Business Fluency Boot Camp for Communicators

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What You’ll Learn:: 
Your business is facing unprecedented transformation in the wake of the COVID-19 pandemic. Do you have what it takes to get a seat at the table and join the important conversations around your organization’s future? Financial skills and business fluency are the keys to success, as it becomes increasingly important for communicators to demonstrate their value in these difficult economic times.
In partnership with George Washington University, this three hour information-packed course is grounded in the principle that to be a strategic advisor to your organization, not only must you know your business, but you also need to know about business. As you prepare for the challenging road ahead, don’t miss out on this chance to develop the skills that will make you indispensable.
Now is the time to hone your business acumen and prepare for your transformed role. This information-packed virtual boot camp will teach you the business skills you need to tackle the challenges and opportunities that lie ahead. You'll get expert guidance and resources to develop a strong understanding of the complexities that leaders face during an economic downtown, and the knowledge you need to be a key player in your organization’s financial future.
You’ll learn how to:
  • Manage and interpret financial statements, and develop and oversee organizational budgets
  • Speak the language of business and finance, and use financial tools to evaluate trends
  • Master the business planning process and differentiate between a strategic and an operational plan—and understand their relationship to communication planning and activities
  • Create strategic plans that deliver profitability and demonstrate your value to top leaders—and see case studies and examples of such plans
  • Understand how the business environment has shifted due to COVID-19 and what impact it may have on economic success—or failure
July 2020

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Presenter bio: 

Lawrence J. Parnell, M.B.A., is an award-winning PR professional and academic. An associate professor at George Washington University, Parnell has been director of its master's degree program in strategic public relations for 10 years, having built it into one of the nation's best-known and most-admired programs within the discipline. He is also an adjunct professor of strategic communications at GWU School of Business. He operates Parnell Communications, a strategic communications and leadership training advisory firm, advising government, corporate and nonprofit organizations on executive development and strategic communications.


Karen Vahouny's career has included corporate and agency experience at the most senior level, having counseled top-level executives on a range of issues. She was a founding partner of Qorvis Communications, a startup that grew to become one of the top five independently owned U.S. PR firms. Her focuses there included investor relations, corporate communication and financial communication. In 2012, Vahouny embarked on a new career as an entrepreneur and professor, starting her own consulting firm and joining the adjunct faculty of Marymount University and George Washington University. She teaches the business/finance class in GWU's Strategic PR graduate program.


A nationally recognized expert on business literacy for strategic communicators, Dr. Matt Ragas is a tenured associate professor in the College of Communication at DePaul University in Chicago, USA. He has served as academic director of DePaul’s award-winning PR and advertising graduate program. Matt is co-author with colleague Ron Culp of the forthcoming book, Business Acumen for Strategic Communicators: A Primer (Emerald Publishing, 2021). He is the author, co-author or co-editor of four other books, including Mastering Business for Strategic Communicators (Emerald Publishing, 2018) and Business Essentials for Strategic Communicators (Palgrave Macmillan, 2014), which have been adopted by top college and university public relations programs.