May 7

We often think of casual chats at work as mere “small talk,” but these everyday interactions actually play a significant role in how organizations function. In this talk, I will define informal communication, explain why it is important for employees and organizations, and describe how it fits into the organization’s internal communication system. We will examine studies that explore how various conversation topics, partner configurations, and communication methods influence outcomes at the micro level, such as well-being and sense of belonging, as well as at the meso level, such as organizational culture and commitment. Finally, we will discuss how remote and hybrid work models impact informal communication among employees and what this means for organizations.

Influencers have become important organizational stakeholders in shaping brand identity, reputation, and public relations. This lecture explores the role of influencers in corporate communication and clearly distinguishes it from influencer marketing, focusing on long-term strategic communication rather than short-term promotional activities. The session examines how organizations integrate influencer collaborations into broader corporate communication strategies. Drawing on real-world examples, this lecture examines how organizations strategically collaborate with influencers to amplify messages and build credibility, focusing on influencer selection, long-term partnerships, and key challenges such as authenticity, brand–influencer fit, and ethical considerations.

An in-depth understanding of the target audience is at the heart of corporate and brand communication. An empathy map is a useful tool that helps to understand people, how they think, how they feel and what they need. From audience insights creative strategies are born. The lecture will provide students with knowledge on empathy maps. A special emphasis will be placed on the analysis of successful campaigns aimed at different target audiences, also on crisis situations that escalated due to lack of empathy for the target audience.

This lecture examines the growing role of nano and micro influencers in marketing and public relations, highlighting the shift from celebrity influencers to smaller creators with highly engaged and trust-based audiences. It explores how this trend relates to broader changes in digital media, audience segmentation, and declining trust in traditional advertising. Through case studies from sectors such as nonprofit, lifestyle, technology, and local business, students analyze how these influencers support brand awareness, reputation management, and relationship-building.The lecture also focuses on strategic decision-making, introducing frameworks to evaluate influencer fit, credibility, and alignment with organizational goals, and to integrate influencer marketing into broader communication strategies.

This lecture explores how organizations can turn large amounts of available data into meaningful insights that create value for both the firm and its customers. While big data promises deeper knowledge of markets, products, brands, and consumers, many organizations struggle to transform data into usable insights. The session examines how data can support more effective and customer-centric communication strategies. Students will explore the Customer Journey and its key touchpoints and learn how data can inform communication across these moments. The lecture also introduces the Big Data Value Creation Model, providing a practical framework to understand how organizations can gain insights from customer data, connect data to customer touchpoints, translate data into valuable propositions, and recognize both the potential and limitations of data-driven marketing.