Communicating and Branding teaches participants to build strategic communication plans for their corporate citizenship efforts. With today's increased demand for corporate transparency, the need to communicate strategically about corporate citizenship programs and policies is more important than ever. Corporate citizenship also provides a unique opportunity to extend the company's brand. This seminar focuses on the use of cross-functional teams to make the communications plan an integral ingredient of the citizenship program.

The course is taught by Ken Freitas, who for more than 10 years led the development and implementation of global strategies at the Timberland Company. As vice president of marketing, Ken developed the worldwide brand position and creative platform for Timberland. As vice president of social enterprise, he led the effort to establish corporate citizenship as a central part of the company's value. His experience in includes brand management, advertising, corporate communications and cause-related marketing.

Diffusing Anger, Building Trust: Communication Skills for Challenging Situations helps prepare citizenship professionals for the challenging communication situations associated with their jobs. It provides them with intensive practical training in the face-to-face communication skills and techniques needed to work effectively in situations of low trust and high concern. The seminar employs role-plays and videotape feedback to provide companies with strategies, coaching and practice to communicate effectively with the public and key external stakeholders.

The course is taught by Dr. Susan L. Santos, an internationally recognized expert in risk communication and risk assessment. She brings extensive hands-on technical experience with years of research and implementation aiding clients with strategic design, comprehensive implementation, and expert evaluation of health, safety and environmental issue-oriented risk communication programs. Currently, Dr. Santos is executing intervention strategies for communicating hazardous waste cleanup programs, food product safety issues, military deployment related risks, and decommissioning a nuclear reactor facility, and is engaged in developing crisis communication and evaluation programs.

Both courses are appropriate for corporate citizenship professionals responsible for designing and managing programs, or communications professionals charged with communicating about their company's corporate citizenship.

These seminars are two of 14 offerings from The Center through its executive education program. Courses cover planning, strategy, program development, implementation, communications, evaluation, leadership development and competency building, leading to a Certificate awarded by the Boston College Carroll School of Management. The Center also offers courses at company sites on request, and can customize its offerings to address companies' specific challenges and needs.

For more information, call The Center at 617.552.4545, or go to The Center’s web site at http://www.bc.edu/corporatecitizenship.

The Center for Corporate Citizenship at Boston College, part of the Carroll School of Management, provides research, executive education, consultation and convenings on issues of corporate citizenship. The Center has more than 300 corporate members across the globe.