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The Global Chief Communications Officer

The Global CCOWashington, D.C. New York Madrid

Georgetown University, Washington, D.C. Columbia University, New YorkESADE Business School, Madrid

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The Global Chief Communications Officer

The Global CCO

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The Global CCO is a senior management program designed in partnership by two leading

institutions – ESADE Business School and Corporate Excellence–Centre for Reputation

Leadership. It is focussed on the most critical topics to improve the knowledge and the skills

of the Global Chief Communications Officer (Global CCO). This new position represents the

update of the traditional management communication role by incorporating the public

agenda, the management of intangible assets, and leadership, among others.

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• WhatMakesCorporateCommunicationsOfficersSuccessful?

• Inasocialenvironmentwheresocietyexpectscompaniestoplayagreaterroleinthemanagementofthemostrelevantchallengesaffectingcitizens,theChiefCommunicationsOfficershouldguaranteethathisorherorganisationisconsciousoftheimportanceofmanagingtheseexpectations,andtheimpactappropriatemanagementoftheagendassharedbetweenbusinessandpublicadministration.

• Thisprogram,The Global CCO (The Global Chief Communication Officer),isauniqueopportunityforprofessionals inchargeofcommunicationsandmanagementof intangibleassetstostrengthentheirskillsand develop the needed knowledge to successfully confront the new “reputation economy”. In this newenvironment, excellent management of reputation, corporate bran, communications, public affairs andmetricsarekeyskillstosuccessasaChiefCommunicationsOfficer.TheCCOshouldhelpcompaniesandinstitutionsinthe“reputationeconomy”offeringarealvisionofthefuture.Thishassomeimplications:

• Consolidate brand and corporate reputation management as essential levers to achieve excellence andCompanydifferentiation.

• Strengthenbrandandreputationaskeyintangible assetstocreatestrategiccompetitiveadvantages.

• Strengthenbrandandreputationaskeyintangibleassetsandresourcesinbusinessresultsandestablishtheindicatorsfortheirmeasurement.

• Show the financial return on the company’s intangible assets, and establishing the indicators for theirmeasurement.

Message from the Program Directors

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• Developamanagementmodelbasedonrelationshipswithstakeholders.

• Contributetotherecoveryoftrustamongpeopleregardingcompaniesandpublicadministrations.

• We have designed an innovative program based on the most recent research carried out by CorporateExcellence – Centre for Reputation Leadership on “What makes a Chief communications Officer Excellent” *.Theprogramcombinesrigourandoutstandingacademicknowledgewiththemostadvancedbusinessexperiences.ItinvolvesaFinal Project, THE SOLIDARITY PROJECTwhereparticipantsarerequiredtoprovidesomeselectedNGO´swithaprojectdesignedtogivesolutionstoaspecificproblem.

• ItisaprogramledbyESADEBusinessSchoolandCorporateExcellence–CentreforReputationLeadership,incollaborationwithGeorgetownUniversityandColumbiaUniversity.

* “WhatMakesaChiefCommunicationsOfficerExcellent,astudyaimedatelaboratingunderstandingthedriversandnatureofexcellenceOfChiefCommunicationsOfficers”,2013.ResearchcarriedoutbyCE,directedbyProf.CeesVanRiel,andDrs.MarijkeBauman,RSMErasmusUniversity.

Josep M. OrovalLecturer at the Department of Marketing Management – ESADEDirector of the ESADE Brand Institute

Ángel AllozaCEO – Corporate Excellence – Centre for Reputation Leadership

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The Global CCO combines the interdisciplinary teaching strengths of Corporate Excellence - Centre for Reputation Leadership and ESADE Business School.

GLOBAL POSITIONING

The Alliance

Major Spanish corporations have joined together to launch a center of excellence, the Corporate Excellence - Centre for Reputation Leadership (CE), a think tank to promote corporate brand and reputation management as a strategic driver for business excellence.

Goals:

•Toconsolidatebrandandreputationmanagementasastrategicdrivertoachievebusinessexcellence.

•TointroducetheroleofaChiefCommunicationsOfficer(CCO)asastrategicrolewithinthecompany,toaddvalue to the organization.

•Toshowthefinancialreturnonthecompany’sintangibleassets.

•Creation of strategic alliances in order to support the relevanceof reputation, as an essential element ofbusiness management.

Corporate Excellence – Centre for Reputation Leadership (CE)

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Withmore thanhalfacenturyofexperience,ESADE’s founding imprint revealsan identity thathasstronglyinspired the institution’s focus, allowing it to contribute to society in a significant and innovative manner.Through training, research and social debate, ESADE has contributed, and will continue to contribute to:

•Promotinganopenvisionofmanagement,involvingdiverseorganizations:companies,publicauthoritiesandnon-profits.

•AdvancingtheprocessofmodernizingtheSpanisheconomyanditssuccessfulinternationalizationoverthelast few decades.

•Reinforcing innovation and enterprise, training entrepreneurs capable of implementing innovative andsustainable business models.

•Teachingandpromotingcorporatesocialresponsibility,combiningtheperspectiveofprofessionalcompetencewith a vision of leadership as a service and commitment to society.

ESADE Business School

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Modular 3 week program

4 days per week

The Program

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Washington, D.C.Georgetown University

Geopolitics. The role of the Company. Communication and Starter

New YorkColumbia University

Building on Knowledge

MadridESADE Business School

What makes a Chief CommunicationsOfficerExcellent

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Learning how to read the social and business context. The CCO as the “interface” between Company and Society; the CCO is the “eyes and ears” of the organization. Connecting Companies with reality, citizens and regulators expectations.

Business – Government Relationships. The “non-market strategy” and market strategy need to be managed in a complementary manner. Political economy -“who influences whom”- . Learning how to speak the language of politicians and civil servants.

Understanding Geopolitics. Learning how to implement business internationalization processes. Doing business in emerging countries. Rule of Law. Geopolitical risks and large corporations.

Communications and lobbying management. Gathering and bringing to the Company key information to decrease uncertainty. Deep knowledge about the rules of key international boddies such as Mercosur, G20, WTO, World Bank, etc.

Major issues on public agendas of politicians, entrepreneurs and international organizations.

Political communication as a source of learning and benchmarking: Communications management in politics, multilateral organizations and institutions. Story telling and Corporate Communications Framework.

Building and mantaining relationships with key stakolders and opinion leaders. Strong sense of developments in the political environment.

Geopolitics. The role of the company. Communication and Starter

Washington, D.C.

Learning how to read the social and business context. Understanding geopolitics, lobbying, business models in order to improve Company’soverallstrategy.Washington D.C. is the place to be to address all these aspects.

MODULE 1

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Communications and reputation management. Connecting the strategic vision to implementation. How communicationsserveasthetooltoexecuteCompany’sbusiness model and corporate strategy. Reputation measurement, management , value creation and risk mitigation.

Brand and communications approaches and trends. The branding process, brand experience, internal branding. Brand and communications innovation.

Digital marketing and communications strategies. From mass communications to customer networks: rethinking the media paradigm. The journey from persuasion to advocacy and sharing beliefs and values with your stakeholders.

Media relations, earned media, and new corporate-media business models. Every company must think and deliver like a media company. The radical changing dynamics of media-corporate partnership.

Building on Knowledge

New York

Communications and Reputation Management, brand and communications appraoches and trends. Digital marketing and communications strategies. Media relations, earned media and new corporate-media business models.

MODULE 2

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What makes a Chief Communications Officer Excellent. The 20 drivers of excellence. The typology of CCO excellence, 4categoriesofCCOfittingintotheCompany’srequirements.

How to be part of the internal dominant coalition. Building across-function platforms with other C-Suite directors, supporting organizational stakes in a diplomatic way.

How to become an agent of change. How to lead and support large scale organizational change projects. Building coalitions with business units.

Trusted advisory support to the CEO and C-Suite. Strategists that know the business and its social context. ProtectingandenhancingCEO’sandC-Suitereputation.

Mastering analytics and metrics related to business creation. How to measure intangible assets and implement KPIs in communications, brand and reputation to achieve strategic goals.

Skills, personality, leadership style. Leadership applied to participants. Self-knowledge. Both personal and professional skills and style.

Present and future role and organization chart of the CRO. New organizational models. Best practices.

What makes a Chief Communications Officer Excellent

Madrid

The 20 drivers of excellence. How to be part of the internal dominant coalition. How to lead the external dominant coalition. How to become an“agent”ofCompany’stransformation.Giving advisory support to the CEO and C-Suite. Personal capacities, skills and leadership.

MODULE 3

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• AprogramaimedatseniorprofessionalsintheCommunicationsfieldcannotsimplyimpartknowledge.Itisalsoan excellent opportunity to collaborate and share experiences among all participants who work in groups in a “real” exercise from a different perspective to that of their usual business reality: applying their talent and experience to a “good cause”.

• ThisisthephilosophywewanttoreinforcethroughtheSolidarityProject:togiveallparticipantstheopportunity to implement their knowledge and skills in a case or problem of a real nonprofit organization, working as consultants in corporate brand strategy and communications for some selected NGOs for the Global CCO Program.

Solidarity Project

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GOALS

• Strengthen professional skills and personal development for the role of communication and reputation management and advice to senior management.

• Acquireaglobal perspective and thorough knowledge of social reality and the major challenges facing the world and help shape the role of business in these global public agendas.

• Develop theknowledge and personal skills to help organizations build sustainable perceived differentiation, strengthen relationships and align the organization with key stakeholders.

• Reinforce the understanding of how communication, brand and reputation contribute to the continuous transformation and improvement of organizations; the need to develop metrics to support such contribution.

• Understandthechallenges of leadership, the importance of values, responsibility, integrity and ethics.

• Innovate and manage the future of communications. Management of intangible assets: new strategies to approach stakeholders, new technologies, content, communications framework, storytelling and new way of relationships with the media (half earned).

• Effectivelyconnect to the CE communications community world wide.

Special Program Features

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•Presentationandin-depthconceptualexplanationofthe subjects by program faculty.

•Analysis of examples and real life situations, withpractical application.

•Application of concepts through case studies andgroup work.

•Approach to the design and implementation ofstrategy as well as the development of a more competitive approach through several simple models.

•Extensive in-site visits and meetings with selectedCompanies, Consultancy Firms and Institutions

The key element of this learning model is undoubtedly the participants themselves. By exchanging experiences, theyenrichtheknowledgeacquiredbothinandoutsideof the classroom.

Participant selection, group discussions, and working lunches are designed to promote dynamic exchange and knowledge sharing among peers from different functional areas and business sectors. Participants establish relationships with other managers and executives who face similar challenges and, in doing so, create a network of contacts that lasts well beyond the Program.

DYNAMIC LEARNING INTERACTION

Learning Model

Communications, public relations, brand, reputation, public affairs managers and directors who want to improve their skills for the new role of Chief Communications Officer representing the future of the traditional role of managing communications and intangible assets in companies and institutions.

Participants

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The Global Chief Communications Officer Module 2 – Columbia Business School: Building on KnowledgeLocation: New York City Monday Tuesday Wednesday Thursday

Program Overview The Branding ProcessElection 2012: Lessons for Communications Practice

Digital: Measurement & Analytics

The Strategic Communication Imperative

Building Brand IdentityChanging Dynamics or Media-Corporate Partnership

Evaluating Emerging Technologies & Oportunities

Break

Reputation Management & RiskCustomer Experience Management

•RethinkingtheMediaParadigm•FiveCommunications

Strategies for Customer Networks

Innovative Tools for Reaching Influences

Lunch

TheCorporation’sResponsibilityto Key Constituents

Visiting companies•Developingcustomernetwork

strategies•LessonsfromBrandFailuresin

Digital Communications

Leading Participation in Business & Social Issues

Break

A New Model for Corporate Care Innovation in communication

•BestPractcesforBrandsonSocial Networks

•Digital&theOrganization:Silos, culture, skill sets, and who leads.

Building Corproate Content Platforms

Group Work Big Think: Innovative Strategies Group WorkThe Global CCO Module 2: Closing session

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Typical Module Chart

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ESADE Business SchoolMs. Rocío MedinaProduct ManagerMateo Inurria, 25-2728036 Madrid, SpainPhone +34 913 597 714 rocio.medina@esade.eduwww.exed.esade.edu

Corporate Excellence – Centre for Reputation Leadership Ms. Anna Ramzina Sagasta,273ºizq.B28004 Madrid, Spain Phone +34 914 451 818 anna.ramzina@corporateexcellence.orgwww.corporateexcellence.org

Please note: program, faculty, venue, dates, and fees are subject to change. ESADE Business School and Corporate Excellence - Centre for Reputation Leadership also reserve the right to cancel this program if in their view the circumstancesrequiredforitssuccessfulcompletiondonotapply.

CONTACTS

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