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Every Business Is a Brand: Managing Corporate Communications in the Digital Age



In this “always on” world of ours, the demand for consistency in word and deed is more stringent than ever.

Fee

$995  + taxes

Length

One day – 9 a.m. to 5 p.m.

Language
Course given in French
Dates

HEC Montréal
November 3, 2017
March 15, 2018

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In this “always on” world of ours, the demand for consistency in word and deed is more stringent than ever. This quest for coherence is what drives the strategic role of corporate communications in the 21st century – the ongoing pursuit to ensure values, actions and rhetoric are aligned at all times.

Once a purely utilitarian consideration, communications are now very much an upstream function and a key component in any corporate strategy. But understanding and acting on this self-evident truth requires a fundamental change in positioning at the management and leadership level.


Goals

The goals of this seminar are to:

  • Position the role of communications from a strategic and operational viewpoint;
  • Learn to manage business and reputational risks inherent in the digital age;
  • Internalize key media management principles;
  • Discover effective ways to build trust in a distrustful world.

Is this for you?

Business leaders and managers in any field, as well as communications and PR professionals, who wish to get a better handle on the “business as brand” concept and acquire the skills to drive the necessary changes in their organization.

Special features

  • Unique content that will help you maximize your brand and manage your media exposure.
  • Experienced instructors specializing in corporate strategy and communications.

Instructors:

Sylvain Lafrance
Sylvain Lafrance

Adjunct Professor, HEC Montréal
Jean-Jacques Stréliski
Jean-Jacques Stréliski

Adjunct Professor, HEC Montréal
  1. What is a “brand” in 2016? What communications used to be – and what communications are today.
  2. New managerial positioning: Communications-related risks and opportunities.
  3. Perceived consistency: Aligning values, actions and words.
  4. Case study.
  5. Expert panel.
  • Presentations.
  • Case studies.
  • Expert panels.

Participants in all of our seminars will receive a certificate of completion from Executive Education HEC Montréal.



For more information

Lyne Mathieu
Contact
Lyne Mathieu
Phone
514 340-6046

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