Strategic Communication

Changing communication dynamics, stakeholder expectations and demand for transparency, authenticity and openness have forced C-suite executives to take a second look at their existing communication strategies. Compounding is the fact that with digitization of communication and the always on environment, strategic communication has become more dynamic and volatile amplifying the need to connect with stakeholders and build bridges. Communicating purposefully and deliberately on behalf of organizations, causes and social movements is the essence of strategic communication. Additionally, managing stakeholder expectations - their demands for innovation, corporate stewardship, stakeholder management etc., which are at an all-time high, has become a challenge. Within this changing business environment, some of the questions that managers and CEOs are often faced with: how do you communicate strategically to manage organizational image? What are the key attributes essential for success? What are the benefits of a stellar image? How do you communicate with internal and external stakeholders?Undoubtedly, there is a compelling need to address associated challenges of changing business environment and manage stakeholder expectations and demands. In the light of the above, how do organizations build and develop perceptions, address stakeholder concerns, and manage strategic communication?This programme, Strategic Communication, brings together the best in research and corporate practices through debate and discussion in class.

Building a NarrativeCommunicating CSRCommunicating with InvestorsCrisis CommunicationEthics and Corporate GovernanceManaging Internal and External StakeholdersMedia Communication

To examine drivers of strategic communicationTo generate value of strategic communication to C-suiteTo align strategy with resources, capabilities, constraints

A mix of case based and experiential learning. Participants are encouraged to engage in active interaction through classroom discussions and presentations.