Corporate Communication examines communication strategies for creating a powerful, consistent corporate identity that will provide long-term benefits and value to an organization. The course aims at providing knowledge about the nature of corporate communication and the many ways in which PR managers can handle, manage and resolve out- and in-house communication problems. The course reviews a set of activities involved in managing internal and external communications aimed at creating favorable point-of-view among audiences on which the company depends, such as customers, government bodies, media, employees, and local community. Students leave the class with a realistic understanding of how to communicate with different audiences in routine and crisis situations.
Hours of lecture
Hours of discussion
Hours of independent study
Total numbers of hours
Please note that the time spent on independent study exceeds hours of lecture and discussion.
The course will cover the following topics:
Setting the Scene (4 hours)
basic concepts of corporate communication
corporate identity, image, reputation
target audiences of corporate communication
Clients Relations (8 hours)
strategic corporate communication
integrated marketing communications
company promotion on the Internet
Media Relations (10 hours)
mass media as a target audience and a channel of communication
classification of the media
texts and events for the media
ethical foundations of media relations
Public Affairs (8 hours)
ethical foundations of Government Relations
Corporate Social Responsibility and corporate philanthropy
Employee Communications (4 hours)
personnel as a strategic corporate resource
the system of internal communication
Crisis Communication (6 hours)
classification of crises
communication in crisis
crisis as an opportunity of corporate innovation
Argenti Paul A. (2013) Corporate Communication. 6th ed. McGraw Hill Education, New York.
Ang, Lawrence (2014). Principles of Integrated Marketing Communications. Cambridge University Press
Argenti Paul A. (2009) Digital Strategies for Powerful Corporate Communications. McGraw Hill Education, New York.
Aronson Merry, Spetner Don, Ames Carol (2010) The Public Relations Writer’s Handbook. The Digital Age. John Wiley & Sons, USA.
Chumikov A.N. (2013) Antikrizisnyje kommunicatsii. Moscow: Aspect Press (in Russian).
Chumikov A.N., Bocharov M.P. (2012) Gosudarstvennyi PR. Svyazi s obshchestvennost’u dla gosudarstvennykh organizathij i proektov. Moscow: Aspect Press (in Russian).
Minaeva L.V. (2010) Vnutrikorporativnyje svyazi s obshchestvennost’u. Moscow: Aspect Press (in Russian).
Sites of commercial organizations, government agencies and nonprofit organizations.
Homework will be assigned weekly. You will be expected to study the books from the reading list and to analyze various cases. You will also have to prepare and present a research project on communication audit.
It is a graded course of study. You should complete all the assignments and take an exam.