Universitat Internacional de Catalunya
Mòdul 8. Relacions amb els Mitjans i Gestió de Crisi
Other languages of instruction: Catalan, English
Teaching staff
Introduction
This module provides an in-depth exploration of the relationships between fashion companies and communication agencies with the media, the operation of a press office, and crisis communication management within an organization. Through lectures and practical sessions guided by industry professionals, students will study real cases and practice advanced techniques to develop media plans, press releases and statements, as well as protocols for responding to crisis situations.
Pre-course requirements
None.
Objectives
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To understand the operation of a press office.
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To understand the strategies employed by fashion organizations regarding media relations.
Competences/Learning outcomes of the degree programme
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To plan human and material resources within a specified time frame and setting.
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To build confidence in interactions with journalists by understanding and avoiding common mistakes.
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To structure a message and write/speak correctly and persuasively through the appropriate channels.
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To master the art of establishing and maintaining contacts and collaborations with journalists and media outlets.
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To work effectively under pressure.
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To face challenges and resolve unforeseen problems by following established protocols.
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To apply the most suitable tool in each circumstance and with each media outlet.
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To identify and convey relevant information with impact when drafting and distributing press releases and statements.
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To ask questions, argue, counter-argue, and moderate in press briefings, roundtables, and debates.
Learning outcomes of the subject
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To implement strategic media relations plans for a fashion organization, applying innovative internal communication methods and crisis communication protocols.
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To design a media plan for a fashion company.
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To represent an organization as a spokesperson, particularly in emergency situations.
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To develop and maintain an up-to-date agenda of strategic journalistic contacts for a fashion company.
Syllabus
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Media Plan
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Media Relations
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Press Office
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Crisis Communication Management
The bibliographic selection for this module combines internationally recognized works and practically oriented, up-to-date manuals aimed at developing key competencies in media communication management and in crisis prevention and resolution. The volume coordinated by Benito Berceruelo and the Estudio de Comunicación team offers an applied perspective on contemporary corporate communication, with real-life cases illustrating strategies for media relations and responses to critical situations.
Kathleen Fearn-Banks’s work, considered a classic in the field of crisis communication, provides a solid theoretical and methodological framework for understanding the processes of planning, reaction, and learning in corporate crisis contexts.
The manual by Merino Bobillo and Sánchez Valle complements this foundation from a more academic perspective, addressing corporate communication as a strategic system in which media relations are essential for building reputation.
Finally, Joan Costa, in La comunicación en acción, offers a humanistic and comprehensive view of communication as a tool for management and organizational culture, providing a cross-cutting reflection that connects with the company’s reputational mission.
Teaching and learning activities
In person
Lectures: In lectures, the professor not only imparts content or knowledge but also attitudes, motivation, skills, and values. The instructor shares experiences and conveys their passion for the subject, encouraging each participant to express their opinions and arguments in front of their peers.
Coaching: Individual or small-group guidance on how students assimilate the course content. During coaching sessions, errors will be corrected, doubts clarified, and exercises and activities proposed to achieve the established objectives.
Seminar: This activity involves an in-depth, monographic exploration of specific topics, some of which are highly current and socially debated, carried out through active work in small groups.
Focused Praxis: Periodic, individual submission of exercises designed to learn theory through practice. Each exercise aims to acquire highly specific knowledge tailored to the individual and to address particular gaps.
Meeting Points: Networking events will be organized between students and professionals, scientists, or international figures. These sessions may take the form of lectures, workshops, roundtables, interviews, or other formats.
Evaluation systems and criteria
In person
- The module will be assessed through continuous assessment.
- It is required to pass all evaluative activities in order to successfully complete the module.
- The module instructor will design the practical assignments to be submitted—some individually and others in groups.
- Class attendance, punctuality, and active participation in all sessions will be taken into account.
- Projects must be able to demonstrate their authenticity, and the use of AI is restricted to the points specified by the teaching staff. Any detection of plagiarism, copying, or fraudulent use of AI will result in a grade of zero for the activity.
Bibliography and resources
Berceruelo, B. (Coord.), y equipo de Estudio de Comunicación. (2016). Comunicación empresarial: Incluye 33 ideas para una comunicación empresarial de éxito. Estudio de Comunicación.
Costa, J. (1999). La comunicación en acción: Informe sobre la nueva cultura de la gestión. Paidós.
Fearn-Banks, K. (2017). Crisis communications: A casebook approach (5th ed.). Routledge.
Merino Bobillo, M., & Sánchez Valle, M. (2020). Comunicación corporativa: estrategia e innovación. Ediciones Síntesis.