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  3. Effective Corporate Communication: Principles & Evolution

Effective Corporate Communication: Principles & Evolution

This course explores trends and strategies in corporate communication. Participants evaluate its impact on business strategies and create ethical communication strategies. Through case studies and crisis management, learners develop proactive problem

Eric Zackrison
Eric Zackrison
Business | core | 4 hours |   Published: Jan 2024
In partnership with: Coursera

    Discussions

Overview

1KSTUDENTS*
96.9%RECOMMEND*

This course includes:

  • 4 hours of on-demand video  
  • Certificate of completion  
  • Direct access/chat with the instructor 
  • 100% self-paced online 

Effective Corporate Communication: Principles & Evolution" is a comprehensive course focusing on trends and strategies in corporate communication. Participants will assess its evolution's impact on business strategies and synthesize ethical internal and external communication strategies. Through case studies and crisis management, learners will develop proactive problem-solving skills. The course begins with foundational modules exploring the historical evolution and core principles of corporate communication. Participants gain insights into its significance in modern business and ethical considerations. Real-world examples provide context, deepening understanding.

Skills You Will Gain

Corporate Communication
Cross-Cultural Communication
Ethics in Communication
External Communication
Internal Communication

Learning Outcomes (At the end of this program you will be able to)

  • Evaluate the evolution and current trends in corporate communication,
    assessing their impact on business strategies.
  • Synthesize strategies for effective internal and external corporate
    communication, incorporating principles of ethics and best practices.
  • Apply techniques for crisis communication management, both internally and externally, demonstrating problem-solving skills.
  • Design comprehensive digital communication strategies, considering global and cross-cultural aspects and anticipating future trends.

Prerequisites

While this course has no specific prerequisites, a foundational understanding of business operations and a keen interest in communication strategies will enhance your learning experience. Familiarity with basic principles of communication and an eagerness to explore corporate communication’s evolving landscape are recommended.

 

Who Should Attend

This course is designed for corporate leaders, communication managers, PR professionals, and anyone interested in mastering corporate communication strategies. It is also ideal for HR professionals, crisis managers, and digital marketing specialists seeking to enhance their skills in internal and external corporate communication, crisis management, and digital communication strategies.

Curriculum

Instructors

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*Where courses have been offered multiple times, the “# Students” includes all students who have enrolled. The “%Recommended” shown is also based on this data.
1Module 1.1: Fundamentals of Corporate Communication
2Module 1.2: Historical Evolution of Corporate Communication
3Module 1.3: Communication, Ethics, and Structure
4Module 2.1: Employee Engagement and Relations
5Module 2.2: Internal Communication Strategies
6Module 2.3: Crisis and Change Communication Internally
7Module 3.1: Stakeholder Engagement and Media Relations
8Module 3.2: Brand Reputation and Image Management
9Module 3.3: Crisis Communication and Reputation Management
10Module 4.1: Digital Communication Strategies
11Module 4.2: Cross-Cultural and Global Communication
12Module 4.3: Innovations and Future Trends
Eric Zackrison

Eric Zackrison

Eric has had a distinguished 30-year career as a restaurant manager and owner. After attaining an MBA and MA from Missouri State University, he earned a PhD in Organizational Communication from UCSB. His research focuses on the coordination of work, team dynamics, leadership, and relationships in the workplace. Currently, Eric teaches in the Department of Technology Management at UCSB, where he works with both undergraduate and graduate students on subjects such as entrepreneurship, management, leadership, strategy, communication, and persuasion. He also teaches Organizational Behavior and Sustainable Business Practices for the MBA program at California Lutheran University.

In addition to his academic roles, Eric runs his consulting company, Effectiveness Consultants, where he collaborates with a wide range of organizations on leadership development, team building, and strategy. He also supports small businesses through two non-profits, WEV and the EDC-SBDC, helping them tackle challenges like market validation and day-to-day operations management. Furthermore, Eric has amassed over 1 million paid views of online courses across various platforms.

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Segment 08 - Core Principles of Effective Communication

Segment 09 - Ethical Considerations in Corporate Communication

Segment 10 - Corporate Communication and Organizational Structure

Segment 01 - Introduction to the Course & the Instructor

Segment 02 - Defining Corporate Communication

Segment 03 - Significance in the Business World

Segment 04 - Key Concepts and Principles of Corporate Communication

Segment 19 - Preparing For Internal Crisis

Segment 20 - Managing Internal Communication During Crisis

Segment 21 - Case Studies on Internal Crisis Communication

Segment 32 - Introduction to Module 4

Segment 33 - Embracing Social Media and Online Platforms

Segment 34 - Crafting Effective Digital Content

Segment 35 - Measuring Digital Communication Impact

Segment 11 - Introduction to Module 2

Segment 12 - Building a Communicative Culture

Segment 13 - Employee Feedback Systems

Segment 14 - Real-World Examples of Employee Engagement

Segment 15 - Tools and Channels for Internal Communication

Segment 16 - Effective Use of Internal Communication Tools (Part 1)

Segment 17 - Effective Use of Internal Communication Tools (Part 2)

Segment 18 - Case Examples of Successful Internal Communication

Segment 05 - Early Foundations of Corporate Communication

Segment 06 - Milestones in Corporate Communication

Segment 07 - Corporate Communication in the 21st Century

Segment 29 - Engaging with Investors, Partners and Customers

Segment 30 - External Crisis Management

Segment 31 - Case Studies on Crisis Management

Segment 36 - Navigating Cultural Differences in Communication

Segment 37 - Global Communication Strategies

Segment 38 - Case Studies in Global Corporate Communication

Segment 26 - The Essence of Corporate Branding

Segment 27 - Building and Maintaining a Consistent Brand Image

Segment 28 - Real World Branding Success Stories

Segment 39 - Emerging Technologies in Communication

Segment 40 - Anticipating Future Communication Trends

Segment 41 - Integrating Innovative Strategies

Segment 42 - Wrap up and Key Takeaways

Segment 22 - Introduction to Module 3

Segment 23 - Fundamentals of Public Relations

Segment 24 - Crafting Effective Press Releases and Public

Segment 25 - Media Relations Best Practices