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16 June 2015
Theme of the month: persuasion and public affairs

EMScom intelligence

This month we asked two EMScom faculty to address the question of how to best use persuasion in public affairs and to highlight the key elements of strategic public affairs management.


Gary Orren: how to best use persuasion in public affairs

Gary Orren, V.O. Key, Jr. Professor of Politics and Leadership at Harvard University (US), illustrates how companies can effectively engage in persuasion when dealing with their stakeholders, communities, and governments. 

Suggested references for practitioners:

  • Cialdini R. (2001), The Science of Persuasion, Scientific American, pp. 76-81.
  • Orren G. (2000), Gore vs. Bush: Why It’s All Greek to Me, Kennedy School Bulletin, pp. 36-39

Watch the video


Craig Fleisher: strategic public affairs management

Dr. Craig Fleisher, Chief Learning Officer and Director of Professional Development at Aurora WDC (US), illustrates the key elements for an effective public affairs management in the current context.

Suggested references for practitioners:

  • Fleisher C. (2012), Retrospective, perspective and prospective of corporate public affairs: moving from the 2000+ PA Model toward Public Affairs 2.0, Journal of Public Affairs, Vol. 12, Issue 1, pp. 4-11
  • Fleisher C. (2010), Five Decades on the Periphery, Examining International Public Affairs Through Strategic Lenses, International Studies of Management & Organization, Vol 40, Issue 4, pp. 82-93
  • Fleisher C. and Harris P. (2005), Handbook of Public Affairs, London, UK: Sage

Watch the video


Special focus: communication in Asia

Mark Chong: managing communication in Asia

Mark Chong, Associate Professor of Corporate Communication (Practice) at SMU's Lee Kong Chian School of Business (SG), highlights the key points and challenges to consider when managing communication in Asia.

Suggested references for practitioners:

  • Chong, M., & Montesano, J. (2012), Winning Corporate Reputation Strategies: Lessons from Asia Pacific. Singapore: McGraw-Hill.
  • Burns, W. (2012), The three waves of corporate public affairs development in Asia, Journal of Public Affairs, Vol. 12, No. 1 , pp. 81-85. 

Watch the video


Hwee Hoon Tan: managing internal communication in Asia

Hwee Hoon Tan, Associate Professor of Organisational Behavior and Human Resources at SMU's Lee Kong School of Business (SG), points out the key elements that need to be considered when managing internal communication in Asia.

Suggested references for practitioners:

  • Brett Jeanne et al. (2013), How to Argue Across Cultures, Harvard Business Review
  • Molinsky Andy (2015), Emotional intelligence doesn't translate across borders, Harvard Business Review

Watch the video


EMScom news

EMScom18 applications open: Early Bird Fee available until August 31, 2015

Invest in your knowledge with the EMScom program! Applications are now open for the EMScom18 class starting in March 2016. To facilitate access to the program also in these challenging times, USI Università della Svizzera italiana offers an Early Bird Fee for applications submitted by August 31, 2015. A limited number of scholarships are also available to participants living and working outside Switzerland. 

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Save the date: next EMScom Excellence-in-communications Lecture on "Digital Journalism" to be held on November 5, 2015

The 19th EMScom Excellence-in-communications Lecture will take place on November 5, 2015, at Tamedia in Zurich. Prof. Emily Bell from the Columbia University Graduate School of Journalism will address the topic of quality journalism in the age of digital media and native advertising. Beside her well acclaimed academic career, Prof. Bell has been editor-in-chief of Guardian Unlimited and director of digital content for Britain's Guardian News and Media. Save the date!

Stay tuned for more information


"The value of an identity-based rebranding": EMScom consulting project to be presented at the European Communication Summit

Two EMScom15 alumnae, Kathrin Gasser and Gilda Schertenleib, will hold a session about “The value of an identity-based rebranding” on June 25 (15:30-16:30, break-out session II). The theme of the presentation reflects the mandate given by a Swiss NPO (Pro Senectute) to an EMScom consulting project team. The team was awarded the Burson-Marsteller Award for Consulting Excellence in 2014.

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EMScom Alumni news

EMScom Alumni happy hour in Geneva

EMScom Alumni based in Geneva are invited to join the community for a Happy Hour on June 18, 2015 as of 18:00 hrs, organized with the kind support of Francesca Fusco, EMScom15 alumna. The Happy Hour is open to all EMScom alumni as well as to alumni’s friends and/or colleagues and will take place at "La Buvette du Bateau". For more information, please visit the EMScom Alumni Association LinkedIn group.

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EMScom Alumni career advancements

Robert Faulkner (EMScom13), former Head of Communications at Leider, was appointed Chief Communications Officer at FC Internazionale.



Thursday, June 18, 2015 - 12:15 pm CEST

Thursday, July 9, 2015 - 12:15 pm CEST

Thursday, July 23, 2015 - 12:15 pm CEST

Thursday, August 27, 2015 - 05:15 pm CEST




Academic partners

Singapore Management University

Corporate partner

Burson Marsteller

Institutional partners

Global Alliance