Public affairs

The objective of this course is to define public affairs as part of the overall management task, showing how it contributes to strategic planning, management decision-making and the achievement of strategic, organizational, marketing and other objectives.
 

Professor
Module
Understanding the communication environment and managing integrated communication

Effective public affairs serves a critical role in shaping both public policy and publics’ perceptions to foster a conducive environment for meeting organizations’ objectives within a competitive, institutional and socio-political context. The objective of this course is to define public affairs as part of the overall management task, showing how it contributes to strategic planning, management decision-making and the achievement of strategic, organizational, marketing and other objectives. The course also outlines the main areas of public affairs practice, covering government relations, issues management, community relations, relations with non-governmental organizations and pressure groups, as well as corporate social responsibility.

Learning methods include in-class discussions and application, building on the knowledge and understanding participants gain through pre-readings and many of the preceding EMScom topics like crisis management and change management. The course also builds heavily on EMScom modules linking communication to management and strategic management. A typical course session includes lectures and discussions, in-class exercises done individually and in groups, and case studies. Throughout the course, participants receive demonstrated practice frameworks that can almost immediately apply to their organizations, positions and/or workplaces.

Participants gain relevant, contemporary strategic frameworks for guiding and organizing public affairs efforts, as well as tools and techniques for their managerial response tool kits. They go forward with a global perspective on public affairs, including European, North American and Asian contexts, which they can apply as communication professionals.