Digital Communication (Digitale communicatie)

Niveau
Tijdsduur
Locatie
Online
Startdatum en plaats

Digital Communication (Digitale communicatie)

Rotterdam School of Management, Erasmus University - Executive Education
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Opleiderscore: starstarstarstarstar_half 9 Rotterdam School of Management, Erasmus University - Executive Education heeft een gemiddelde beoordeling van 9 (uit 20 ervaringen)

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Startdata en plaatsen

computer Online: Rotterdam
13 dec. 2021 tot 15 dec. 2021
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event 13 december 2021, Rotterdam

Beschrijving

The digital transformation has increased the work complexity and challenges for corporate communication professionals. The empowerment of internal and external stakeholders through digital tools requires organizations to reconsider their structures, processes, and strategies. How do these changes impact crisis management, stakeholder engagement, and reputation management?

This course will provide participants with a critical understanding for how digital media transform the communication environment in which organizations operate. It will provide frameworks to navigate the complexity of a new media landscape and help participants applying tools and tactics to efficiently manage various stak…

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The digital transformation has increased the work complexity and challenges for corporate communication professionals. The empowerment of internal and external stakeholders through digital tools requires organizations to reconsider their structures, processes, and strategies. How do these changes impact crisis management, stakeholder engagement, and reputation management?

This course will provide participants with a critical understanding for how digital media transform the communication environment in which organizations operate. It will provide frameworks to navigate the complexity of a new media landscape and help participants applying tools and tactics to efficiently manage various stakeholder relationships.

This course will support participants to grasp the latest technological developments and consider ethical considerations therein. It will discuss the threats and opportunities of online communication through novel tactics, such as digital storytelling or use of digital influencers, and introduce frameworks to monitor and evaluate digital communication outcomes.

The masterclass is designed to help you:

  • Understand the impact of trends in digital communication on corporate communication, including citizen journalism, social media influencers, digital activism, and fake news
  • Gain knowledge for how to develop and manage digital communication campaigns and the role of owned, third-party, and user generated media content
  • Identify digital and social media tools, technologies, and platforms to improve stakeholder engagement, crisis management, and change communication
  • Understand the role of and opportunities for empowered employees and CEOs for corporate communication in the digital age
  • Explore a range of concepts, models, and tools to identify and effectively reach external and internal audiences
  • Develop communication strategies and match them to specific platforms, technologies, and digital media
  • Monitor, evaluate, and measure the impact of digital communication campaigns
  • Critically understand latest technologies and their ethical implications

Brief overview of the online course programme

Day 1: 

  • Introduction
  • The changing communication landscape
  • Digital communication strategy
  • Tools and tactics for digital communication
  • Case study

Day 2: 

  • Digital activism, crisis and fake news
  • Case study
  • Tools and tactics for digital communication
  • Measurement and evaluation

Day 3: 

  • Internal communication
  • Case study
  • Organizing for digital communication
  • Digital transformation and corporate communication
  • Explanation of the take-home assignment
  • Closing drinks!

This masterclass is led by Dr. Michael Etter.

Alumni from RSM and Erasmus University Rotterdam receive a 10% discount on selected programmes. Contact our programme advisor for more information.

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