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      Communication

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      • COM-20/ Corporate Communications

      COM-20/ Corporate Communications

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      André des Forges
      Communication, Management, Marketing
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      Free
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      COURSE DESCRIPTION

      The brand of an organisation is established by what it communicates outside of its entity- whether it is to other businesses, governments, banks, investors, leaders, or even the general public. The goal, therefore, of Corporate communications is to facilitate operations between all stakeholders of a business, communicate its products and maintain its image. 

      In an increasingly changing technological landscape, corporate communications has adapted rapidly to a widening in stakeholders, but also the mediums of communications, by ensuring a vibrant and adequate presence in the digital world.   At the same time, they are the link between the company and any media or publishing organisation, maintaining robust networks across traditional news outlets and reporters, while also managing the messages that any representative of an organisation might share with the media. 

      The mark of a successful corporate communication campaign is the ability to identify, build and nurture relations with a myriad of stakeholders to allow a smooth transaction of information that benefits an organisation. So, in addition to using a methodical strategy, professionals must possess the interpersonal skills and tactical skills to navigate difficult situations, negotiate effectively and be diplomatic in all their interactions. 

      This class will introduce students to the wide world of Corporate Communications using case studies to delineate the basis of the strategy, its elements. Students will also get the chance to acquire specific skills such as stakeholder outreach, media research and management. 

      Learning Objectives: 

      • Understanding and analysing brand identity and values 
      • Identifying unique stakeholders for an organisation by industry 
      • Streamlining core messages to represent a company or its brand (in sync with Marketing)
      • Curating content tools for dissemination to stakeholders
      • The art of maintaining extensive networks across media, policy and core business sectors 
      • Responding in a crisis 
      • Principles of Corporate Social Responsibility and Sustainability 
      • Monitoring media outlets and stakeholder needs
      • Conducting regular communication audits
      • Organising and managing events to promote an organisation 
      • Adopting to ‘agile’ methods of business 

      Prerequisites: minimum TOEIC score of 650, MGT 020, MGT 030

      DESCRIPTION DU COURS

      La marque d’une organisation est établie par ce qu’elle communique à l’extérieur de son entité – que ce soit à d’autres entreprises, aux gouvernements, aux banques, aux investisseurs, aux dirigeants ou même au grand public. L’objectif de la communication corporate est donc de faciliter les opérations entre toutes les parties prenantes d’une entreprise, de communiquer ses produits et de maintenir son image.

      Dans un paysage technologique de plus en plus changeant, les communications d’entreprise se sont rapidement adaptées à l’élargissement des parties prenantes, mais aussi des supports de communication, en assurant une présence dynamique et adéquate dans le monde numérique.   Dans le même temps, elle constitue le lien entre l’entreprise et tout média ou organisation d’édition, en maintenant des réseaux solides entre les organes de presse et les journalistes traditionnels, tout en gérant les messages que tout représentant d’une organisation peut partager avec les médias.

      La marque d’une campagne de communication corporate réussie est la capacité d’identifier, de construire et d’entretenir des relations avec une myriade de parties prenantes afin de permettre une transaction fluide des informations au profit de l’organisation. Ainsi, en plus d’utiliser une stratégie méthodique, les professionnels doivent posséder les compétences interpersonnelles et tactiques nécessaires pour naviguer dans des situations difficiles, négocier efficacement et faire preuve de diplomatie dans toutes leurs interactions.

      Ce cours introduira les étudiants dans le vaste monde de la communication corporate en utilisant des études de cas pour délimiter la base de la stratégie, ses éléments. Les étudiants auront également l’occasion d’acquérir des compétences spécifiques telles que la sensibilisation des parties prenantes, la recherche et la gestion des médias.

      Objectifs:

      • Comprendre et analyser l’identité et les valeurs de la marque 
      • Identifier les parties prenantes uniques d’une organisation par secteur d’activité  
      • Rationaliser les messages essentiels pour représenter une entreprise ou sa marque (en synchronisation avec le marketing) 
      • Créer des outils de contenu pour la diffusion aux parties prenantes 
      • L’art de maintenir des réseaux étendus à travers les médias, la politique et les secteurs d’activité principaux  
      • Réagir en cas de crise  
      • Principes de la responsabilité sociale des entreprises et du développement durable
      • Surveiller les médias et les besoins des parties prenantes 
      • Réaliser des audits de communication réguliers 
      • Organiser et gérer des événements pour promouvoir une organisation  
      • Adopter des méthodes de travail “agiles”

      Prérequis : score minimum de 650 au TOEIC, MGT 020, MGT 030

      Links to resources for presentations or summaries:

      What is External Communication: https://thebusinesscommunication.com/what-is-external-communication-objective-of-external-communication/

      https://www.indeed.com/career-advice/career-development/corporate-communications-functions

      https://www.workvivo.com/blog/corporate-communication/

      https://www.marketing91.com/corporate-communication/

      Corporate Brand: https://hbr.org/2019/01/what-does-your-corporate-brand-stand-for

      https://marcom.com/four-reasons-why-a-strong-brand-should-begin-with-corporate-identity/

      https://digitalschoolofmarketing.co.za/blog/what-is-the-importance-of-corporate-brand/

      https://seths.blog/2009/12/define-brand/

      How to build communication networks? https://hbr.org/2007/01/how-leaders-create-and-use-networks

      https://famurpro.com/en/how-to-build-an-extensive-business-network-five-simple-rules

      Corporate Communications stakeholders: https://core.ac.uk/download/pdf/50046.pdf

      How to tell as story? https://seths.blog/2006/04/ode_how_to_tell/

      Corporate Social Responsibility: https://www.indeed.com/career-advice/career-development/corporate-social-responsibility

      How to manage Corporate Communications: https://smallbusiness.chron.com/manage-corporate-communication-48316.html

      Writing for Strategic Communications (e-book): https://ohiostate.pressbooks.pub/stratcommwriting/

      Media Relations: https://www.pr.co/media-relations

      https://sherrilynnestarkie.com/2020/08/29/rules-for-good-media-relations/

      Media Relations Vs Public Relations: https://www.blastmedia.com/2017/09/19/public-relations-vs-media-relations-understanding-difference/

      Crisis Communications: https://www.rockdovesolutions.com/blog/what-is-crisis-communication-a-guide-for-beginners

      https://blog.hubspot.com/service/crisis-communication-plan

      Corporate communication strategy: https://www.finn.agency/blogs/how-build-corporate-communication-strategy-step-step-guide

      https://sprigghr.com/blog/board-management/building-an-effective-corporate-communication-strategy/

      Books: 

      • Young, Anthony. Brand Media Strategy: Integrated Communications Planning in the Digital Era. Springer, 2014. ISBN-13: 978-1137279569. 
      • Godin, Seth. The Icarus Deception: How High Will You Fly?. Portfolio; Illustrated edition, 2012. ISBN-13: 978-1591846079

      Course Features

      • Lectures 0
      • Quizzes 0
      • Duration 50 hours
      • Skill level All levels
      • Language English
      • Students 0
      • Assessments Yes
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