Prep for Oct 2: Corporate Communications Overview

Before class, please:

1. Read “Corporate Positioning: How to Assess – and Build – a Company’s Reputation” (Thomas J. Kosnik, Harvard Business School, February 13, 1989), which you can find in the course package. Consider: What does positioning have to do with corporate communications?
2. Read “The New Rules of Corporate Communications” (Wendy Marx, FastCompany.com, October 13, 2015). Consider: How is this author’s approach different from/similar to the control expressed in the other assigned reading, above?
3. There is no prep quiz for this class.
4. Come prepared with any questions you have about the Stakeholder Engagement Analysis assignment, as this class will be another good opportunity to clarify anything that remains unclear to you. We will likely have a guest speaker on Wednesday, and we might not have time to discuss the assignment at length in that class – so plan accordingly.