Strategic Communication Management

Introduction

Strategic communication is the purposeful use of communication by an organization to engage in conversations of strategic significance to its goals. Digital technologies, such as networking sites, mobile media, or algorithms bring about new organizational forms (e.g., sharing platforms or social media), and fundamentally change the way information is produced, disseminated, and consumed. This creates new challenges and opportunities for the strategic role of communication.  

In this course, we explore the institutions and processes through which communication contributes to organizational success in the digital age, and we learn how these processes are managed. We develop a deep understanding of the constitution of organizational identity, reputation, and legitimacy, and we discuss the role of strategic communication in democratic societies, including implications for peaceful, just, and strong institutions. Further, the course addresses managerial solutions to the planning, implementation, and evaluation of communication activities and offers insight into contemporary challenges of strategic communication in the digital age (such as the important role of artificial intelligence, social media engagement, environmental and sustainability demands, or corporate social responsibility and diversity for organizational legitimation and reputation). Finally, the course explores the various institutional setups through which strategic communications is enacted and how communication services and products are delivered by communication departments and external vendors such as agencies and consultancies.

The course builds state of the art knowledge and skills in strategic communication from an international perspective and gives insight into the use of academic theories in daily business practices of communicating (i.e., communication processes to foster identity, image, reputation, etc.) and managing (i.e., processes of planning, organizing, staffing, executing and evaluating communication). The course prepares students to assume leadership roles in communication and related functions by combining deep analytical knowledge in communication and organization with personal skills and competencies in research-based tools and instruments for strategizing, implementing and innovating strategic communication activities. It also prepares those assuming responsibility in general management to understand the specific value of communication and to leverage the full potential of communication specialists for organizational success.

Course content

PART I: Foundational Concepts and Theories

1. Introduction: Strategic Communication and Strategic Communication Management

2. The Formation of Legitimacy and Reputation in the Digital Society

3. Strategic Communication, deliberation and democracy

PART II: Challenges and Solutions in Practice

4. Value Creation, Alignment and Goal-Setting in Communication Management

5. Communication Strategies and Planning

6. Communication Tactics, Channels, and Media

7. Performance Measurement and Evaluation

PART III: Situational and Future Perspectives

8. Situational and future perspectives 1 (e.g., sustainability, CSR, diversity, and inclusion)

9. Situational and future perspectives 2 (e.g., artificial intelligence, automation, disinformation)

PART IV: Institutionalization of Communication Management

10. Communication Services and Products: Stakeholder Communications, Coaching, and Advising

11. Communication Departments as Internal Partners: Contributions and Business Models

12. Agencies and Service Providers as External Supporters: Delegation and Cooperation