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KCOE 4105 - Reputation means business : an introduction to corporate street cred

Type d'enseignement : Seminar

Semester : Autumn 2017-2018

Number of hours : 24

Language of tuition : English

Pre-requisite

Operational English level

Course Description

Influence, lobbying, PR, crisis management. What are we really talking about here, if not protecting a company's “street cred”, the face it presents to the world and to its ecosystem. Its reputation is increasingly a substantial part of its business development strategy. Although approaches diverge from country to country and national specificities still matter, this trend can be observed globally. By inviting students to gradually think and design strategies as PR professional working in an agency or in a communication corporate department, this course aims to provide future young professionals with a comprehensive and hands-on overview of the fields, strategic options and tools that compose reputation management and building for corporate clients. On a regular basis, one can witness popular services and products being hit hard by aggressive regulation, often spurred by poor reputation among lawmakers, or a brand suddenly disappearing from the top picks of trendsetters although it had been the hot issue of the media for years. Even more striking is the ever-unpredictable interference of politics (and not just policies) and its damaging consequences for corporations and their development. Understanding the increasingly disintermediated interactions between public opinion and companies, as well as the growing list of requirements for business (ethics, environment, quality, etc.) proves to be a pre-requisite to navigate efficiently between the multiple crises involving big business. Moreover, public authorities are mutating stakeholders, with the emergence of a new generation of governing elites, which do not abide by the same codes and expectations as their predecessors. In this context, each company has the responsibility to put in place a greater transparency, new ways of addressing its publics and focus not only on its image on a pure business level, but most importantly on its reputation as an integral part of public life, supporting its business strategy. Thus, influence requires a swiss-knife approach, to activate the right levers at the right time, according to the level of crisis and urgency. This course's objective is to introduce students to the right doses between crisis management and long-term reputation building, press relations and public affairs, pure PR and an integrated approach, calling upon different fields of communications.

Teachers

  • GUERY, Antoine (Consultant, Havas Worldwide Paris)
  • SALTSMAN, Daniel (Consultant Senior, Havas Worldwide Paris)

Pedagogical format

Array

Course validation

Ongoing group case study presentation, based on a company designated during the first class. 2 presentations in class (10 min + 5 min Q&A), each worth half the final grade (40%) Individual op-ed on a designated topic, written in class (25%) Individual presentation on a free topical issue, presented in class, involving both a Press and Public Affairs Component. 5 minutes presentation, 5 minutes Q&A. (25%) Participation (10%)

Required reading

  • Gorius (Aurore), Moreau (Michael), Les gourous de la com', La Découverte, 2012
  • Diermeir (Daniel), Reputation Rules : Strategies for Building Your Company's Most Valuable Asset, McGraw Hill Professional, 2011
  • Zetter (Lionel), Lobbying, Hh, 2011

Additional required reading

  • Libaert, (Thierry), La communication de crise, 4ème édition – Dunod – 2015
  • Intérêt général : que peut l'entreprise ? Institut Montaigne – Manitoba Les belles lettres 2013
  • Torossian (Ronn), For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations, BenBella Books, 2011
  • Le Bret, (Hugues), La semaine où Jérôme Kerviel a failli faire sauter le système financier mondial, Les Arènes, 2010
  • Fouks (Stéphane), Cayzac (Géraldine), Kumar (Yamini), Les Nouvelles Elites, portrait d'une génération qui s'ignore, Plon, 2006
  • Buckley (Christopher), Thank You for Smoking, Random House, 1994