Managerial Communication

Syllabus

Thematic definition of lectures: 1. Introduction to managerial and corporate communication Theoretical foundations and characteristics of key concepts. Communication as a managerial competence: importance, functions, impacts on performance and culture. Theoretical foundations: communication models. The communication process. Communication goals. Communication actors. Internal vs. external communication. Prerequisites for effective communication. 2. Internal communication in an organization Communication as a management tool. Communication in problem-solving. Formal and informal communication. Feedback. Barriers to internal communication. 3. Psychological aspects of managerial communication Ego states and communication positions. Transactions in communication and their consequences for cooperation. Game analysis. The function and background of games in transactional analysis. Psychological safety and trust. De-escalation of tension. Practical application: diagnosing the situation, choosing an appropriate managerial communication strategy. 4. Communication in the process of change and employee development Change in an organization: typical phases, resistance to change, most common communication mistakes. Stress-related communication reactions. Congruence in communication. Nonviolent communication. Empathic response. Respectful vs. power-based approach. Employee development: growth conversation, development plan, communication of expectations and support. 5. Persuasion and strategic influence in managerial communication Persuasion vs. manipulation: definitions, boundaries, ethics, and reputational risks. Attitudes: how they are formed, the role of emotions and identity. Principles of influence and argumentation. Strategic influence internally and externally. 6. Coaching approach and conflict resolution in management Differences between coaching and a coaching-based managerial approach. Goals and essence of coaching. The relationship between coaching, mentoring, consulting, and psychotherapy. Coaching as a style of leading people. The coaching conversation. Basic models and techniques. Conflict: types, causes, escalation. The manager as a mediator. Principles of mediation, the process and phases of mediation, mediation agreement. 7. External communication with stakeholders Stakeholders: identification, influence–interest mapping, prioritization. Relationships with customers, partners, competitors, and the public. Corporate identity. Corporate image and reputation. Linking culture, identity, and communication. 8. Marketing communication – specifics and objectives Integrated marketing communication: consistent messages across channels. Communication strategy and evaluation of its effectiveness. Communication and value creation: internal vs. external target groups, employer branding. Campaign management. 9. Communication with customers and the market Understanding the customer: needs, motivations, barriers, customer journey. Communication marketing mix: advertising, PR, sales promotion, direct, digital, events. Digital and online communication. New forms of communication. 10. Media communication and public relations Mass media. PR and media relations: press releases, briefings, interviews, media training. Communication with journalists. Content analysis. Evaluation of media outputs. 11. Public communication and lobbying Communication audit. Public communication: plan, messages, channels, participation. Lobbying: characteristics, ethical aspects, legal and cultural differences. Lobbying in marketing communication: impact on regulation, reputation, stakeholder management. 12. Professional etiquette, protocol, and ethics in communication Ethical principles in corporate and marketing communication. Protocol and etiquette. Moral dilemmas. Professional conduct: credibility, consistency, respect. 13. Trends in managerial and corporate communication Guerrilla and viral communication. Mobile communication. Event marketing, sponsorship, product placement. Trends in channels and target audience behavior. Thematic definition of seminars: 1. Prerequisites for effective managerial communication Manager’s personality, presenting organizational values in communication. Communication skills and competencies of the manager. Diagnosing one’s own style. Practicing clear formulation of the goal of a conversation. Micro-skills: active listening, paraphrasing, “check-back” (verification of understanding). 2. Feedback in internal communication Principles of giving and receiving feedback. Feedback as a management tool, feedback between coworkers, feedback from customers. Feedback models (e.g., situation–behavior–impact–expectation). Practicing work with feedback. 3. Psychological analysis of communication situations Identifying ego states and types of transactions in dialogues. Recognizing communication “games” and proposing an alternative response. De-escalation phrasing: shifting from tension to cooperation. 4. Nonviolent communication and working with emotions Practicing principles and the process of nonviolent communication and empathic response. Observation without evaluation, working with description, recognizing and expressing emotions in communication. Empathic listening. 5. Persuasion and strategic influence Argumentation practice: claim–evidence–reasoning. Framing: reframing a message for different audiences (team, leadership, customer). Nonverbal elements in communication. 6. Coaching and mediation What coaching is and is not. Applying the GROW model in coaching. Basic phases of a coaching conversation. Setting and formulating goals (individual and team). Basic coaching techniques and tools. Practicing the formulation of coaching questions. The Wheel of Life/balance and integration of values, their impact on employee engagement. Practicing mediation skills. Using neutral language, active listening, transforming complaints into neutral statements. Simulation of workplace conflict resolution using mediation. 7. External communication and stakeholders Stakeholder mapping: influence and interest, expectations, risks. Designing key messages for target segments. 8. Marketing communication Basic and specific methods used in marketing communication. Criteria for selecting and applying individual methods to identify an organization’s marketing communication needs. Analysis of a marketing campaign. 9. Consumer behavior and communication Identifying and characterizing patterns of consumer behavior in both internal and external environments as carriers of an organization’s marketing communication. Customer journey and its analysis. Working with barriers: customer objections and responses without manipulation. 10. Media communication Simulated media interview – preparation of key messages. Press release: structure, headline, quotes, facts, contacts. 11. Public, lobbying, reputation Communication audit. Ethical dilemmas in lobbying. Reputational risks: identification and proposal of preventive measures. 12. Ethics, protocol, and professional conduct Morality and ethics in corporate communication. Corruption, clientelism, favoritism, discrimination, and other phenomena contrary to morality and ethics in communication. Etiquette in practice. Protocol at formal events. Ethical boundaries – case analysis. 13. Intercultural communication Cultural and intercultural behavior patterns and their essence. Cultural competencies and skills in intercultural marketing communication. Cultural intelligence (CQ) as the basis of communication in marketing in a global environment and in an intercultural corporate environment.