IULM

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INSTITUTIONAL COMMUNICATION: THEORY AND TECHNIQUES
Training objectives of the course
In the context of the widening of the scope of "public communication", the course aims to investigate the role of public administrations, associations and businesses with respect to issues of general interest. It will also highlight the impact that new technologies in communication and information are bringing to the dynamics, processes, practices and tools of communicative relations, particularly in the public sphere, i.e. between the institutional system (public administrations and public services) and citizens.
An evolution of the idea of public communication affecting various bodies: institutions, political parties, social organizations. Even a company (especially when dealing with its social responsibility). Parts of a universe that address citizens and necessarily interact with each other.
Course programme
The course creates a framework for the study of the traditional fields of public communication (specific characteristics, subjects, laws), analysing the transformation processes in the relationship between sources and users in a context that looks at Europe, at national and local levels, with particular focus on new forms of interaction.
The course, after an introduction on the historical and theoretical evolution of the subject, is divided into three areas:
- Corporate communication, with regard to information and communication management within constitutional bodies (the State, Regions, local government, the EU) through a study of their laws and regulations, their operational methods, the processes that contribute to the building of a national identity;
- Public communication, defined through an analysis of different experiences in the areas of media relations, activities related to cultural systems, communication, branding for PA;
- Political communication, introducing the approach to the problems of communication and technological innovation in the areas of political and electoral marketing.

- A workshop linked to the main course on Public Utility Communication. It will have its own program which will develop and test examples of how the modalities, strategies and tools are evolving in a discipline with ever-widening frontiers.
Didactic Methods
The course consists of lectures, supplemented by conferences and seminars held by professionals
Learning assessment procedures
The examination consists in a compulsory written test and an optional supplementary oral test.
Course work carried out by students attending tutorials will be taken into account when calculating the final grade.
Reference Texts
ROLANDO Stefano (a cura di), Manuale di Teoria e Tecniche della Comunicazione Pubblica, Terza Edizione, ETAS, Milano, 2011.
ROLANDO Stefano, La comunicazione pubblica per una grande società. Ragioni e regole per un migliore dibattito pubblico, ETAS, Milano, 2010.


ROLANDO Stefano, Economia e gestione della comunicazione delle organizzazioni complesse, CEDAM, 2010 (for the convergence of the public and private sectors).
CAVALLO Marino, SPADONI Federico, I social network. Come internet cambia la comunicazione, Angeli, 2010 (to explore new opportunities provided by the Web and social networks).
DE VISENTINI Fabio, Innovazione e comunicazione nell'amministrazione pubblica, Franco Angeli, 2010 (for links between public communication, economic growth and the development of territorial identity).