Craig Rothenberg, John Doorley and Sandra Macleod have launched a 3.5-day on-site intensive professional development program targeting up to 25 participants.

The Academy for Communication Excellence

Called The Academy for Communication Excellence, it is designed to “enhance skills, leadership capabilities and business acumen.”

Rothenberg trained more than 150 communication staffers worldwide during a 20-year career at the company.

“My business leaders would tell me that their team is comprised of very well-intentioned, talented people, very skilled at the function of communication. What they said they lack, however, is deep business acumen and, as a result, often their plans seem to stand apart from business and strategic plans.”

The full 3.5-day program can cost in the vicinity of $75K but shorter tutorials are also available.

Doorley Founded NYU Program

Doorely, Macleod, Rothenberg(Top to bottom) John Doorley, Sandra Macleod & Craig Rothenberg

Doorley, who headed Merck PR from 1987-2000 and who was the founding director of New York University’s M.S. and PR and corporate communications program, is currently a full-time professor at Elon University, N.C.

Macleod, U.K. management consultant, is the founder and CEO of Mindful Reputation.

Rothenberg says a key part of the Academy is the “Leadership Challenge” in which a specific company challenge is addressed in small team settings. “Strategic recommendations are presented to company management at the conclusion of the program. This provides a tangible, immediate benefit or ‘payoff’ to the host company which gets workable solutions to real issues or challenges the company is facing.”

Among expected outcomes are “better strategic planning, increased productivity and greater strategic alignment between communication and business plans, with successful implementation driving greater business and financial outcomes.”

In-House Expertise Sought

Rothenberg described the program as “F2F, highly interactive.” The sessions are usually at company sites and expertise is sought from members of the client’s own communications leadership as well as business and functional leadership.

Asked whether this was close to being “management consulting,” Rothenberg said it is like that but with “a strong focus on communications.”

“Our aim is not just to enhance the communications skills for those in the function of communication, but to enhance their overall business and strategic acumen, hoping to make all communications professionals true thought leaders to the business leaders they counsel, support and collaborate with.”

Rothenberg is the founder and CEO of Rothenberg Communications.