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