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Toolbox Communication Management - The most important tools for communicators

September 19 / October 14, 2019, 11.45 - 12.30 CEST

Communication management lacks what is already widespread in management: the use of communication and management tools. Tools help to standardize processes and work more efficiently and purposefully.

Prof. Dr. Ansgar Zerfaß and Sophia Charlotte Volk from Leipzig University dealt with this topic in the last years. Now, their book "Toolbox Communication Management" has just been published in German. An English version is in preparation. The book gives an overview of the range of methods for managing and controlling corporate communications.

In this webinar Zerfaß and Volk give insights into their current research results: Why do tools turn out to be profitable? Which tools are used so far, which are underestimated? Why is it important to document processes? And how can management tools be established in communication departments? 


  • For whom? The webinar is particularly suited for team leaders with management responsibility, communicators dealing with strategy and interested parties. The participation is only valid for employees of partners of the Academic Society.
  • Language: German


Everything agile? Corporate communications in agile organisations

August 10 / September 12, 2018, 11:45 - 12:30 CEST

The buzzword agility is currently on everyone's lips and already seems overused to many. But the trend towards more flexibility, dynamism and flatter hierarchies will not stop at the communications department. Many companies are already involved in large-scale change processes in order to better react to external and internal drivers such as digital transformation, market changes and employee demands.

What role does corporate communication play here and what new tasks are facing communicators? Which structures, processes, skills or tools are needed? To answer these questions, Dr. Lisa Dühring interviewed nearly 40 international companies as part of the current research project and reviewed the current state of science. In the webinar, she shows which drivers are responsible for change, how communicators assess the new challenges and what strategies exist to deal with them.


  • For whom? The webinar is particularly suited for team leaders with management responsibility, communicators dealing with strategy and personnel development as well as all interested parties.
  • Language: German (English on request)


Reputation Management - How communication can influence corporate reputation?

April 26 and May 29, 2018, 11.45 – 12.30 CEST

In the age of globalization and digitalization, corporate reputation has become a key success factor. Companies with a high reputation are believed to perform above-average. Reputation is a strategic competitive advantage and requires active reputation management. Corporate communications should play an important, if not the central role.

Joachim Schwalbach, Professor (em.) for International Management (Humboldt-University of Berlin) has specialized in the topic of reputation. He discusses the link between reputation and communication and gives recommandations for successful reputation management.

  • For whom? The webinar is particularly suited for communication managers who deal with strategic planning and image/reputation campaigns, as well as anyone who is interested. The invitation is only valid for the employees of the Academic Society's corporate partners.
  • Language: German

Internal before external - employee communications in times of crises

September 12 and 28, 2017, 11.45 – 12.30 CEST

"Internal before external" is the mantra of employee communication. But all too often, this principle is neglected. In most cases, employees learn negative headlines from the media. The effect is devastating: in addition to frustration and uncertainty, the employees lack a line of argument for how they should react to questions from stakeholders, such as customers or persons from their private environment. In critical situations, however, it is crucial for an organization that its employees behave loyally and, as a matter of fact, even stand up for it.

Sabine Einwiller presents the results of a research project on communication in critical situations. Nearly 300 employees and managers as well as those responsible for internal communication were interviewed. On the basis of these findings, Sabine Einwiller shows how internal communication should look like in times of crises and points out the responsibilities of executive managers.

  • For whom? The webinar is particularly suited for communication Managers responsible for internal communication, for team leaders with management responsibility, who want to communicate appropriately in crisis situations, as well as all interested parties.
  • Language: German

Big Data from Facebook & Co. - The potentials of social media data for communications

April 4 and 18, 2017, 11.45 – 12.30 CEST

Social media have become an integral part of corporate communications. On the one hand Facebook, Twitter & Co. are used to inform stakeholders about the company and its products or for interaction. On the other hand, the mass data generated by the social web offer a valuable data source that can be utilized. Issues management, identifying trends or individually targeting stakeholders are possibilities to apply big data to corporate communications. At the University of Duisburg-Essen the potentials and challenges of these developments have been intensively researched.

In the webinar Prof. Dr. Stefan Stieglitz presents a Social Media Analytics model developed in his working group as well as a specially developed tracking and analysis tool. The most important methods to analyse data will be briefly explained.

  • For whom? All communication experts of our corporate partners, who are interested in the potentials of Big Data from social media and who want to learn more about data analysis.
  • Language: German

Communcation Value Circle - How communication contributes to corporate success

September 7 and September 26, 2016, 11.45 – 12.30 CEST

Communication professionals need to explain how their work contributes to corporate success. Holistic approaches that show the big picture of value creation have been missing until now. To close this gap, a research team at the University of Leipzig has conducted an interdisciplinary literature review and analysed the findings.

This has led to a new generic framework: the Communication Value Circle. It identifies twelve central communication goals and supports communication managers in planning and managing communication strategies as well as evaluating its success. Ansgar Zerfass, Professor for Strategic Communication at the University of Leipzig explained how the Communication Value Circle can serve as a proof point and how communication creates value for the company.