Building Influence: Strategic Communication, Organisational Identity and Change

Strategic communication refers to the practice and study of the deliberate and purposive communication that organizations engage in to reach their goals. Organizations communicate strategically to change public opinion, promote public health, advance human rights, attract new volunteers, convince employees to embrace a change initiative, manage crises, and promote their "brand", among many other things. This course will explore strategic communication scholarship about key issues that organizations must tackle (e.g., transparency, accountability, and identity). The course connects theories to real-life case studies and puts particular emphasis on ethical strategic communication practice.