Universitat Internacional de Catalunya - BarcelonaInstitutional Communication
Main language of instruction: Catalan
Head instructor
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.
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.
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.
1. Introduction to institutional communication
1.1. Clarify concepts: corporate-institutional communication / PR / Marketing
1.2. Culture, identity and corporate image. The reputation
1.3. Corporate communication channels. The corporate video
2. The Communication Directorate
2.1. Types of cabinets, structure and functions
2.2. The Dircom
3. Trends in communication management. The situation during and after the Covid-19
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
* 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.
Exam (50%)
Practices carried out in class (50%)
- 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