Communication management encompasses the outline of the communication policy, the coordination, the supervision, and evaluation of every communication activity aiming for an enduring consolidation of a company’s position by, for instance, creating a positive and credible image.
The course starts by outlining the importance of communication management for a company. In a next step, the most significant activities of a communication manager and his/her team are described. The notions and models that are vital in this domain are studied, i.e. identity (corporate identity), image (corporate image), and reputation (corporate reputation). The research methods used to study and analyze a company’s image and identity are also elaborated upon.
In the following part of the course, more attention is given to the company’s policy, as well as to the planning of different communication activities. The focus is on the use of corporate communications tools and PR-instruments aimed at the communication with several internal and external target groups. Not only the structure and process of internal communication, but also its function is dealt with. In addition, attention is given to the development of internal media, such as the intranet and the staff magazine.
One of the things that are dealt with as well, is the build-up of media relations by means of press documents (such as the press release, the press file, the white paper, and the annual report), but also through a press conference and briefing, an open house, a press trip, etc. Issues management and crisis communications are also highlighted.
Finally, special attention will be paid to the role of and implications of social media for communication management.