Your Public Relations and Communications Community
Curriculum and Schedule
Thursday, September 8, 2011 | ||
| 3-4:15 p.m. | Welcome and Program Introduction Workshop | |
| All Faculty | ||
| Participants will discuss current challenges and opportunities they face leading their agencies. This session is intended to help frame the key issues to be explored in the program. | ||
| 4:30-6 p.m. | Walking Session | |
| "Learning from Jefferson: Architectural Tour of the University of Virginia Lawn" | ||
| Professor Liedtka | ||
| From the heart of the historic UVA campus and World Heritage Site, examine how Thomas Jefferson used his design of the main grounds to inspire action and a better future. | ||
| 6-8 p.m. | Reception and Dinner – Colonnade Club | |
Friday, September 9, 2011 | ||
| 8:30-10:30 a.m. | Class Discussion | |
| "The Purpose-Driven Organization: Whole Foods Case Study and Article" | ||
| Professor Freeman | ||
| Analyze the business model of Whole Foods Market, including their sense of purpose, commitment to key stakeholders, brand value of servant leadership and supporting culture. Also, discover how to replicate this business model, and its reasons for success. | ||
| 10:30-10:45 a.m. | Break | |
| 10:45-11:15 a.m. | Learning Team Meeting – Botanical Gardens | |
| 11:15-12:45p.m. | Class Discussion – Botanical Gardens | |
| "Engaging Stakeholders in a New Future" | ||
| Professor Liedtka | ||
| Evaluate in detail the way effective leaders create “strategic conversations” that engage team members to design a better future together. | ||
| 12:45-1:45 p.m. | Lunch | |
| 1:45-3:15 p.m. | Workshop | |
| "Understanding Your Clients’ Needs" | ||
| Professor Liedtka | ||
| Borrowing from the toolkit of design consultancies, like IDEO, deepen understanding of your customers’ needs by evaluating the latest tools and tactics. | ||
| 3:15-3:30 p.m. | Break | |
| 3:30-4:30 p.m. | Guest Speakers From the Executive Suite | |
| TBD | ||
| Share client perspectives and the front-of-mind issues confronting C-Suite executives. | ||
| 4:30-5:15 p.m. | Reflection and Learning Debrief | |
| Professor Rubin | ||
| 6-8 p.m. | Reception and Dinner | |
Saturday, September 10, 2011 | ||
| 8:30-10 a.m. | Class Discussion | |
| "Who’s Responsibility — Pulling It All Together: GE Healthcare Case" | ||
| Professor Freeman | ||
| Dissect a case study on the changing idea of responsibility in today’s global business environment, where stakeholder engagement and communications take center stage. | ||
| 10-10:15 a.m. | Break | |
| 10:15-11:45 a.m. | Class Discussion | |
| "Personal Leadership and Change" | ||
| Professor Freeman | ||
| Probe deeper into your own personal idea of leadership and develop it it in context of ethics, values, and different approaches. Participants are encouraged to bring a “personal leadership project or challenge” to work on during the session. | ||
| 11:45 -Noon | Program Wrap-Up |
