Gastvortrag in der MA-Vorlesung «Business Communication and Strategic Communication Management» an der Universität Fribourg.

Corporations are under constant public surveillance by their stakeholders, especially in the digital era. As the power of stakeholders increases through social media, business communication is challenged more than ever to establish a favorable image and reputation. Moreover, online media provide business communication with new opportunities to initiate dialogue with stakeholders, to manage public issues and to establish brands in the global environment.

The lecture covers various areas of business communication like reputation management, crisis communication, social media and campaign communication. Methods used in communication controlling and evaluation are introduced. Guest lecturers from international corporations will give profound practical insights. Additionally, selected topics will be illustrated by case studies enabling students to compose and evaluate communication strategies and practices.

Institution

Université de Fribourg | Universität Freiburg
Department für Kommunikationswissenschaft und Medienforschung

Veranstaltungsdatum

19. April 2023
Link zur Vorlesung

Funktion

Gastreferentin
researcher, expert, key-sprecker