External and media communication
Program
Instructor(s): Christian Hermansson
Duration: 4.5 h
0.5 ECTS
Group size: 16
Workshop objectives
This workshop intends to expand your knowledge about the importance of communication in an organization,
both internal and external. Communication is an integral part of any modern organization, and the use of it – in
particular in a crisis situation - can decide whether it persist or perishes. The workshop will analyse how to use
communication – reactively and proactively-, how to relate to media and the channels available when delivering
a message.
Workshop description
Internal and external communication in an organization
Crisis communication
Reactive and proactive communication
How to relate to media
Channels available when delivering a message
Workshop methodology
Sharing of concepts and tools, exercises, group discussion and individual reflection.
Expectations regarding session attendance
You are expected to be on time and to participate actively by making sense of what is being discussed in terms
of your personal objectives and challenges. Personal reflection and group participation are considered to be
critical to extract value from the sessions and as such are considered the key to pass/fail.
Extra-class assignments
Evaluation
To pass participants must attend the session on time and participate actively in the group discussion.
Reference reading
All relevant references will be provided by the instructor in class.
About the instructor(s)
Christian Hermansson has worked as a Swedish diplomat for more than 15 years. During this time, he has
been the Press Secretary to the former Foreign Minister of Sweden, Mr. Carl Bildt, and has worked for several
years in the Department of Press, Communication and Information of the Swedish Foreign Ministry. His
diplomatic career includes postings to Spain, Colombia, Israel, Ireland and Portugal. He currently works with
Political and Economic relations in the Australian Embassy in Lisbon.
He holds a Master of Arts in European Political and Administrative Studies from College of Europe in Bruges,
Belgium.
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