Universitat Internacional de Catalunya
Institutional Communication
Teaching staff
Introduction
The institutional or business communication has become in recent years an essential area of organizations and among them, also audiovisual companies. The need to communicate with all stakeholders (customers, shareholders, suppliers, partners, employees, media, user associations, sector organizations, public in general, etc.) has been increased with the development of social networks and online publishing platforms.
In this new scenery, any type of organization (companies, governments and public administrations, NGOs, etc.) faces a constant communicative demand from its different publics. Currently, within the fields related to communication and journalism, institutional or corporate communicators are some of the most demanded professional profiles.
Objectives
1. Understand the different perspectives, approaches and trends on institutional communication.
2. Develop the ability to analyze and propose strategic decisions in an organization from the point of view of communication, developing the criterion itself.
3. Know the characteristics and functions of the cabinets (internal and external) of communication. In particular, the tools and tactics most used in a press office will be developed.
4. Be able to analyze the strategy and communication tools developed by a company to implement a communication policy.
Competences/Learning outcomes of the degree programme
- 01 - The ability to adapt to varying circumstances
- 02 - The ability to understand, accept criticism and correct errors
- 03 - The ability to administer and manage human and technical resources
- 04 - The ability to work in a team and autonomously
- 05 - The ability to organise time and workspace
- 06 - The ability to develop academic rigour, responsibility, ethics and professionalism
- 07 - The ability to apply the deontology and respect for the audiovisual sector
- 08 - The ability of critical analysis, synthesis, concretion and abstraction
- 09 - The ability to objectify, quantify and interpret (data, statistics, empirical evidence )
- 10 - The ability to confront difficulties and resolve problems
- 11 - The ability to generate debate and reflection
- 12 - The ability to meet deadlines, develop the ability to be punctual and respect for human, technical and material resources
- 13 - The ability to create spoken and written communication
- 15 - Knowledge and mastery of body language and techniques for public speaking
- 16 - The ability to manage, analysis and reflect on content
- 18 - The capacity and development of general culture and interest in social events
- 19 - The ability of informative documentation
- 20 - Knowledge and mastery of bibliographic media
- 21 - Knowledge and mastery of the digital culture
- 24 - The ability to plan and organize both short term and long term projects
- 25 - The ability to maximize creative development
- 26 - The ability to develop a sense of taste and perfection in the aesthetics and finalization of projects
- 27 - The ability to adapt to distinct audio visual publics and markets.
- 28 - Knowledge and mastery of principle economic concepts.
- 35 - The ability to contextualize and critically analyze the products of the audiovisual industry
- 37 - The ability to contextualize and critically analyze the organizational structure of global communication
- 38 - The ability to understand and apply the structure of the audiovisual system
- 39 - The ability to understand and apply the legal dimension of an audiovisual product
- 41 - The ability to know how the distinct elemental agencies of the audio visual sector function
- 44 - The ability to adapt to new audiovisual formats
- 50 - The ability to adapt, understand and apply the expressive possibilities of new technologies and future changes
- 51 - Knowledge and mastery of the functioning of Corporate and Institutional Communication.
- 53 - Lingustic ability in Catalan, Spanish and English
- 54 - The ability to skillfully manage the literature, terminology and linguistic structures of the English language related to the field of communication.
Learning outcomes of the subject
The subject will provide the student with knowledge about how a communication cabinet works, and especially a press office.
He will also acquire criteria to develop a corporate communication plan (with innovative offline and online strategies), as well as skills to use the techniques, tactics and communication tools aimed at achieving this plan, both for individuals and for companies and institutions.
Syllabus
1. Introduction to institutional communication
1.1. Clarify Conceptos: corporate-institutional communication / PR / Marketing
1.2. Corporate Culture
1.3. Identity and corporate image. The reputation
1.4. Corporate communication channels. Corporate audiovisual products
2. The communication strategy and trends in communication management
2.1. Business strategy / communication strategy and Plan
2.2. Trends in communication management
3. The Communication Directorate
3.1. Types of cabinets, structure and functions
3.2. The Dircom
4. Public relations programs and techniques
Internal communication / Marketing and Advertising / Community relations / CSR / Crisis / Press Office
5. Press office / Media relations area
5.1. Approximation some theories about the effects of the media
5.2. Work tools
5.3. The spokespersons and their training
5.4. information Tactics
Teaching and learning activities
In person
* Master Classes: not only consist of the transmission of contents or knowledge, but also in the approach to real cases of companies and institutions. Participation of attendees will be promoted through the presentation of opinions, arguments and proposals in a group context.
* Lab. Realization of exercises in class where theory and practice are combined.
* Meeting point. Meeting with professionals.
Evaluation systems and criteria
In person
Exam (40%)
Practices Carried out in class (60%)
In 2nd Call, students will be evaluated through an exam.
Bibliography and resources
- ARGENTI, P. Strategic communication and its contribution to reputation. UIC Catalog, 2014. Chapter 3: Evolution of the corporate communication function "; Chapter 4: "Identity, image, reputation and corporate advertising; and Chapter 5: Corporate responsibility
- GARCÍA OROSA, B. Speakers of today: radiography of communication cabinets. Netbiblo, 2005. Chapter 5.
- WILCOX, D., CAMERON, G. and XIFRA, J. Public Relations: strategic and tactical. Addison Wesley, 2006. Chapter 6: Program Planning
- XIFRA, J. Manual of Public and Institutional Relations. Tecnos, 2011. Chapter VIII: "Techniques of relations with the press" and Chapter IX: "Relations with the community"
- CAPRIOTTI, P. Corporate Branding. Santiago de Chile, 2009. Ed. Libros de la Empresa. Available online: https://paulcapriotti.wordpress.com/libros/ (Ed. Books of the Company)
(*) All the books are in the UIC Library
Websites and Blogs of interest- http://www.topcomunicacion.com/
- http://www.fabulasdecomunicacion.es/
- http://www.corporateexcellence.org/
- http://www.puromarketing.com/
- https://www.enriquedans.com/
Series on Political Communication Cabinets
- The West Wing (1999 - 2006) Director: Aaron Sorkin / John Wells
- The Newsroom (2012 - 2014) Director: Aaron Sorkin
- Borgen (2010-2013) Director: Adam Price