Cultural Communication
Main language of instruction: Spanish
Other languages of instruction: English
If the student is enrolled for the English track then classes for that subject will be taught in the same language.
Head instructor
Lda. Maria Teresa PEREZ - mtperez@uic.es
Lda. Ines MARTINEZ - imartinezr@uic.es
Implementing the correct communication strategy is crucial for the success of a cultural project. A communication campaign ensures visibility, as well as the understanding and engagement of the audience. Since the implementation of the Internet, communication tools are evolving in an exponential way, significantly changing the format, speed and relationship between the institution or the creator and the audience. At the same time, print formats and more traditional ways of interacting with the audience are still effective in communication campaigns.
Identifying which are the most suitable among the overwhelming number of communication tools is one of the challenges of this course, which combines practical training with two visits -to a Museum and an art gallery- with a series of talks given by outstanding experts in different fields: Design, Heritage, Debates and Publishing. Ranging from independent freelancers to members of staff of consolidated institutions, the lecturers will discuss their experience in communication campaigns and exchange ideas with the alumni.
FACULTY
Inés Martínez Ribas (Barcelona, 1968). Communication consultant. Journalist and Sociologist. Master’s in Journalism (1996, El País-Universidad Autónoma de Madrid). One-year course in Research Techniques (1996, University of East London). Bachelor of Political Science & Sociology (1996, Universitat Autònoma de Barcelona). Bachelor of Information & Media Studies (1995, Universitat Autònoma de Barcelona). She has worked for the Spanish newspapers ‘El País’, ‘La Vanguardia’, and ‘El Periódico de Catalunya’. Head of Cultural Press at ”la Caixa” Foundation (2001-2008). Head of Press and Public Relations at the Museum of Contemporary Art in Barcelona, MACBA (2008-2012). Author of the novel ‘Caribdis. En mar de nadie’ (Distrito 93, 2020).
GUEST LECTURERS
Alphabetical order.
Basic competencies
Knowing how to communicate their conclusions and the knowledge and ultimate reasons that support them to specialized and non-specialized audiences in a clear and unambiguous way.
General competencies
Lead, coordinate and work interdisciplinary teams.
Ability to communicate, share and mediate in relation to different agents who participate in a project, program or cultural service.
Transversal competencies
Design, direct, produce and evaluate projects, programs, strategies, policies or cultural activities where various professional profiles, actors and institutions are involved.Specific competencies
Understand and know cultural communication in all its areas.
Learn the basics, methodology and application of communication techniques in different cultural sectors.
Establish and maintain a smooth and effective communication relation with the media through the development of dossiers and press releases and organizing press conferences. Recognizing which are the essential and most performative communication tools.
The students knows:
PART I. INTRODUCTION
Sessions 1 + 2
The Methodology of the Course: Program, methodology, bibliography, guest lecturers and evaluation. Communication tools: The different Departments of Cultural Communication according to the personality of each institution.
PART II. TEXT AND FORMATS
Sessions 3 + 4 + 5
Which kind of language can we use? Objective or subjective? How can we compose a text? Should we write long or short texts? The audience… matters? When is it still appropriate to use print formats? The paper side: textures, sizes, thickness, design. Books, flyers, invitations, newsletters, wall texts. Different type of documents.
PART III. PRESS DEPARTMENTS
Sessions 6 + 7 + 8 + 9 + 10 + 11 + 12
How to build a news. Relation with the Medias. Press Kits and Press Releases. Press Announcements. Press Conferences. Exclusives. Crisis Communication. Success and failure cases. Press Clipping. The importance of language and translations. Public Relations. Openings. The medium is the message. The emergence of social media networks and peer to peer communication. Organizing and broadcasting conferences and debates. Fostering critical thinking today. The importance of content.
PART IV. COMMUNICATION STRATEGIES
Sessions 13 + 14 + 15 + 16
How to develop a strong and compelling strategic communication plan.
PART V. ORAL PRESENTATION
Sessions 17 + 18
Annual Project Groups: Define and defend your own Communication Plan (per groups).
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Session |
Day |
January |
Time |
Lecturer |
Hours |
PART I |
|
|
|
|
|
1 |
Tuesday |
12 |
4:30 |
Inés Martínez |
2 |
2 |
Thursday |
14 |
4:30 |
Inés Martínez |
2 |
PART II |
|
|
|
|
|
3 |
Tuesday |
19 |
4:30 |
Inés Martínez |
2 |
4 |
Saturday |
23 (or 30) |
11:00 |
Magda Angles |
2 |
5 |
Thursday |
28 |
4:30 |
Inés Martínez |
2 |
February |
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PART III |
|
|
|
|
|
6 |
Tuesday |
2 |
4:30 |
Inés Martínez |
|
7 |
Thursday |
4 |
4:30 |
Inés Martínez |
|
8 |
Tuesday |
9 |
4:30 |
Inés Martínez |
2 |
9 |
Thursday |
11 |
4:30 |
JM Martí Font |
2 |
10 |
Tuesday |
16 |
4:30 |
Juan Torregosa |
2 |
11 |
Thursday |
18 |
4:30 |
Juan Torregosa |
2 |
12 |
Tuesday |
23 |
4:30 |
Inés Martínez |
2 |
PART IV |
|
|
|
|
|
13 |
Thursday |
25 |
4:30 |
Malcolm Bain |
2 |
March |
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||||
14 |
Tuesday |
2 |
4:30 |
Inés Martínez |
|
15 |
Thursday |
4 |
4:30 |
Montse Blanco |
2 |
16 |
Tuesday |
9 |
4:30 |
Inés Martínez |
2 |
PART V |
|
|
|
|
|
17 |
Thursday |
11 |
4:30 |
Inés Martínez |
2 |
18 |
Tuesday |
16 |
4:30 |
Inés Martínez |
2 |
EVALUATION SYSTEM
THREE EXCERCISES
1. Design a flyer + distribution strategy.
Deliver before 2 pm 25 january imartinezr@uic.es
Individual exercise. Subject: your Annual Project (e.g. launch, activity, event, new season, pilot plan…). Definition of a flyer: a small handbill advertising an event or product. Explain shortly the distribution strategy (social media? Tourism offices? Digital or paper? Issues?).
2. Write a Press Release.
Deliver before 2 pm 15 February imartinezr@uic.es
Individual exercise. Subject: your Annual Project (e.g. launch, activity, event, new season …). Keep it under 1 or 1’5 pages (500-700 words). Choose the proper format (font, size, logos…). mportant elements: headline, date, city, state, location, boiler plate, press contact, additional press material… Hierarchize the information. Include useful quotes. Add other details in descending order of importance. Find the angle of your institution. Do not forget facts and data. Remember the 5 W: Who is the story about? What is happening? Where is it going on? When it will occur? Why is it important? Try to be original.
3. Press Conference.
Deliver before 2 pm 2 March imartinezr@uic.es
Instead of the class session number 8 (Tuesday 9 February) you will have to attend a real press conference (I will provide you with different proposals). Then you will have to choose ONE option (A or B) in relation to the announcement of the press conference:
Option A. Build a compelling news story ready to be published in a newspaper or magazine (paper or digital, max. 800 words) or to be broadcast in TV or radio or social media (2-3 minutes). Include a headline and a lead or main paragraph. Find the proper angle and language of your target audience. The subject must be related to the press conference you have attended.
Option B. Analyze and explain in 1 or 1,5 pages the press conference strategy. The opportunity of the press conference, the angle of the institution, the facilities in the press room, the speeches, the reactions of the journalists, the impact in the medias the next hours and days, the information and material of the press kit, the press clipping, if the results were as expected…
BIBLIOGRAPHY AND RESOURCES.
JENKINS, Henry + FORD, Sam + GREEN, Joshua (2013) Spreadable Media: Creating value and Meaning in a Networked Culture. New York: New York University Press.
SENNET, Richard (2005) The Culture of the New Capitalism. New Heaven: Yale University Press.
EAGLETON, Terry (2000) The idea of Culture. London: Blackwell Manifestos.
WILLIAMS, Raymond (1976) Keywords: A Vocabulary of Culture and Society. London: Fontana.
BARTHES, Roland (1957) Mythologies. Paris: Editions du Seuil.