• Understand the primary disciplines, functions and objectives of organizational communication as they relate to targeted stakeholder groups
• Demonstrate how commonly accepted communication models, theories, precedents, and best practices help guide corporate strategy and management decision-making
• Explain how globalization, greater consumer access to corporate information, and other factors are reshaping the communication disciplines and heightening their importance
• Identify potential communication challenges and opportunities in different business scenarios and apply the knowledge gained in this course to develop objectives, strategies, tactics, and other aspects of an organizational communication/reputation management plan

This course explores the increasingly important and evolving role of organizational communication and reputation management in today's business environment. Supported by theories, models, precedents, best practices, and case studies, the curriculum focuses on the six primary organizational disciplines that contribute to stakeholder relationships, corporate decision-making, and issues management. These disciplines include media relations, employee relations, investor relations, government relations, community relations, and crisis management. Through lectures, readings, discussion, and some role play exercises, students become familiar with the fundamentals of organizational communication, They gain further insight by analyzing how companies address social trends, cultural imperatives, competitive challenges, and unexpected controversies -- and apply targeted communication strategies and tactics -- to build "reputation capital."

Preliminary assignment: About 50 pages of reading and a brief summary of a reputation management issue (about two-thirds of a page)

Class 1: Historical and contemporary perspectives on organizational communication and reputation management
Class 2: Intro to reputation management planning: issues, stakeholders, objectives, strategies & tactics
Class 3: Communication disciplines: media relations, investor relations and government relations
Class 4: Communication disciplines: employee relations, community relations, crisis management
Class 5: Reputation management scenarios
Class 6: Feedback activity related to individual home project assignments (likely to also include both small-group and class-wide discussion) 
Class 7: Corporate social responsibility and sustainability
Class 8: Reputation management effectiveness: authenticity, measurement and other determining factors
Class 9: Communication leadership
Class 10: Emerging organizational communication and reputation management trends
Class 11: Comprehensive review

Preliminary Assignment: To help students get maximum value from ISUP courses, instructors provide a reading or a small number of readings or video clips to be read or viewed before the start of classes with a related task scheduled for class 1 in order to 'jump-start' the learning process.

Course timetable is available on https://www.cbs.dk/uddannelse/international-summer-university-programme-isup/courses-and-exams.

We reserve the right to cancel the course if we do not get enough applications. This will be communicated on https://www.cbs.dk/uddannelse/international-summer-university-programme-isup/courses-and-exams end February 2018 at the latest.

Mandatory readings:

•  Primary text available for purchase at CBS bookstore: Reputation Management: The Key to Successful Public Relations and Corporate Communication, 3rd edition, 2015, 408 pages, published by Routledge, an imprint of Taylor & Francis Group 

•  Three articles for purchase as digital coursepack from Harvard Business Publications (purchasing instructions with be forthcoming on CBS LEARN: (1) The Strategic Communication Imperative, (2) Leadership is a Conversation, and (3) Strategy and Society: The Link BetweenCompetitive Advantage and Corporate Social Responsibility   

•  Additional required readings posted on CBS LEARN: (1) Excerpts chapter 1: The Corporation and its Stakeholders: Business and Society: Stakeholders; Ethics, Public Policy; (2) Executive Summary: 2018 Edelman Trust Barometer, Edelman Berland; (3) The Alignment Factor, Reputation Institute; (4) Excerpts of Golden Book: First European CSR Awards Projects; (5) International Media Analysis Made Simple, Institute for Public Relations Measurement Commission; (6) Executive Summary: Building Belief: A New Model for Activating Corporate Character and Authenticity, Arthur W. Page Society 

Additional relevant readings:

Other relatively brief and free materials will be included as course proceeds based on timely business developments, student interests and other factors. Students are also responsible for independent reading/research tied to individual Final Papers/Home Project Assignments