Écoles, masters et doctorats / Schools, Masters and Doctorates / Enseignements / Teachings
tégies gagnantes, stratégies perdantes, Paris, O. Jacob, 2011 ; DANIEL Joseph, La parole présidentielle, Paris, Le Seuil, 2014.
Business leaders, politicians and institutional players now understand that positive spin is a collective performance to meet the growing demands of the court of public opinion. This new ecosystem obeys a whole new set of rules. Leaders must either proactively and constantly anticipate or be caught up in a downward spiral. Based on theoretical material and operational cases, this course aims at building expert reﬂexes, and deﬁning and implementing tailor-made communication strategies to transform risks into new opportunities for reputation, before, while, and after a crisis occurs. Required reading : Communication de crise et médias sociaux, Emmanuel BLOCH, Dunod, 2012 ; Corporate Reputation, 12 Steps of Safeguarding and Recovering reputation, Wiley 2008 ; The Handbook of Crisis communications, Coombs, W. Thimothy and Holladay, Sherry J., Wiley ; Le lobbying à rebours. L'inﬂuence du politique sur la stratégie des grandes entreprises, Cornelia Woll, Sciences Po Les Presses, 2011 ; Putting the Public Back in Public relations- How Social Media Is Reinventing the Aging Business of PR, Brian Solis and Deirdre Breakenridge, FT Press, 2009.
COMMUNICATION STRATEGIES FOR "AUGMENTED INFLUENCE" : FROM CRISIS MANAGEMENT TO REPUTATION BUILDING OP
Semester : Autumn Number of hours : 24 Language of tuition : English
Teachers : Bertrand CHAMBENOIS (Directeur Associé), Aurélie MOTTA-RIVEY (Associée, Tilder). Prerequisite : This course requires dedicated media watch and strong personal involvement (preparation of written and oral assignments). Pedagogical Format : Seminar Course validation : Students will be graded on the basis of performance in four areas : 1) One individual written paper : analysis of an actual crisis communication case and recommendations for a communication strategy (35%). 2) Mock TV Interview : “One crisis/ 7 minutes” : live debate between two students on communication strategies, based on the latest news (15%). 3) Group presentation (groups of 2 students) on one of the topics allotted during the ﬁrst session (35%). 4) Participation - notably during crisis simulation exercises (15%). Pedagogical Method : 24 hours : 12 two-hour sessions. Seminar course. Class discussions on current crisis situations covered by traditional and social media, student presentations and participation, crisis simulation exercises. Course Description : In the 24/7 global conversation, how can beliefs, ideas, and brands weather constant communication risks ? Sharing emotions, engaging audiences, and managing the narrative tension of events have all become “a matter of survival”, but they also represent an unprecedented opportunity for augmented inﬂuence.
COMMUNICATION WORKSHOP IN DEVELOPMENT, POST-CONFLICT AND HUMANITARIAN ENVIRONMENTS
Semester : Spring Number of hours : 24 Language of tuition : English
Opened to the exchange program
Teachers : Anne-Valérie TRIBOULOT (Directeur du Contenu, Auditoire). Prerequisite : This course is accessible without any speciﬁc knowledge or experience. It is designed for students with an interest in the communication and social aspects of development, post-conﬂict and humanitarian environments as well as an interest in the role played by communication in development policies. Basics in the development ﬁelds (actors, issues, programs) and communication are welcome. Pedagogical Format : Seminar 1121