day 3
Specialist areas in corporate communication
<ul style="margin-top:0;margin-bottom:0;padding-inline-start:48px;"><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Media relations</li><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Journalism and news outlets</li><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Detect what constitutes news</li><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">The various effects of news coverage on corporate communication</li><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Employee communication and organizational identification</li><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">New media, new communication</li><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Benefits and challenges using social media</li><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Issues management</li><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Communication in times of crisis</li></ul>

Day 4
New developments in corporate communication
<ul style="margin-top:0;margin-bottom:0;padding-inline-start:48px;"><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Leadership and change communication</li><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Effective leadership communication</li><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Corporate social responsibility (CSR) and community relations</li><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">The case for CSR</li><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Communicating about CSR</li><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">The 8 areas of focus for CSR</li><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">CSR and PR</li></ul>

Day 5
The communication of organizations
<ul style="margin-top:0;margin-bottom:0;padding-inline-start:48px;"><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Corporate communication</li><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Marketing communication</li><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Internal communication</li><li dir="ltr" style="list-style-type:disc;font-size:10pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:12pt;font-family:'Open Sans',sans-serif;color:#212529;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Organizing communication</li></ul>

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