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KCOE 3075 - Communication Strategies for "Augmented Influence": From Crisis Management To Reputation Building Op

Type d'enseignement : Seminar

Semester : Autumn 2018-2019

Number of hours : 24

Language of tuition : English


This course requires dedicated media watch and strong personal involvement (preparation of written and oral assignments).

Course Description

In the 24/7 global conversation, how can beliefs, ideas, and brands weather constant communication risks? Sharing emotions, engaging audiences, and managing the narrative tension of events have all become “a matter of survival”, but they also represent an unprecedented opportunity for augmented influence. Business leaders, politicians and institutional players now understand that positive spin is a collective performance to meet the growing demands of the court of public opinion. This new ecosystem obeys a whole new set of rules. Leaders must either proactively and constantly anticipate or be caught up in a downward spiral. Based on theoretical material and operational cases, this course aims at building expert reflexes, and defining and implementing tailor-made communication strategies to transform risks into new opportunities for reputation, before, while, and after a crisis occurs.


  • CHAMBENOIS, Bertrand (Directeur Associé)
  • MOTTA-RIVEY, Aurélie C. (Associée, Tilder)

Pedagogical format

24 hours : 12 two-hour sessions. Seminar course. Class discussions on current crisis situations covered by traditional and social media, student presentations and participation, crisis simulation exercises.

Course validation

Students will be graded on the basis of performance in four areas: 1) One individual written paper: analysis of an actual crisis communication case and recommendations for a communication strategy (35%). 2) Mock TV Interview: “One crisis/ 7 minutes”: live debate between two students on communication strategies, based on the latest news (15%). 3) Group presentation (groups of 2 students) on one of the topics allotted during the first session (35%). 4) Participation - notably during crisis simulation exercises (15%).

Required reading

  • Communication de crise et médias sociaux, Emmanuel BLOCH, Dunod, 2012
  • Corporate Reputation, 12 Steps of Safeguarding and Recovering reputation, Wiley 2008
  • The Handbook of Crisis communications, Coombs, W. Thimothy and Holladay, Sherry J., Wiley
  • Le lobbying à rebours. L'influence du politique sur la stratégie des grandes entreprises, Cornelia Woll, Sciences Po Les Presses, 2011
  • Putting the Public Back in Public relations- How Social Media Is Reinventing the Aging Business of PR, Brian Solis and Deirdre Breakenridge, FT Press, 2009

Additional required reading

  • La cérémonie cannibale, de la performance politique, Christian Salmon- Pluriel, 2013
  • Cognitive Surplus : Creativity and Generosity In a Connected Age, Chirku, Clay- Penguin, 2010
  • La communication de crise, Thierry Libaert- Dunod, 2010
  • La Fabrique de l'Opinion, Une histoire sociale des sondages- Loïc Blondiaux- Seuil, 1998
  • Le management des situations de crise : anticiper les risques et gérer les crises, Laurent Combalbert, ESF éditeur, 2012
  • Meatball Sundae, Is Your Marketing Out of Sync? – Seth Godin- Portfolio 2007
  • L'opinion et ses publics, une approche pragmatiste de l'opinion publique, Mathieu Brugidou, Sciences Po Les Presses, 2008
  • Propaganda, Horace Liveright, Eward Louis Bernays, 1928
  • Les règles d'or du lobbying, Stéphane Desselas et Natacha Clarac, Editions du Palio, 2012
  • Storytelling, la machine à fabriquer des histoires et à formater les esprits, Christian Salmon- La découverte, 2007
  • The Tipping point, How Little Things Can Make a Big Difference, Gladwel, (Malcom) , Back Bay books, 2002
  • The Net Delusion: The Dark Side Of Internet Freedom, Morozov, Evgeny, Public Affairs 2011
  • E -reputation: strategies d'influence sur internet, Edouard Fillias et Alexandre Villeneuve, Ellipses, 2011
  • Psychologie des foules, Gustave Le Bon, PUF, 1895
  • Risk Issues and Crisis Management In Public Relations, Regester, Michael and Larkin, Judy- Coganpage, 2008