The objective of this course is to empower students with the strategic acumen and practical skills necessary to analyze and resolve complex marketing communication issues facing family offices and family businesses in the areas of public relations and crisis management. A central theme will be understanding the far-reaching implications of these solutions for both the family office and the wider local and global communities, including the protection of family reputation, privacy, and legacy.  

Additionally, the curriculum extensively covers and highlights the pivotal function of strategic communication in public relations and crisis management within the family office and businesses context. Key areas of study include strategic public relations management, issues management, risk communication, foundational crisis communication principles, and the unique challenges of crisis communication in the digital era, with particular attention to high-net-worth family dynamics, succession planning communications, and philanthropic reputation management.