Entrepreneurial PR: Leadership and Organizational Communication Strategies in Today's Startup Culture
This course is designed to provide public relations and communications professionals with a deep understanding of how to integrate entrepreneurial strategies with organizational communications functions in today’s startup culture. Examine how, in addition to being a strategic communications process, PR is now a management function that leverages data and social psychology. This role evolution has established entrepreneurial PR and communications professionals as true business partners who, ultimately, impact businesses and the public at large. How do visual storytelling, rhetorical conventions, and emotional intelligence in digital communications relate to more traditional PR tactics? And how does this convergence of old and new create more meaningful connections with audiences? Consider dynamic case studies from leading organizations within the on-demand (“sharing”) economy, including entrepreneurs across startup companies like Airbnb, Uber, StubHub, Blue Apron, Seamless, and Lyft that often take a nontraditional communication approach and are having a massive impact on the global stage, alongside larger companies such as Netflix and Groupon. Through creative class discussion and interactive presentations, learn how the new communications professional has enabled startups to incorporate innovative public relations strategies to create strategic messaging, engagement, and an overall reputation that resonate with a global intergenerational audience.
You'll Walk Away with
- An enhanced knowledge of how to achieve results when viewing public relations from an entrepreneurial outlook
- An overview of the growth of the online service-based ecosystem and the unique organizational communication models that help to drive startup success
- Professionals with intermediate experience in public relations or communications
- Professionals with either intermediate or theoretical applied knowledge of public relations or communications