Companies need to communicate in order to exist, and social organizations exist to communicate, to convey their values. This strategic perspective of communication now guides organizations through interaction, transaction, and constant exchange with their audiences. The revaluation of communication in organizations integrates Public Communication Management at the executive levels, assigning new tasks and responsibilities to professionals, such as reputation management, strategic planning, and ultimately, the building of trust.

Consequently, the preparation of students for this discipline must combine the enhancement of their relational skills and their openness to new interactive scenarios with the management of audits and communication plans, which will be fundamental tools in their future professional activities.

In this course, shared by the degrees in Advertising and Public Relations with the degree in Journalism, previous tracks converge that have introduced students to this perspective in the specialization track of "Communication Management." The course offers a natural continuation to a path initiated in Public Relations courses, so that students can complete their degree with a general understanding of the needs of their professional environment and the basic tools to meet the relational demands of a public organization.

Students complete their specialization in Communication Management with this course and another on the functioning of Communication Departments. Prior to this, they have taken other subjects within this concentration, such as Communication in International Organizations and Spokesperson Training.

CB2 - Students know how to apply their knowledge to their work or vocation in a professional manner and possess the competencies typically demonstrated through the development and defense of arguments and problem-solving within their field of study.

CB4 - Students can convey information, ideas, problems, and solutions to both specialized and non-specialized audiences.

G003 - To synthesize, develop, and apply new creative approaches to solving communication problems.

G006 - To develop skills and abilities related to participation, management, and optimization of teamwork, applying informed criteria to decision-making and the evaluation of results.

G008 - To project and design strategies aimed at identifying objectives and planning actions, in the context of developing advertising and public relations projects.

C1CC05 - To develop oral, written, and audiovisual expression and communication strategies appropriate to the various genres and formats of different media.

C3CC01 - To understand and critically evaluate ideas, concepts, theories, and strategies in advertising and public relations for communication management, in the context of economic and communicative globalization processes.

C4CC03 - To develop and implement public communication and strategic and cultural marketing strategies.

C4CC06 - To develop ethical critical thinking applied to advertising and public relations communication processes, from the knowledge and respect of legal foundations.

C4CC07 - To handle communication techniques and strategies useful for conflict resolution and the planning of internal and external communication services for public and private institutions and organizations.

1st PART

A. The field of public communication.

1.Defining public communication.

2.Models and forms of political communication.

3.Actors and forms of political communication.

B. Leadership.

1.New models of leadership in the public sphere.

2.Communication of political agents.

C. Political communication and the media.

1.The mediatization of politics.

2.Storytelling.

3.Media ecosystem.

D.Languages, rituals, and symbols of politics.



2nd PART

A. Communication in the electoral campaign (TRANSMEDIA CAMPAIGNS).

1.Definition and models of the electoral campaign.

2.Electoral communication and political communication.

3.Image strategies and the media.

B. Transparency and participation in institutions

1.Crisis communication.



Both individual and group tasks will be graded. Additionally, a final project will be conducted, consisting of an analysis and innovative proposals for a communication campaign for a public entity.

Both individual and group tasks are combined. Handling theory, analysis, oral presentations, and practical application through projects and cases. Along with the essential theory needed to understand and manage the basic concepts of the subject, the aim is to turn the classroom into a workshop with different practical modules linked to the tasks that students must carry out, both individually and in groups. This workshop will be extended on the Egela platform, where the exercises prepared in class will be submitted, providing personalized feedback on the students' progress throughout the course.

Examples of some group and individual assignments include: analysis of leaders, preparation and delivery of a speech, monitoring a public or political communication campaign, analyzing the quality of the communication practices of a public organization, and an improvement plan.

• Continuous Assessment System
• Final Assessment System
• Tools and qualification percentages:
  • Written test to be taken (%): 20
  • Individual works (%): 40
  • Team projects (problem solving, project design)) (%): 40

To be eligible for continuous assessment, students must complete a series of tasks throughout the course, with deadlines and details provided by the instructor. It is essential to submit the tasks on time and in the proper format to be evaluated. Individual and group tasks account for up to 80% of the final grade. Continuous assessment applies to those who complete the course tasks and submit them within the established deadlines. Additionally, there will be a theoretical exam worth 20% of the grade.

Those who do not follow the course tasks have the option to take a final exam, which will consist of a theoretical exam (50% of the grade), similar to those who start the continuous assessment but abandon it within the regulatory period—nine weeks from the start of the course—and inform the instructor accordingly. This final exam includes a theoretical test covering the course content, which accounts for up to 50% of the grade and will be conducted in person. The second part of this final exam also counts for 50% and involves the prior completion of a practical project analyzing and designing a public communication campaign. Students can forfeit the exam by not attending the final test, resulting in a "Not Presented" grade. Those who had started the continuous assessment must also communicate their withdrawal at least one month in advance.

In the extraordinary calls, the system used will be the same as that used in the cases of ordinary final assessment.

Cadoche, Elisabeth y Montariot Anne de (2021) El síndrome de la impostora: Por qué las mujeres carecen de tanta confianza en sí mismas, S, Península, Barcelona.

Mazzoleni, Gianpietro (2024): Introducción a la comunicación política, Alianza. Madrid.
Fumanal, Verónica (2024): El poder de la influencia. Así se construye un liderazgo. La esfera de los libros.

Ramírez de la Piscina, Txema (2007): Formación de Portavoces: Los movimientos sociales ante la esfera pública. Bosch, Barcelona.

Mazzoleni, G. (2010). La comunicación política. Madrid: Alianza.

Camacho, I. (2017) Formación de portavoces. Barcelona: UOC.

Salmon, C. (2008). Storytelling: la máquina de fabricar historias y formatear las mentes (Vol. 323). Ediciones Península.

Basic bibliography

Arteaga, A. eta Ramon, S. (2009). “Liderazgo resonante según género”. Multiciencias, vol. 2, Universidad de Zulia, Venezuela.

Escapa Garrachón, R. eta Marínez Ten, L. (2010), Estrategias de liderazgo para mujeres directivas; Biblioteca de Catalunya, Bartzelona.

Lupano Perugino, M.L. eta Castro Solano, A. (2011): “Teorías implícitas del liderazgo masculino y femenino según ámbito de desempeño”, Ciencias Pisológicas V (2), 139-150, Montevideo, Uruguay.

Arroyo, L. (2012) El poder político en escena. Barcelona: RBA



Del Rey Morató, J. (2007). Comunicación política, internet y campañas electorales. De la teledemocracia a la ciberdemocr@cia. Madrid:Tecnos



Erro Sala, J. (2002) Comunicación, desarrollo y ONGD, Bilbao: Hegoa



López, G. et al. (2018). La comunicación política. Madrid: Síntesis.



Morozov, Evgeny(2012) El desengaño de internet. Barcelona: Ediciones Destino



Olcina, M. et al (2017) Manual de comunicación para la ciudadanía organizada. Madrid: ConsumeHastaMorir

In-depth bibliography

DIRCOM
https://www.revistadircom.com/
El Molinillo
https://compolitica.com/seccion/revista-el-molinillo/

Journals

International Journal of Communication
http://ijoc.org/index.php/ijoc
Journal of E-Government
http://www.ejeg.com/main.html
European Journal of Communication
http://www.sagepub.com/journalsProdDesc.nav?prodId=Journal200857
Journal of Political Marketing
http://www.tandfonline.com/loi/wplm20#.U8-Pf7GPXfM
Political Communication
International Journal of Press Politics