Train students to understand the operation of communication departments as an important part of organizational communication of any type of corporation; regardless of the product, plan, program or service they wish to sell is essential in this subject. To do this, as the only source, the student must learn which communication tools to use in each case, they must learn to manage time, adapt to possible inconveniences and deal with crises, among others. Likewise, the student will know and internalize the operation, the daily routines and the planning of the strategies related to internal and external communication.

Theoretical program:

1. Basic concepts of communication departments: definition, objectives and functions.

2. External communication. Relationships with communication media.

2.1. Standard procedures for message preparation, action, and evaluation.

2.2. Tools: press releases, press conferences, the press dossier and other traditional tools.

23. Digital media: digital newsrooms and the active use of social networks.

3. Different strategies and ways of working in communication departments depending on their typology and type of business: public institutions, political parties, private corporations and Non-Governmental Organizations.

4. Relationship of communication departments with the media.

5. Internal communication. Tools and resources.

6. Communication in times of crisis. Planning and management. The crises.



Practical program:

Weekly practical exercises aimed at learning the aforementioned skills; writing press releases, analysis and identification of the media to which to send the press release, study of the different communication offices and their strategies and tools, preparation of dossiers for the media, clipping, design of communication plans and organization of press conferences, among other activities.

TThe course will consist of lectures and practices in which the contents of the theoretical classes will be reinforced. Thus, the teaching hours will be divided equally into theoretical classes, in which the concepts will be transmitted through applied theory; and practical classes, in which students will have the opportunity to recognize the work procedure of the communication departments and will design and carry out press conferences in front of the entire class, with press dossiers, list of media, calls and press releases defending the interests of your company.

Continuous assessment:



Written test: 30%

Practical test 1 -Press conference- 35%

Practical test 2- Analysis of a Communication Office integrated into a company 35%





Criteria to follow the continuous evaluation:

Students must pass the three blocks mentioned separately, attend 80% of the classes and satisfactorily complete 80% of the class work.



Final evaluation:

Theoretical test (60%)



practical test. IT IS A MANDATORY REQUIREMENT TO SUBMIT THE PRESS DOSSIER ASSOCIATED WITH A PRESS CONFERENCE AND THE ANALYSIS OF A COMMUNICATION OFFICE IN A COMPANY TO APPLY FOR THE FINAL THEORETICAL EXAM. (40%)

Materials prepared in communication offices of institutions, companies, associations or other organizations. Information published in the media related to institutions, companies, associations or other organizations. Active presence in social networks.

Basic bibliography

ARGENTI, Paul A. & FORMAN, Janis. 2002. The power of corporate communication: Crafting the voice and image of your business. New York: McGraw Hill Professional.

CIALDINI, Robert B.; MORGAN, Nick & TANNEN, Deborah. 2013. On Communication. Harvard: Harvard Business Review.

CORNELISSEN, Joep. 2014. Corporate Communication. A Guide to Theory & Practice. London: SAGE Publications LtD.

In-depth bibliography

BALMER, John MT & GRAY, Edmund R. 1999. “Corporate identity and corporate communications: creating a competitive advantage”. Corporate Communications: An International Journal, vol. 4, no 4, p. 171-177.
DAHLGREN, Peter. 2005. “The Internet, public spheres, and political communication: Dispersion and deliberation”. Political communication, vol. 22, no 2, p. 147-162.
DOLAN, Gabrielle & NAIDU, Yamini. 2013. Hooked: How Leaders Connect, Engage and Inspire with Storytelling. Melbourne: John Wiley & Sons.
HOOGHIEMSTRA, Reggy. 2000. “Corporate communication and impression management–new perspectives why companies engage in corporate social reporting”. Journal of business ethics, vol. 27, no 1, p. 55-68.
LANTOS, Geoffrey P. 2001. “The boundaries of strategic corporate social responsibility”. Journal of consumer marketing, vol. 18, no 7, p. 595-632.
VAN RIEL, Cees BM & FOMBRUN, Charles J. 2007. Essentials of corporate communication: Implementing practices for effective reputation management. London and New York: Routledge.

Journals

- Corporate Communications: an international journal (Emerald Insight)
- Communication Studies (Taylor & Francis)