Strategic Communication

Niveau
Tijdsduur
Locatie
Online
Startdatum en plaats
Logo van Rotterdam School of Management, Erasmus University - Executive Education
Opleiderscore: starstarstarstarstar_half 9,1 Rotterdam School of Management, Erasmus University - Executive Education heeft een gemiddelde beoordeling van 9,1 (uit 15 ervaringen)

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Startdata en plaatsen

computer Online: Online
20 sep. 2021 tot 22 sep. 2021
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Beschrijving

Businesses as well as other organisations face a major dilemma in hypermodern societies. Stakeholders are more demanding than ever, publics are fragmented, and distrust and misinformation are rising. At the same time, economic and technological competition is fiercer than ever. This creates new demands for today’s and next-generation communication leaders. Professional communication drives success in many ways: communication builds relationships, drives sales, shapes public opinion, supports identities, brands and reputation, and secures the license to operate. Many new channels, formats and technologies are available. But resources are scarce and they won’t rise after the pandemic. You may …

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Businesses as well as other organisations face a major dilemma in hypermodern societies. Stakeholders are more demanding than ever, publics are fragmented, and distrust and misinformation are rising. At the same time, economic and technological competition is fiercer than ever. This creates new demands for today’s and next-generation communication leaders. Professional communication drives success in many ways: communication builds relationships, drives sales, shapes public opinion, supports identities, brands and reputation, and secures the license to operate. Many new channels, formats and technologies are available. But resources are scarce and they won’t rise after the pandemic. You may have asked yourself: should we rather invest in Clubhouse, chatbots or a virtual event? Is it more important to build reputation with politicians, increase share of voice in the media or foster employee engagement? Are these activities – and is communication in general – really important for the overall success of the organisation? How can we solve the gap between long-term impact and daily requirements of a 24/7 media environment? These questions force us to reflect upon the fundamental relationship between communication and corporate success. Every organisation needs a suitable business model for its communication department, which helps practitioners to operate smoothly in a turbulent world, create overall value, and explain this to top management.

This masterclass will provide conceptual and practical solutions to position yourself and your communication team in a new way. It builds on the latest insights from international research and lessons learned from thought leaders in the field. Combining knowledge from corporate communications and strategic management helps you to understand and explain communications in the language of executives.

The basic concept in this course is strategic communication. Not all communication activities in an organisation are strategic – in fact, most are not. Many large and expensive campaigns might be necessary and useful, but quite operational from a management point of view. They support day-to-day work, but don’t make a difference, as competitors act similarly. Strategic communication, on the other hand, encompasses all communication that is substantial for the survival and sustained success of an organisation, a brand, a person or a function. Managing communication ensures that communication is used purposefully to engage in conversations of strategic or operational significance to organisational goals. This means: it’s all about the impact on value creation, not only about the success of corporate communications in the media or among stakeholders. What is needed is a business model for communications – a model that describes the rationale of how a communication department creates, delivers, and captures value for an organisation. This will be different for any organisation and it might change over time. It depends on the scope, set-up and tradition of the organisation, the expectations of top management and other executives, and the ambitions of the communicators in charge.

Understanding business models for communications and their dimensions helps you to reflect the current situation in your organisation. It enables you to think about alternative ways to deliver value and guides practical decisions like those mentioned above. The course will introduce different management tools for analysis, for aligning communication to corporate goals, and for positioning communication departments and communicators within organisations. You will learn techniques in interactive sessions, share experiences with peers working in different organisational setups, and talk to seasoned chief communication officers about their experiences. This helps you to apply strategic thinking in your own organisation and for your future career.

The general programme overview:

Day 1:

  • Strategic thinking and strategic communication
  • Business models for communications
  • Interactive workshop
  • Case study
  • Guest lecture

Day 2: 

  • Aligning communication and business goals
  • Applying the communication value circle and communication strategy house
  • Interactive workshop
  • Plenary discussion

Day 3: 

  • The positioning of communication departments and changing roles of communicators in organisations
  • Peer-to-peer debate
  • Plenary discussion
  • Guest lecture

This course is led by professor Ansgar Zerfass.

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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