Base Knowledge
N/A
Teaching Methodologies
Active teaching-learning methodologies will be favoured, encouraging student involvement through various activities, and involving the student in searching for, consolidating, and applying the concepts relevant to the course. In particular
1. individual: through activities that encourage critical and reasoned research and analysis;
2. collaborative: through group activities, discussion, and application in concrete situations.
Learning Results
1. Explain the construction of organisational identity
2. Demonstrate the importance of building lasting relationships with different stakeholders
3. Differentiate the different areas of institutional communication intervention
4. Delimit the specific objectives of each of the areas of institutional communication intervention
5. Explain the necessary coordination between institutional communication and marketing communication for an integrated vision of an organisation’s communication.
Program
1. Building organisational identity and relationships with different stakeholders as central objectives of institutional communication.
2. Main areas of intervention in institutional communication:
2.1. internal communication, diversity, and inclusion
2.2 Communication with the media
2.3 Local and neighbourhood communication
2.4 Crisis communication
3. The link between institutional communication and marketing communication in the organisation’s communication
Grading Methods
- - Test - 30.0%
- - Prior research activities (individual): - 20.0%
- - Group work carried out in class - 50.0%
- - Individual work with oral presentation - 40.0%
- - Exam - 60.0%
Internship(s)
NAO
Bibliography
1. Coombs, T. & Tachkova, E. (2023). Integrating Moral Outrage in Situational Crisis Communication Theory: A Triadic Appraisal Model for Crises. Management Communication Quarterly, Vol. 37(4), 798-820.
2. Eiró-Gomes, M. (org.) (2017). Comunicação e Organizações da Sociedade Civil: conhecimento e reconhecimento. Plataforma Portuguesa das ONGD e ESCS-IPL.
3. Kunsch, M. M. K. (2018). A comunicação estratégica nas organizações contemporâneas. Media & Jornalismo, 18(33), 13-24.
4. Mateus, S. (2022). Manual Prático de Assessoria de Imprensa. Editora LabCom.
5. Yue, C., Men, L. & Ferguson, M. (2021). Examining the Effects of Internal Communication and Emotional Culture on Employees’ Organizational Identification. International Journal of Business Communication, Vol. 58(2), 169-195.
6. Xifra, J. (2020). “Comunicación corporativa, relaciones públicas y gestión del riesgo reputacional en tiempos del Covid-19”. El profesional de la información, v. 29, n. 2, e290220.