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Community and Stakeholder Engagement

Code: HPPR460
Apply this course towards: Public Relations

Course description

The value of relationship-building and corporate social responsibility has gained traction in recent years and most organizations now recognize the direct impact that stakeholders and communities can have on business operations. A passive approach is no longer accepted as the standard methodology when launching new initiatives that impact wider audiences. The question is no longer “should we engage?” but rather when and how to engage. Communicators increasingly need to be able to identify and analyze these groups in order to plan strategic engagement activities that advance the organization’s mission/strategic priorities.

This course will examine key concepts in community and stakeholder engagement and how effective relationship building can lead to communication and organizational success. Students will learn about internal and external stakeholder groups in different contexts, and examine various methods and techniques used to facilitate the engagement process. Topics include: stakeholder theory and models; stakeholder analysis and mapping; the engagement planning process including evaluation techniques; methods and tools for engagement; strategies for inclusive community engagement; issues and conflict management; stakeholder communication and reporting. This course is suited for a global audience and draws upon many international resources and frameworks so that learning outcomes can be applied to any context or organization around the world.

Upon completion of this course, students will have the knowledge and tools to work within the private or public sectors, for government, non-profits and corporations. Students will be exposed to a variety of resources from around the world to create a global context and will be able to successfully identify, prioritize and analyze stakeholders for effective engagement planning in any sector.

Learning objectives

  • Define community and stakeholder engagement. 
  • Apply the appropriate techniques and methods for successful community and stakeholder engagement. 
  • Create an effective engagement strategy by using the planning process.
  • Evaluate engagement activities and relationships.
  • Recognize and respond to stakeholder issues and conflict.

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Info you should know:

Continuing Studies statement on use of educational technology

This course will require the use of education technology such as internet-based applications, cloud services and social media. In order to complete this course you will be required to either consent to the disclosure of your personal information outside of Canada to enable use of these technologies, or work with the instructor to use other privacy protective options (such as using an alias or nickname).