Executive Short Programmes

Communication for leaders and organisations

This course helps general managers to understand the power of strategic communication and reputation management. It helps leaders to link effective communication to organisational goals, to define objectives for communication professionals, departments or agencies, and measure their success.

Why Communication for leaders and organisations?

Case studies and interactive discussions will be used to reflect on the personal challenges for leaders in today’s dynamic media environment: when to speak out and when to keep silent, how to build a personal brand, and how to deal with digital technologies.

Reputation, brands, corporate culture and thought leadership are key drivers for success in today’s information societies. At the same time, fake news and rumors spread by competitors, negative reports in the media or social media crises can harm the performance of any company, nonprofit or governmental organisation.

General managers and top executives are the face of their organisation. Their authority will be questioned if communication fails, and their image will rise when communication departments do a good job. This course will provide basic knowledge about state-of-the art communication in organizations from a leadership perspective:

  • How can communication contribute to organisational success?
  • Which goals should be defined for communication departments and agencies?
  • How to measure the performance of communications – which indicators are useful, which figures often used by practitioners are not suitable?
  • What is needed to build a manager’s brand and to protect his/her reputation?

Participants will learn how an organization’s communication and culture for effective communication can help them to reach organisational goals and how to use professional competencies for communication in their organisation most efficiently. This enhances their abilities as managers and adds much-needed competencies to their profile.


The short programme includes two exciting days of lectures, interactive discussions, case studies and networking formats. Participants will learn from international academics with years of practical experience. They will apply management tools, reflect on real-life case studies and profit from discussions with a long-term CEO who reports about his/her insights. Last but not least, participants will share their own experiences with peers from other organisations and sectors for new inspirations. 

After the course, participants can contact BI’s Centre for Corporate Communication to discuss further opportunities and next steps for improving communication in the own organisation, e.g. through a communication audit, by benchmarking the excellence of the communication function or specific activities against the state of the art, or through company-specific workshops about other topics.


Participants will learn: 

  • why communication is a key driver of success in today’s mediatised world
  • to distinguish corporate communication and the competencies needed for this from communication in teams and leadership situations
  • how communication creates value for organisations
  • how to align communication to business goals
  • about the different roles of communication departments and professionals
  • to define objectives for communication departments/professionals and agencies, to evaluate their activities, and to critically assess proposals from communication experts
  • about top management’s personal responsibilities as premier communicator and guardian of the organisation’s reputation
  • about the pros and cons of building a personal brand and of communicating actively on social media and other platforms


  • General managers in companies, non-profits and governmental organisations (executive board members, owners, assistants to board members)
  • Business unit leaders; country managers
  • Leaders of departments frequently collaborating with communication departments and agencies, e.g. marketing, human resources, research & development, law
  • Management consultants working in the fields of strategy, change and restructuring


  • Prof. Dr. Peggy Brønn
  • Prof. Dr. Ansgar Zerfass


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Practical information

Dates and location

BI - campus Oslo
30 - 31 May 2018