Recent media crises in the corporate, consumer products and political milieus, among others, have demonstrated the importance of swift, effective reactions to shifting opinion and outright attacks on line. Such situations are frequently complicated by the interaction of traditional and social media. More important, organizations of all types weather on-line crises much more safely when they have well designed crisis management plans in place. The rise of digital media has greatly enhanced the key role of internal stakeholders (e.g. employees, volunteers, users) in shaping, for better or worse, an organization’s communications with outside stakeholders (e.g. media, taxpayers, shareholders). As a result, communication with, among, and by internal stakeholders is an essential component of an organization’s communication management. In addition, social media has given organizations an array of new tools for enhancing the recruitment, integration and retention of employees and volunteers.
|Dates||Day & time||Fee|
March 8 - April 12, 2018
6 - 9pm
* Fees for non-credit courses apply
Course duration: 30 hours in class plus approximately 15 hours of readings and assignments
Continuing Education Units (CEUs): 4.5
This course is part of the Certificate in Digital Content and Community Management Program. For more information, click here.
If you wish to register for an individual course without being admitted to the program, please click here for registration instructions.
Aligning digital communications with organizational strategies. Development and implementation of digital communication plans. Employee engagement, internal branding, policies and best practices in the use of social media in organizations. The use of social media tools for employee recruitment, handling information leaks, reputation and crisis management. Integration of traditional and social media relations.
- Digital communications and organizational strategy: alignment and support.
- Policies on the use of social media in organizations – trends, legal issues and best practices
- Social media and employee recruitment
- The roles of employees, managers and other internal publics as ambassadors, creators of corporate culture and sources of information
- Use of digital media in pro-active communications such as during restructuring, mergers or acquisitions
- Leaks of confidential and proprietary information over the Internet – cases in causes, prevention and management
- Issue tracking and reputation management using on-line tools
- Online crisis communications and management – pro-active intervention and damage control
- The evolving interaction and mutual influence of social and traditional public information media
- Development and evaluation of digital media communication plans.
Students are required to bring their laptops/notebooks/tablets to class.
One week (7 calendar days) prior to the first class.
If you miss the registration deadline, please contact 514-398-5454 or pd.conted [at] mcgill.ca
For information regarding tuition payment please refer to: Student Accounts
Third Party Billing
If you have an agreement with your employer whereby the company should be billed directly for your course fees, please refer here for instructions on initiating a Third Party Sponsorship.
All cancellation & section change requests must be made in writing to Pdregistrations [at] mcgill.ca
Receive a full refund if your cancellation request is received prior the registration deadline - one week (7 calendar days) prior to the first class.
Receive a refund minus $100 cancellation fee if your cancellation request is received after the registration deadline - within one week (7 calendar days) prior to the first class.
No refunds are issued after the first class of the course, however suitable participation substitution will be permitted.
E-mail: pd.conted [at] mcgill.ca