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BUS 121 — Promote and Protect Your Brand: Corporate Communications Strategies

Quarter: Winter
Day(s): Saturdays
Course Format: Live Online (About Formats)
Duration: 2 days
Date(s): Jan 21—Jan 28
Time: 10:00 am—1:00 pm (PT)
Refund Deadline: Jan 23
Unit: 0
Grade Restriction: NGR only; no credit/letter grade
Tuition: $295
Instructor(s): Priscilla Barolo
Limit: 50
Class Recording Available: Yes
Status: Open
DOWNLOAD THE SYLLABUS » (subject to change)
Live Online(About Formats)
10:00 am—1:00 pm (PT)
Jan 21—Jan 28
2 days
Refund Date
Jan 23
0 Unit
Grade Restriction
NGR only; no credit/letter grade
Priscilla Barolo
DOWNLOAD THE SYLLABUS » (subject to change)
We are operating in a business landscape where news travels at the speed of a tweet; every employee, customer, and stakeholder has the potential to enhance or undermine your company brand; and people are inundated with information and misinformation. This environment makes creating a thoughtful, impactful communications program more important—and more difficult—than ever.

This course will begin by defining corporate communications, its place in a company, and how it looks at its best. We will discuss how to build and lead a successful communications organization, from team structure to resources and launching campaigns, using real-life examples. We’ll examine various functions of communications and delve into crisis mode, covering everything from managing employee misconduct to product outages. A deep dive into media relations will focus on producing a continuous stream of coverage while making news from the company pop in the press. We’ll explore various social media strategies and ways to build internal communications and content programs from the ground up. And we will also touch on how communications can partner with other teams such as government and investor relations. You will complete the course with a holistic understanding of corporate communications, its key subfunctions, and its role within business today, as well as specific strategies for developing a successful communications program of your own.

Strategic Communications Consultant

Priscilla Barolo is the former head of communications for Zoom, where she oversaw media relations, social media, content, and internal communications, among other functions. She started her career in nonprofit fundraising. Barolo received an MBA from Santa Clara University.

Textbooks for this course:

There are no required textbooks; however, some fee-based online readings may be assigned.