Corporate Communication

eCornell

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  • online
  • on demand

eCornell

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Who should attend

  • Public Relations Professionals
  • Communications Professionals
  • Marketers
  • Executives
  • Mid-Level Managers
  • HR Leaders

About the course

Corporate communications professionals play a critical role in how organizations are perceived among both internal and external audiences. Their function encompasses media and public relations, internal employee communications, and crisis communications — which are becoming more essential than ever to manage in today’s age of social media wildfire.

Whether you need to prepare to communicate a significant change initiative within your organization, work through a media crisis, or develop key messages to deliver to company stakeholders, this customizable certificate program will prepare you to build a career in the increasingly important function of corporate communications.

Communication Planning for Change

The ability to effectively communicate about change in an organization is essential for success. Change is inevitable and people will be affected by it to varying degrees — even by positive change — so it's important to be able to communicate clearly. In this course, you will explore the different ways change can impact people, how communication can alleviate negative reactions, and how to work with resistance to change. You will be introduced to formal communication plans, identifying the kinds of change that require documented plans and establishing the appropriate internal and external audiences that must be considered. You will then define the communication objectives for each audience, identifying their needs and discovering that each audience is distinct and may need different information at different times. Lastly, you will examine message strategy and timing, determining the content of the message, the forms of media that should be used for delivery, when to communicate with each audience, who the messenger will be, and the types of reactions to expect so that negative reactions can be effectively addressed and positive reactions can be encouraged.

Crisis Communication Planning

A crisis can have a tremendous impact on the people involved and on an organization's performance and reputation, so it's important to communicate effectively in order to minimize negative consequences. Preparing for a crisis through the creation and ongoing analysis of a crisis communication plan can help minimize negative reactions and fallout. In this course, you will define crisis, paracrisis, and the goals of crisis communication. You will share your own experiences and practice identifying potential crises, creating a crisis communication plan, choosing a crisis communication team, and evaluating the plan.

A key component of preparing for a crisis is crafting messages for internal and external stakeholders. Messages must be quick, consistent, and open, and preparing initial statements ahead of time will help leaders and spokespersons communicate effectively during a crisis. You will examine the content of effective initial statements with the opportunity to review real-life examples, evaluating them for quality and success. You will practice addressing difficult questions and criticisms, exploring acceptable and graceful responses.

Once the crisis is over, it's important to review what worked well, what didn't, and to update the crisis communication plan for next time. Reflecting on a real life example, you will evaluate the response to the crisis and the crisis communication plan itself.

KEY COURSE TAKEAWAYS

  • Create a communication plan to support organizational change
  • Communicate with internal and external stakeholders
  • Communicate during a crisis to maintain or rebuild organization reputation
  • Explore critical decisions such as when to negotiate, when not to negotiate, whether you should make the opening move in a negotiation, and how many issues you want to put on the table
  • Respond decisively and consistently when faced with situations that require a decision
  • Identify a helpful process framework for leading change initiatives and develop a change vision
  • Determine and mitigate risks connected with your solution

WHAT YOU'LL EARN

  • Corporate Communication Certificate from Cornell SC Johnson College of Business
  • 40 Professional Development Hours (4 CEUs)

Experts

Glen Dowell

Biography Professor Glen Dowell is an associate professor of management and organizations at the Johnson Graduate School of Management. He researches in the area of corporate sustainability, with a focus on firm environmental performance. Recent projects have investigated the effect of local demo...

Risa Mish

Risa Mish is professor of practice of management at the Johnson Graduate School of Management. She designed and teaches the MBA Core course in Critical and Strategic Thinking, in addition to teaching courses in leadership and serving as faculty co-director of the Johnson Leadership Fellows progra...

Angela Noble-Grange

A graduate of the Johnson MBA program, Professor Angela Noble-Grange, a senior lecturer of management communication, teaches oral communication and management writing at Johnson. Her interests include persuasive speaking and writing, as well as gender and race differences in message perception. S...

Cathy Enz

Cathy A. Enz is the Lewis G. Schaeneman Jr. Professor of Innovation and Dynamic Management and a professor in strategy. She currently serves as the associate dean for academic affairs in the School of Hotel Administration. Her prior administrative roles included serving as associate dean for indu...

Amy Newman

Amy Newman is a senior lecturer of management communication at the Cornell School of Hotel Administration. She teaches the core undergraduate and graduate communication courses and an elective, Corporate Communication. Newman is author of Business Communication: In Person, In Print, Online (Cenga...

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Corporate Communication at eCornell

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