Corporate Communication Course Overview
Corporate communication is the term used to describe a variety of management functions related to an organization’s internal and external communications. Corporate communication have grown more important than ever as companies and other organizations attempt to develop and deliver clear messages about their institutions in an increasingly cluttered media environment.
In practice, corporate communication is a strategic tool that is leveraged to gain strategic advantage. Organizations use it to lead, motivate, persuade and inform both employees and outside stakeholders. How organizations set objectives, define messages and reach their employees, extended audiences, the media and customers, and how the company or group
articulates its vision and brings its values to life, will all be discussed.
In today’s world of complex internal and external communications needs, and the ever increasing demands of the digital age and morphing target audiences, we need to be better prepared to compete in this demanding and sometimes confusing landscape for the little memory space left in our audiences’ attention-span.
This course will provide an intimate understanding of the Corporate Communication landscape and the elements involved in developing strategies to promote the work of your organization. Organizations are usually careful to preserve the sensitivities of their clients and the issues they deal with.
The corporate communication course will offer tools and advice for anyone involved in corporate communication to deal with the balancing act of promoting and protecting the image/ reputation of the organization, communicating to the internal and external stakeholders, the public, doing media planning and strategies, event management, and using the new digital
Corporate Communication Course Objectives
• To form a basic comprehension of corporate communication, how its operates, where it
originated, how it has evolved and where it is applicable today
• To introduce students to the core activities with which corporate communication is involved
in order to understand which activities are appropriate in which circumstances
• To generate an understanding of the differences between public relations, advertising and
• To provide students with the skill-set required to be able to construct communications
planning tools and understand their relevance
• To understand how identify the key issues for an organization facing a particular issue and be
able to determine the action required in order to achieve an objective
• To broaden an understanding of the business world by exposing them to selected case
studies, through both readings and presentations by reputed senior public relations
• To supply skills to understand and implement basic issues regarding the creation,
development and production of communications products and tools.
By the end of this course, students should be able to:
• Identify various communications roles within an organization
• Develop key messages according to a specific context and set of objectives
• Understand and use effectively certain communications and public relations processes
• Construct a realistic communications plan
• Appreciate how communications affects an organization