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Syllabus for One-Day Seminar

Interested in teaching a one-day seminar on communications fundamentals for business students?

Consider using this easily modifiable, six-hour seminar from Paul Argenti, professor of corporate communications, Tuck School of Business, Dartmouth College, to fit your course needs.

Changing Environment of Business/Communications Function (90 minutes)
• Attitudes about business
• Recognizing the changing environment
• Connecting corporate communication to business strategy
• Development of the communications function
• Structure of the communications function/reporting
• Setting communication objectives

Communications Strategy/Executive Branding (90 minutes)
• Analyzing constituencies
• Delivering messages appropriately
• Identifying channels and structuring the message
• Defining/articulating your vision


Media Relations/Social Media (90 minutes)
• Building better relations with the media
• Building a successful media relations program
• Integrating digital strategies into your business
Reputation management in a social media world
• What is PR Crisis? (Is all news really good news?)

Crisis Communications (90 minutes)
• How to prepare for crises
• Communicating during the crisis