Purpose, Leadership and Communication

Introduction

How do you create and define an impactful purpose for your organization? One that speaks to and adds values for all your organisation’s stakeholders. What distinguishes high-performing, purpose-led organisations from those companies whose purpose statements are pure rhetoric?

In this masterclass, you will be presented with best practice insights into purpose-led organisations and will be taken through an action learning model of defining, activating and aligning the purpose for their own organisation. Through cases, exercises and groupwork, participants will learn from best practice cases and from their peers, while also developing for their own organisation a purpose plan, including a purpose statement, purpose narrative, and implementation tools – which can immediately be put into action.

Learning objectives

In this programme, you will:

1. Define what a purpose is, what the added value is of different kinds of purposes for organisations, and how these can be effectively managed.
2. Discuss the central role of an organisation’s character as the glue that holds an organisation together and that links future purpose-led aspirations with past commitments. And learn how to develop a purpose that matches the company’s character.
3. Explore how a compelling purpose statement, as well as an inspiring purpose narrative are core to building a purpose-led organisation. Develop skills in articulating a purpose statement and narrative that genuinely moves and animates employees and other stakeholders and gives the organisation an important strategic ‘lever’ when making decisions and commitments.
4. Discover ways in which a corporate purpose, once defined, can be activated within the organisation – and we underline the key role that leadership, culture and internal communications play in bringing a corporate purpose to life.
5. Learn about strategies of stimulating employees to align themselves behind a purpose and of actively involving them in its realization. 

Who should attend?

The masterclass is designed for experienced professionals in the field of corporate communication, public affairs, general management, and consultancy.

This executive-level masterclass offers professionals a highly flexible learning experience that fosters leadership, strategic thinking and corporate responsibility.

This is a programme of Rotterdam School of Management, Erasmus University. For more information about the programme, visit our website: https://www.rsm.nl/education/executive-education/short-courses/corporate-communication/purpose-leadership-and-communication/