Strategic Communication

Introduction

Why strategic Communication?

It is not uncommon for the communication function in many organizations to struggle with a lack of status and influence. Precisely for this reason, it is central that managers both within and outside the communication function gain increased insight into how communication creates value for organizations, and how sbuch value creation can be managed and measured.

The program prepares participants to assume leadership roles in data-driven communication and related functions within private, public, and civil society organizations. Participants gain insight into communicative solutions to pressing organizational challenges, including, change processes, employee engagement, reputation management, and crisis resilience.

Candidates learn to apply advanced research-based tools for planning, implementing, and evaluating communication. And they will be trained to develop solutions for how excellent communication can be organized and enacted to drive organizational performance and sustainable success in a changing world.

Course content

• Key perspectives, concepts, and trends in strategic communication: Explore modern practices of strategic communication and understand key dimensions of how they contribute to organizational value creation in a digital society. Learn how this is done not only by influencing stakeholders but also by enabling better organizational processes and decisions internally.
• Stakeholder analysis, insights, and strategy development: Learn to analyze organizational challenges and develop communicative solutions to these challenges in light of organizational assets (such as reputation, culture, or trust) as well as situational contexts (such as organizational crises or change). Apply research-based tools to analyze, strategize, and plan communication campaigns to address these challenges.
• Channels and tactics and the measurement and evaluation of communication: Gain insights into contemporary challenges of strategic communication activities in the context of digitalization and media innovation (such as the important role of artificial intelligence and digital platforms). Apply management tools for implementing, measuring,b and evaluating impactful communication campaigns.
• Study in Berlin: This module takes you to the Hertie School of Governance, located at Friedrichstrasse, a stone's throw from the city's elegant main street Unter den Linden, and from the Brandenburg Gate. Hertie is a leading graduate school specializing in public affairs and governance. Here you learn how to manage communication to align with legal, political, and ethical norms in modern society.
• Developing and leading communication: Learn to analyze structures and processes underlying the communication function in organizations. Explore how to position a leading communication department and how to position yourself as a leader of the communication function.