The role of communications for business management. The concept of reputation, its components and approaches to management. Interaction of the company with internal and external influence groups. Work with company employees as "bearers" of corporate reputation: peculiarities of presenting information in the public field about the company and its activities. Workshop and case studies on the topic

New rules and management of media relations in business. Social networks as an information channel and a business environment. Preparing company speakers for public communications. Workshop and case studies on the topic

New Rules and Management of Media Relations in Business

• Global and Ukrainian trends in the media market, trust in the media, and trusted sources of information.
• Specifics of the Ukrainian media market and its impact on the tools and effectiveness of media relations.
• The rules and role of media relations on social media.
• The modern media mix: how to effectively combine communication through media outlets and social media.
• Interesting and relevant case studies from Ukrainian practice in communications via media and social networks: how to systematize and adopt practices for various industries.

How to Interact with Opinion Leaders and How to Do It Systematically

• The role of public and expert opinion leaders in an organization's reputation.

Features and Practices of Communication in a Hostile Information Environment During Wartime
 

• Challenges and strategic advantages of Ukrainian cultural manifestations in wartime (attitudes toward institutions, power distance, uncertainty avoidance, relationship and particularist orientation, limited trust).
• Social cohesion of Ukrainians—horizontal and vertical; how it works and how not to lose it.
• Polarization of Ukrainian society—causes, mechanisms, potential lines of "division," steps toward reduction, and the current type of social polarization.
• Mental models according to Schema Theory—how they are formed, how they guide attitudes and behavior, and 4 ways to change a target audience's mental model.
• Group memory, "memory archipelago," and "Propaganda of the Deed" (POTD) according to Neville Bolt's system (King's College)—what you need to know about hostile influences on mass attitudes and behavior in wartime.
• How Russian narratives work to influence Ukrainian society: the basis, mechanism, use of social media and opinion leaders, and key vulnerabilities for such influences in different sectors (business, government, non-profit).

Global and Ukrainian Trends in Social Media Communications
 

• Features, benefits, and risks of social media as an environment and a communication channel.
• The main sources of reputational problems for businesses on social media.
• Various post formats on Facebook – recommendations on the "dos" and "don'ts" of posting.
• Interacting with negatively-inclined opinion leaders on social media.
• Trolling and trolls. How to minimize the harm from communicating with them? How to neutralize them?

Features of Public Communications and Their Difference from Private Communications
 

• Preparing company speakers for public communications.
• Why a corporate speaker needs a public profile.
• Why "rhetoric" and "eloquence" are not universal or priority skills for an effective speaker.
• The optimal approach to preparing a speaker for public communications.
• A step-by-step guide to bringing a team of business speakers into the public space.
• Business speakers on social media – the "pros" and “cons.”
• What documents regulate a business's public communications (information policy, speaker requirements, etc.)?

Mission, values and corporate culture as the basis, vector and framework of corporate culture, communications and behavior of company employees. The foundation for creating an employer brand and the role of internal communications to drive business change. Workshop and case studies on the topic

Setting communication tasks to achieve the business goals of the company. Interaction with contractors (agencies) and approaches to evaluating their work. Tools to measure the effectiveness of communications and their proper use. Workshop and case studies on the topic