Fall 2014 - 62650 - PA388K - Advanced Topics in Public Policy | LBJ School of Public Affairs | The University of Texas at Austin

Fall 2014 - 62650 - PA388K - Advanced Topics in Public Policy

Strategic Corporate Communications

The old saying “Knowledge is Power” is only half right; Knowledge is useless if it is not strategically communicated clearly and effectively.    The capacity of modern organizations to develop and communicate integrated messaging strategies is essential in a world of non-stop information and split-second decision-making.  Agencies, companies, and nonprofits have become essential social and political actors on the world stage.  Executives must possess sophisticated understanding and skill to inform, motivate, and persuade various constituencies and audiences within the global public sphere and social/political networks.

This class will survey different arenas and practices of strategic communication—not only in the world of business, but also the effect on all of global society—to motivate, persuade and inform diverse audiences and constituencies.  The course encompasses basic precepts of public affairs, investor relations, community engagement, and governmental relations to integrate the insights of practicing corporate communication professionals with the concepts and academic approaches of communication theory.  Ultimately, students will have a broad understanding of the different roles and functions involved in strategic corporate communications within contemporary global society.

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