Cases in Corporate
Communication & PR
Phillip G. Clampitt, Ph.D.
Hendrickson Professor of Business
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1. About the Orientation
A.
B.
C.
D.
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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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Orientation cont.
E.
F.
G.
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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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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
A.
B.

Applying concepts to real world cases (Project
1)

C.
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Responding to pressure (Project 2)
My role is to accelerate the 3 step
learning process
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Learning Process
Study
CI
Application
 Learning =  Loops
Adjust
Demonstrate
Feedback
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3. My Expectations
Identify strengths
Utilize strengths
Build on strengths
Commit to Personal
Growth
Identify improvement areas
Find ways to improve
Measure improvement
Prof. C’s
Expectations
Show Respect
Act Professionally
Show up on-time
Use proper writing conventions
Dress appropriately for presentations
Properly manage personal feedback
Avoid distracting others
Turn off cell phones
Don’t read newspapers
Notify me when you can’t make class
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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
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Not Their Job
 Grade your exams or
projects
 Provide answers to
exams or projects
 Resolve your group
problems
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5. Major Topics






Audience Analysis
(Research)
Risk Communication
Corporate Identity
Crisis Communication
Corporate Reputation
Branding
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6. Major goal – Develop strategic thinkers
Strategy – Macro-level choices about direction, goals, messages, and processes.
Type
Personal
Experience
Interpersonal
Being
Organizational
Monitoring
External
Dealing
Family
Upbringing/Experience
General Work Experiences
Becoming a CEO
Mentored
Being Challenged by Others
Results/Benchmarking
Doing Strategic Planning
Spearheading a Major Initiative
with a Crisis
Vicarious Experiences
* Based on “Strategic Thinking at the Top” by Goldman, Sloan Management Review, Summer 2007.
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7. First Steps

Conduct a self assessment




Create a class name placard





Strengths
Weaknesses
Resources
Name
Personality profile
Skills working on
Develop a personal instruction manual
Use the syllabus and website as guides
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