Building bridges with stakeholders, public groups, customers and suppliers. That is the foremost challenge for companies and organisations. The minor programme offered by Fontys University helps students to develop competences that are necessary for this task.

Modern society has become more and more competitive. Everyone is fighting for his share of the market, for a better place in the opinion polls, a higher ranking in the business top-100. Customer loyalty cannot be taken for granted: with the next innovation or price reduction they may drop you. Shareholders, driven by fear and greed, dump their shares if a company does not bring them instant profit. Interest groups, activists, NGO’s become stakeholders and challenge any strategic choices. Companies must prove their credibility every day.

It is not enough to publish healthy figures, exhibit your products on trade fairs, and produce glossy advertisements. This only works for the short term. Organisations and companies must learn to develop sustainable relations. This applies not only to commercial companies, but to every kind of organisation. From government authorities to primary schools. From hospitals to health insurers. From real estate agents to environmental groups. From cities to  rural regions. From theatres to trade unions.

There is a strong trend of diversification in modern society. Culture and religion are no longer the strong and stable social cement. The commercialized media offer less information and education but sensationalism and entertainment instead. Politicians often seek polarisation instead of compromise. People are less interested and involved in politics. There is a cultural gap between the generations. In a multicultural society debates about standards and values are rife. In a heterogeneous society there is little social cohesion. Who still cares about his neighbour’s well-being?

To be successful, companies and organisations must be seen to be communities by clients, customers and stakeholders. Traditional strategies of mass communication are not sufficient to achieve involvement these days. Effective communication is a process created by sender and recipient together. Communication becomes co-creation. This requires a creative approach of message and methods, means and media.