Strategic Communication Management
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 communicative constitution of organizational identity, reputation, and legitimacy, and we address managerial solutions to the planning, implementation, and evaluation of communication activities. Further, the course offers insight into contemporary challenges of strategic communication in the digital age, such as the important role of artificial intelligence and social media engagement for organizational responsibility and legitimation. And it 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.
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 and the Communicative Constitution of Organizations
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. Reputation Management in Times of Automation and AI
9. Responsibility Online: CSR Communication on Digital and Social Media
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
This is an excerpt from the complete course description for the course. If you are an active student at BI, you can find the complete course descriptions with information on eg. learning goals, learning process, curriculum and exam at portal.bi.no. We reserve the right to make changes to this description.