1. Cases in Corporate Communication & PR
Phillip G. Clampitt, Ph.D.
Hendrickson Professor of Business
11/22/2018
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2. 1. About the Orientation
Determining your communicative purpose involves tough choices
Assessment (research) is an integral part of effective communication
To create a communication strategy you have to understand the business. (Biz strategy drives Comm. Strategy)
Developing an effective communicative strategy is far more difficult than mastering oral, written, and visual skills.
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3. Orientation cont.
You must have a working knowledge of current business events to develop an effective strategy.
Great strategies can never overcome poor execution.
An effective “thinking routine” trumps a recipe every time.
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4. 2. My Approach to the Class
If you learn the key principles, you can develop your own value adding thinking routine.
Students learn best by
Applying concepts to real world cases (Project 1)
Responding to pressure (Project 2)
My role is to accelerate the 3 step learning process
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5. Learning Process Adjust Demonstrate Study CI Application Feedback
 Learning =  Loops
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6. Commit to Personal Growth
3. My Expectations
Commit to Personal Growth
Act Professionally
Show Respect
Prof. C’s
Expectations
Identify strengths
Utilize strengths
Build on strengths
Identify improvement areas
Find ways to improve
Measure improvement
Avoid distracting others
Turn off cell phones
Don’t read newspapers
Notify me when you can’t make class
Show up on-time
Use proper writing conventions
Dress appropriately for presentations
Properly manage personal feedback
11/22/2018
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7. 4. Role of Teaching Assistants
Their Job
Manage schedules & logistics
Monitor class/group performance
Provide feedback
Coach & advise groups
Assist with lectures
Accelerate your learning
Not Their Job
Grade your exams or projects
Provide answers to exams or projects
Resolve your group problems
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8. 5. Major Topics Audience Analysis (Research) Risk Communication
Corporate Identity
Crisis Communication
Corporate Reputation
Branding
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9. 6. Major goal – Develop strategic thinkers
Strategy – Macro-level choices about direction, goals, messages, and processes.
Type
Experience
Personal
Family Upbringing/Experience
General Work Experiences
Becoming a CEO
Interpersonal
Being Mentored
Being Challenged by Others
Organizational
Monitoring Results/Benchmarking
Doing Strategic Planning
Spearheading a Major Initiative
External
Dealing with a Crisis
Vicarious Experiences
* Based on “Strategic Thinking at the Top” by Goldman, Sloan Management Review, Summer 2007.
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10. 11/22/2018
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11. 7. First Steps Conduct a self assessment Create a class name placard
Strengths
Weaknesses
Resources
Create a class name placard
Name
Personality profile
Skills working on
Develop a personal instruction manual
Use the syllabus and website as guides
11/22/2018
Cases