the developing of public and istitutional communication in Italy: the normative frame, structures, professinoal profile, instruments and abilities
Learning Objectives
Understand and analyze the role of communication in processes of social and institutional transformation; understanding political, institutional and organizational logics that govern the communication activities; learn about the tools of public and institutional communication: listening, organizational communication , public and social marketing.
Prerequisites
basic knowledge of the communication processes; the political-institutional system and the media system
Course program
The strategic role of communication: in need of legitimacy and new image of the institutions, no profit orgasnization and companies; in the construction of visibility, credibility, reputation and trust. Finally, in the redefinition of the relationship between state and citizens and in construction of an institutional image based on a strong identity. Development of public and institutional communication in Italy.
