Strategic Communications
PRCC1-GC1060
Credit:
Marketing, Advertising, and Public Relations
This course will focus on interdisciplinary activities including strategic communications planning, crisis avoidance and crisis communications planning, and an overview of Integrated Marketing Communications. Students will learn how to approach one of the most difficult tasks facing corporate communicators today: how to pull together all the internal and external communications initiatives, from press releases to advertising, that impact various constituencies in terms of their awareness, attitudes and behavior. Specifically, an organization?s product positioning should be consistent with the overall positioning of the organization itself, and both communications initiatives should flow from the core principles the organization stands for (for example, a commitment to the marketing of quality products). So, if those core principles are not sound, and if they are not communicated consistently to internal and external audiences, performance and reputation will suffer, as the spate of recent scandals demonstrated. While a good reputation cannot be built, or at least sustained, unless the organization does good things, reputation is a function of communication as well as behavior ? so both have to be managed consistently and well. Governance and disclosure principles are overviewed.
To register for this course you must be an admitted student in an NYU credit or degree program or have special student status.
Admitted NYU credit or degree students may visit NYUHome to register through ALBERT.
To apply to an NYU-SCPS credit or degree program, call (212) 998-7100.
