What Alessandra says about the programme

Alessandra Sossini, 28, Swiss/Italian
Year of graduation: 2023

What did you do before you started studying the Master's programme in Strategic Communication?

In 2019, I graduated with a Bachelor’s degree in Communication (Specialization in Organizational Communication), from Zurich University of Applied Sciences. Afterward, I was eager to get some practical experience, which is why, for two years, I worked for two Swiss organizations at the same time. My main job was as a Junior Marketing Manager in a Swiss food startup, where I initially handled operational communication activities, which included PR, Copywriting, Social Media, Email-Marketing and so on. However, over time, my responsibilities grew to include tasks on a more strategic level.

Additionally, during my Bachelor's studies, I started working part-time as a Communications Specialist in the Lifestyle sector, which I continued also after my Bachelor studies while working for the startup. On the side, I also consulted several small-scale organizations focusing on digital communication, particularly in social media.
 

What was the best thing about the programme?

This is a tough question because there were so many highlights in these two years. 
First, One of the major great things about the program is its international environment. I could engage with so many diverse cultures and perspectives, which I would have never had the chance to before in my work. So, I gained so much from learning alongside people from various backgrounds.

Second, what I liked about the program itself was that the courses were structured in a way that extended far beyond typical communication skills. All the essays and research paper we had to write encouraged me to develop critical and analytical thinking skills that are for me now far more valuable than the practical skills on how to write social media posts or craft a press release.

The integration of theory and practice was invaluable. Coming from a more hands-on Bachelor’s degree and practical professional background, I started to appreciate theory’s significance in shaping practice, which of course then also influenced how I see and understand the world.

What do you currently do?

In December 2023, I started my PhD journey at ISK, doing research in the field of internal communication, employee engagement and personal branding. More specifically, my PhD project looks at the critical aspects of personal branding within corporate settings i.e. exploring what it means when employees begin to establish themselves as individual brands beyond the organizational border.

What do you value most about your Master’s degree for your PhD studies?

Without a doubt, that I learned – and got the courage – to ask the tough, critical questions that many shy away from.
What skills do you believe are essential for working in strategic communication?
In my view, strategic communication requires the ability to see and comprehend the bigger picture. It’s about going beyond the strict lines and silos of various disciplines and connecting them to create and strategize communication, which is purposeful but also measurable.

However, to establish that ability, one of the key skills in strategic communication is to listen openly and ask critical questions. This enables us to grasp the bigger picture and navigate the complexities of our world.

What advice would you give to our current students who are planning to pursue PhD studies after their Master’s degree? Any specific recommendations based on your experiences?

Read, read, read! The more you read, the more you find your way around the existing body of knowledge. But don’t stop there – take your ideas into the real world. Be bold in sharing them, seek feedback, and embrace both questions and inspirations from the outside. I really see PhD studies as a collaborative process. While my thesis is, of course, my own project, it’s also shaped by the "writings" of so many remarkable and brilliant people I encountered along the way – and I think that is something that should be cherished.

What are you planning to do after finishing your PhD?

As for now, I’d love to stay in academia. I really enjoy teaching and working with students. And also, despite my practical background, I feel much more at ‘home’ now in research and in the theoretical surrounding than in the professional communication industry.

Anything else you would like to add?

To Master and PhD students: Stay curious to understand and be courageous enough to ask the uncomfortable questions.