The class will be offered through Virginia Tech’s Department of Communication to MBA students in the Pamplin College of Business. The course guides business students in reputation management fundamentals and includes topics such as corporate communications (internal and external), integrated marketing communications, investor relations, corporate social responsibility (CSR), government relations and crisis communications.
“Clear and strategic communication is a core skill for any successful business leader,” said Dean Elizabeth Spiller of Virginia Tech’s College of Liberal Arts and Human Sciences. “We are pleased that this innovative joint initiative between the Virginia Tech College of Liberal Arts and Human Sciences and the Pamplin College of Business will give MBA students critical communication skills that will serve them throughout their careers.”
“We agree that stronger background in corporate communication and reputation management would make our MBA graduates more effective leaders for their organizations,” Pamplin College of Business Dean Robert Sumichrast said. “We are glad to cooperate with the public relations faculty of the Department of Communication to add this elective to our MBA curriculum.”
“We thought PRSA made a strong case for adding corporate communication coursework to the MBA curriculum,” added Dr. Douglas Cannon, APR+M, Fellow PRSA, a professor of practice in the Department of Communication. “We wanted to make sure Virginia Tech graduates were among the growing group of MBAs prepared to enhance a company’s reputation and goodwill.”
PRSA formally launched the MBA-level strategic communication course in fall 2013 after completion of a successful pilot program at five leading business schools.
“Having another prestigious business school offer the PRSA MBA strategic-level communication course is a demonstration of how important professional communication is to businesses and other organizations” said Mark McClennan, 2016 PRSA Chair. “At Virginia Tech, future business leaders will learn the essential value of communication to strong execution, and will be able to work more strategically with communications professionals.”
To best meet the needs of each business school’s MBA program, the turn-key course is offered in full semester, mini-mester or seminar formats. Schools interested in the course can obtain information through the PRSA website at https://www.prsa.org/Learning/MBA/index.html#.Vzyl05MrJE4.
About the Public Relations Society of America
PRSA is the largest professional organization serving the U.S. public relations community. With a mission to “advance the profession and the professional,” PRSA provides news and information, thought leadership, continuing education and networking opportunities; sets standards of professional excellence and ethical conduct; and advocates for the business value of public relations and greater diversity among public relations professionals. Based in New York, PRSA comprises 110 local Chapters; 14 Professional Interest Sections that focus on specific industries and practice areas; and the Public Relations Student Society of America (PRSSA), which is active at more than 340 colleges and universities.
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