Aims
Upon completion of the course students will be able to:
- analyze processes and actors related to the image formation of organizations;
- distinguish the potential contribution of communication by the organization from other contributions to image formation;
- reflect critically on the literature on crisis and reputation management;
- analyze a case in the field of communication and reputation based on insights from the literature;
- provide well-founded advice to optimize communication by an organization, based on the analysis of a case.
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Content
Reputation is an important factor for organizations, because a good reputation makes an organization attractive to both consumers and (potential) employees. Building a good reputation takes a long time, and if a crisis hits an organization, its reputation can be seriously damaged. Organizations are therefore committed to maintaining a carefully built reputation.
This course focuses on recent theories and empirical findings related to reputation and crisis management. Special attention is paid to the role of communication in improving and maintaining reputation. Topics such as the relationship between the identity of an organization and the perception thereof by its stakeholders, the role of issue management in creating and maintaining the desired image, and the importance of crisis communication are discussed. The link between theory and practice is guaranteed by guest lectures and by applying insights from the scientific literature to existing organizations.
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NB Please note: the use of English in this course is not aimed at improving students' proficiency in English, but to make the course accessible to students who are not proficient in Dutch. If the latter do not participate, the language of instruction will be Dutch, following the language policy guidelines of the Faculty of Arts. Irrespective of the course’s language, for the assignments and the exam students can choose to use English or Dutch.
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