Social and Institutional Communication

Social and Institutional Communication affects everyone and creates value by engaging with the very foundations of society. For this reason, it is a strategic field that requires specific knowledge and sensitivity to operate effectively within public and private institutions, political organizations, third-sector entities and businesses.

In organizational contexts characterized by high levels of complexity and challenged by ongoing ecological, digital and socio-economic transitions, the ability to build authoritative relationships with stakeholders and to manage reputation, consensus and participation constitutes a key strategic asset.

The course aims to provide students with theoretical knowledge, practical tools and professional skills to understand and address the major challenges of public and private organizational communication through lectures, case studies, practical workshops, guest talks by communication professionals and field-based learning activities.

Particular attention will be devoted to the professional competencies currently required in the fields of corporate communication and public communication (social, political, institutional and science communication), with specific focus on media relations, social media management, communication design and planning, crisis communication, public affairs, event management and protocol, also through direct interaction with professionals and managers from a variety of organizations.

Upon completion of the course, students will be able to:
- understand and interpret the dynamics that shape the relationships among organizations, media, institutions and stakeholders in contemporary society;
- understand the strategic role of communication in public and private organizations, political organizations and third-sector entities;
- analyze contexts, data, stakeholders and decision-making processes relevant to strategic communication;
- design strategies, plans, campaigns and initiatives in both corporate communication and public communication, ensuring alignment with organizational values and objectives;
- effectively apply methodologies, tools and techniques related to media relations, social media management, public affairs, crisis communication, event management and protocol;
- evaluate the contribution of communication to the development of reputation, trust, consensus, participation and public value.