Traditional communication is giving way to innovative approaches and tools that are shaping a new kind of communication focused on people.
Corporate communication is transforming into a dialogue that promotes listening and learning due to the social changes accelerated by new technologies, stakeholders’ extensive experience of relations with companies, globalization and the opening of different markets.
Communication and reputation management are based currently on a positive promotion and need to be open to share its business experience, culture and projects. Now the aim is to create real connections and achieve explicit support by upholding causes that go beyond purely business and economic goals.
According to Interbrand, brand accounts for 38% of a company’s total value and it is important ton consider it as a key element that forms commitment and long-term attachment by stakeholders.
There are ten dimensions determine a brand’s strength and its position in the market and the society: relevance, authenticity, accessibility, differentiation, consistency, exposure, clarity, commitment, responsiveness and protection.
Companies need to understand that brands can transform and improve societies. But in order to achieve this level, organizations need to behave seriously, coherently and ethically to improve their reputational profile in the eyes of the society and their stakeholders.
To better understand how this affects communication, this document explains the case of Nestlé: Several years ago some brand attributes of the company started deteriorating because they were associated with some burning international problems, such as child labour and fair trade. This delivered a blow to the company’s reputation and urged the company to strengthen its leadership in the area, reinstating its positive and ethical association with nutrition.
Besides, the role of the Communications Director is acquiring increasingly strategic and holistic perspective which in practice means the following: more globalization and responsibility, more listening and transparency, more coordination and reputation, more development and adaptation.
Communication in its traditional form is no longer useful. Pure communication is not able to create a link with the stakeholders and influence the society. In order to achieve it, companies simply have to do what they say rather than talk about what they will do in future. Intangible assets, especially identity and reputation, allow companies to align the discourse and the project in a mutually beneficial dialogue. Values should not only be stated, but also practiced in everyday activities.
Traditional communication is giving way to innovative approaches and tools that are shaping a new kind of communication focused on people.
Corporate communication is transforming into a dialogue that promotes listening and learning due to the social changes accelerated by new technologies, stakeholders’ extensive experience of relations with companies, globalization and the opening of different markets.
Communication and reputation management are based currently on a positive promotion and need to be open to share its business experience, culture and projects. Now the aim is to create real connections and achieve explicit support by upholding causes that go beyond purely business and economic goals.
According to Interbrand, brand accounts for 38% of a company’s total value and it is important ton consider it as a key element that forms commitment and long-term attachment by stakeholders.
There are ten dimensions determine a brand’s strength and its position in the market and the society: relevance, authenticity, accessibility, differentiation, consistency, exposure, clarity, commitment, responsiveness and protection.
Companies need to understand that brands can transform and improve societies. But in order to achieve this level, organizations need to behave seriously, coherently and ethically to improve their reputational profile in the eyes of the society and their stakeholders.
To better understand how this affects communication, this document explains the case of Nestlé: Several years ago some brand attributes of the company started deteriorating because they were associated with some burning international problems, such as child labour and fair trade. This delivered a blow to the company’s reputation and urged the company to strengthen its leadership in the area, reinstating its positive and ethical association with nutrition.
Besides, the role of the Communications Director is acquiring increasingly strategic and holistic perspective which in practice means the following: more globalization and responsibility, more listening and transparency, more coordination and reputation, more development and adaptation.
Communication in its traditional form is no longer useful. Pure communication is not able to create a link with the stakeholders and influence the society. In order to achieve it, companies simply have to do what they say rather than talk about what they will do in future. Intangible assets, especially identity and reputation, allow companies to align the discourse and the project in a mutually beneficial dialogue. Values should not only be stated, but also practiced in everyday activities.
Statement of Accomplishment: Programming for Everybody (Python) 2015Michal Mlynarcik
The Programming for Everybody (#PR4E) course from the
University of Michigan School of Information introduces students to the Python programming language and studies how Python can be used to do data analysis.
1. coursera.org
Statement of Accomplishment
WITH DISTINCTION
MAY 07, 2015
KAPIL KHURANA
HAS SUCCESSFULLY COMPLETED
Programming for Everybody
(Python)
The Programming for Everybody (#PR4E) course from the
University of Michigan School of Information introduces students
to the Python programming language and studies how Python can
be used to do data analysis.
CHARLES SEVERANCE
CLINICAL ASSOCIATE PROFESSOR, SCHOOL OF INFORMATION
UNIVERSITY OF MICHIGAN
PLEASE NOTE: THE ONLINE OFFERING OF THIS CLASS DOES NOT REFLECT THE ENTIRE CURRICULUM OFFERED TO STUDENTS ENROLLED AT
THE UNIVERSITY OF MICHIGAN. THIS STATEMENT DOES NOT AFFIRM THAT THIS STUDENT WAS ENROLLED AS A STUDENT AT THE UNIVERSITY
OF MICHIGAN IN ANY WAY. IT DOES NOT CONFER A UNIVERSITY OF MICHIGAN GRADE; IT DOES NOT CONFER UNIVERSITY OF MICHIGAN
CREDIT; IT DOES NOT CONFER A UNIVERSITY OF MICHIGAN DEGREE; AND IT DOES NOT VERIFY THE IDENTITY OF THE STUDENT.