Universitat Internacional de Catalunya
DirCom: Corporate and Institutional Communication
Other languages of instruction: English, Spanish,
Teaching staff
Email.
Introduction
Communication management has become highly relevant within organisations in recent years. An increasing number of both public and private institutions employ communication professionals to convey their mission and corporate identity. The most recent studies in this area confirm that institutional communication is now vital for organisations.
At the same time, this profession is not always understood correctly. This is due, among other factors, to the wide variety of terms that refer to this area of activity. Notions such as propaganda, publicity, corporate communication, public affairs, institutional advertising, organisational communication and corporate communication, among others, have been used to describe the object and purpose of this function. Furthermore, the level of development differs greatly from one country to the next, and significant deficiencies may still be observed in some companies and organisations. At the same time, there remains a lack of such content in business administration and management schools.
In addition, communication management is now immersed in a new cycle, with the incorporation of new technologies. In this regard, there is now a greater need to communicate with stakeholders (employees, customers, the public, users, shareholders, suppliers, partners, journalists, user associations, sector organisations, etc.) following the explosion of social media and platforms for online publication. Ultimately, the relationship with brands is being constructed in a more participatory manner than ever before.
Pre-course requirements
No.
Objectives
- To understand how the communication department operates within organizations.
- To understand and develop a communication programme.
- To understand the strategic perspective of communication and become familiar with the different communication strategies adopted by organizations according to their nature and mission.
Syllabus
1. Introduction to Institutional Communication
1.1. Essential Aspects of Communication
1.2. Lasswell's Paradigm
1.3. The Institutional Communication Process
1.4. Corporate Communication vs. Public Relations
1.5. Integrated Communication Management
1.6. Historical Evolution of Institutional Communication
2. Functions and Objectives of Institutional Communication
2.1. Management Areas
2.2. Fields of Responsibility
2.3. Relations with External Stakeholders
2.4. Media and Public Projection
2.5. Corporate Identity and Image Management
2.6. Objectives of Corporate Communication
2.7. Intangible Asset Management
3. External Communication
3.1. The Strategic Role of External Communication
3.2. Objectives of External Communication
3.3. Relations with Specialized Audiences
3.4. External Communication Management Tools
3.5. Communication Department
3.6. The Communication Director
3.7. Media Relations
3.8. External Consulting
4. Strategic Communication Plan
4.1. What is a Communication Plan?
4.2. Benefits of a Communication Plan
4.3. Stages of a Communication Plan
4.4. Analysis of the Internal and External Situation
4.5. SWOT Analysis
4.6. Defining Objectives and Target Audiences
4.7. Defining Strategies and Action Plan
4.8. Monitoring and Control
5. Protocol and Events as Corporate Communication Tools
5.1. Definition of Protocol
5.2. Types of Institutional Protocol
5.3. Strategic Application as a Corporate Communication Tool
5.4. Definition of Events
5.5. Types of Institutional Events
5.6. Strategic Application as a Corporate Communication Tool
6. Sponsorship and Patronage as Corporate Communication Tools
6.1. Definition of Sponsorship
6.2. Types of Institutional Sponsorship
6.3. Strategic Application as a Corporate Communication Tool
6.4. Definition of Patronage
6.5. Types of Institutional Patronage
6.6. Strategic Application as a Corporate Communication Tool
7. Institutional Communication Programs
7.1. Conceptual Framework of Institutional Communication
• Definition, objectives, and audiences of institutional communication
• Differences between institutional, corporate, and marketing communication
• Reputation, legitimacy, and social license to operate
7.2. Strategic Planning of Institutional Programs
• Context analysis: stakeholder mapping, issues management
• Setting objectives (SMART) and alignment with the corporate strategy
• Key messages, institutional narrative, and corporate purpose
7.3. Design of multichannel institutional campaigns
• Tools: owned, earned, and paid media
• Institutional campaigns in the digital environment and social networks
• Selection of spokespeople and institutional spokespersons
7.4. Implementation, monitoring, and evaluation
• Selection of Key Performance Indicators (KPIs) in institutional communication
• Measurement of reputation and public perception
• Results reports and continuous improvement
8. Crisis communication
8.1. Key concepts and types of crises
• Crisis vs. problem vs. conflict
• Types of crises (operational, reputational, ethical, technological, etc.)
• Crisis cycle: pre-crisis, crisis, post-crisis
8.2. Crisis Communication Plan
• Protocols, crisis manual, and crisis committee
• Risk and scenario identification (risk matrix)
• Definition of roles and responsibilities (spokespeople, Communications Director, management)
8.3. Crisis Strategies and Messages
• Principles: speed, transparency, consistency, empathy
• Response strategies (denial, apology, corrective action, etc.)
• Management of rumors, leaks, and disinformation
8.4. Critical Channels and Environments
• Media and press conferences
• Social media and real-time management
• Communication with employees, regulators, and local communities
8.5. Crisis Evaluation and Learning
• Post-mortem analysis of the crisis: what worked and what didn't
• Impact on reputation and stakeholders
• Integration of lessons learned into the crisis plan
9. Internal Communication
9.1. Strategic Role of Internal Communication
• Employees as Stakeholders and Brand Ambassadors
• Organizational Culture, Engagement, and Work Environment
• Internal Communication in the Era of Hybrid and Remote Work
9.2. Internal Communication System and Tools
• Formal and Informal Channels
• Intranet, Newsletters, Town Halls, Internal Social Networks
• Communicative Leadership: The Role of Middle Management
9.3. Internal Communication Plan
• Diagnosis: Internal Communication Audit
• Segmentation of Internal Audiences
• Objectives, Key Messages, and Action Plan
9.4. Change Management and Sensitive Situations
• Mergers, Layoffs, Restructuring, Changes in Work Models
• Managing Uncertainty and Rumors
• Internal Alignment in External Crises
9.5. Measuring and Evaluating Internal Communication
• Engagement and Satisfaction Indicators
• Feedback Tools (Surveys, Focus Groups, Suggestion Boxes)
• Reports and Continuous Improvement
Bibliography and resources
Argenti, P. A. (2014). Comunicación estratégica y su contribución a la reputación (Cap. 1). LID Editorial.
Arthur W. Page Society. (2019). The chief communication officer as a pacesetter: What it means, why it matters, how to get there.
Bel, J. I. (Coord.). (2004). Comunicar para crear valor. EUNSA.
Business Continuity Institute. (2024). Emergency & crisis communications report.
Buil, P. (2014). La comunicación en tiempos de crisis. En O. Roger & P. Buil, Manual de comunicación ambiental. EUNSA.
Capriotti, P. (2009). Branding corporativo. Libros de la Empresa.
Capriotti, P. (2021). DircomMAP: Dirección estratégica de comunicación. Bidireccional.
Coll, P., & Micó, J. L. (2018). Estrategias de publicidad y relaciones públicas en la era digital. UOC Press.
Coll, P., & Micó, J. L. (2018). Marketing y comunicación en la nueva economía. Editorial UOC.
Coll, P., & Micó, J. L. (2019). Newsjacking posdigital: El secuestro de noticias en la estrategia de comunicación. Editorial UOC.
Cornelissen, J. (2020). Corporate communication: A guide to theory and practice (6th ed.). SAGE.
DIRCI. (2023). Prospectiva de la comunicación interna en España.
Ferrer, J. (2000). La comunicación interna y externa en la empresa. Edición privada.
Gregory, A., & Willis, P. (2019). Liderazgo estratégico y gestión de la comunicación. EUNSA.
Martín Martín, F. (2003). Comunicación empresarial e institucional. Universitas.
Medina, P., & Buil, P. (2013). La publicidad sí vende. Ediciones B.
Mora, J. M. (2009). 10 ensayos de comunicación institucional. EUNSA.
Pozo, M. del. (2000). Gestión de la comunicación interna en las organizaciones: Casos de empresa. EUNSA.
Sotelo, C. (2001). Introducción a la comunicación institucional. Ariel.
Xifra, J. (2007). Tècniques de les relacions públiques. Editorial UOC.