INTRODUCTION AND PRINCIPLES
CORPORATE COMMUNICATION VERSUS PUBLIC RELATIONS (PR)
CORPORATE COMMUNICATION IMAGE AND POSITIONING
IMPORTANT COMMUNICATION PRINCIPLES
INTEGRATED COMMUNICATION
NEW GENERATION COMMUNICATION
TWO-WAY COMMUNICATION
PUBLIC DIPLOMACY
INFORMATION OVERLOAD
CREDIBILITY
POLITICAL CORRECTNESS
ALTERNATIVE FACTS AND FAKE NEWS
TYPES OF COMMUNICATION
VOLUNTARY AND INVOLUNTARY COMMUNICATION
DIRECT AND INDIRECT COMMUNICATION
VISUAL COMMUNICATION
CORPORATE PHILANTHROPY
CORPORATE SOCIAL RESPONSIBILITY (CSR)
SPONSORING
PATRONAGE
DONATIONS
PLANNING FOR CORPORATE COMMUNICATION
SOCIO-POLITICAL AND ECONOMIC ENVIRONMENT
COMPANY INTERNAL AND EXTERNAL POSITIONING AND MISSION STATEMENT
THE IMPACT OF “ZEITGEIST”
NEGATIVE PUBLIC PERCEPTION
COMMUNICATION GOALS AND OBJECTIVES
MANAGEMENT ENDORSEMENT
UNREALISTIC MANAGEMENT EXPECTATIONS
STRATEGY AND TACTICS
REACTIVE (DEFENSIVE) STRATEGY
PROACTIVE STRATEGY AND CONTINGENCY PLANNING
SELECTING COMMUNICATION TACTICS
BRAINSTORMING
TARGETING AND MICRO-TARGETING
CONTENT
CREATING CONTENT
CURATING CONTENT
CONTENT AUDIT
STRATEGIC CORPORATE COMMUNICATION PLAN
EVALUATION AND SUCCESS CONTROL
MEDIA COMMUNICATION
OFFLINE MEDIA TOOLS
MEDIA ALERTS
PRESS CONFERENCE
INTERVIEWS AND TALK-SHOWS
OTHER PRINT MEDIA TOOLS
ONLINE MEDIA
EMPLOYEE (INTERNAL) COMMUNICATION
CASE STUDY: INTERNAL COMMUNICATION IN A HOTEL
INVESTOR COMMUNICATION
POLITICAL COMMUNCATION
GOVERNMENT RELATIONS
LOBBYING
SOCIAL MEDIA IN POLITICAL COMMUNICATION
CONFLICT / CRISIS COMMUNICATION
MEDIA RELATIONS IN A CRISIS
CRISIS COMMUNICATION SCENARIO 1: INDUSTRIAL INCIDENT
CRISIS COMMUNICATION SCENARIO 2: ANTICIPATED NEGATIVE MEDIA COVERAGE
CRISIS COMMUNICATION SCENARIO 3: RUMOURS
CRISIS COMMUNICATION SCENARIO 4: PUBLIC CONFLICT
CRISIS COMMUNICATION SCENARIO 5: TERROR ATTACK
LESSONS TO LEARN FROM COMMUNICATION BY TERRORISTS
COMMUNICATION IN CONFLICT RESOLUTION PROCESSES
CORPORATE IMAGE-IDENTITY-CULTURE AND MISSION
MULTI-CULTURAL CORPORATE COMMUNICATION
COMMUNICATION AT TRADE SHOWS
COMMUNICATION FOR EVENTS
COMMUNICATION FOR TRADE ASSOCIATIONS AND CLUBS
COMMUNICATION FOR CLUBS
COMMUNICATION FOR ENTERTAINMENT VENUES AND NIGHT CLUBS
HOSPITALITY AND TOURISM SECTOR COMMUNICATION
CORPORATE COMMUNICATION IN THE ARTS SECTOR
COMMUNICATION FOR FANS
PERSONAL BRANDING
COMMUNICATION FOR NON-PROFIT ORGANISATIONS
COMMUNICATION FOR NON-PROFIT ORGANISATIONS
ONLINE TOOLS FOR FUNDRAISING
COMMUNICATION FOR FOUNDATIONS
COMMUNICATION FOR CHARITIES
TALENT CRITERIA FOR CORPORATE COMMUNICATION