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The Corporate Narrative
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The Corporate Narrative
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Professor de The Corporate Narrative
Interdisciplinary Learning CoursesThe Corporate Narrative
Building reputation and creating a corporate narrative is key in a world where misinformation and message saturation is growing exponentially.
Without a narrative, there is no story. Without a story, there is no knowledge of what you do. Communication teams are increasingly relevant in the day-to-day life of companies, public bodies, NGOs... in fact, of any group that interacts in an over-informed society.
In this course, we will value the work of communication professionals who contribute to developing the strategic plans of their companies, protecting their reputation and creating a corporate narrative that supports this positioning and to project an adequate image.
Learning Goals
- Know the value of intangible assets for the development of a brand, company, institution.
- Recognition of communication as a key tool to build reputation.
- Discover the ecosystem of corporate content creation.
- Distribution strategies, which are key for your message to reach the public.
- Panorama and trends in corporate communication
Contents of the Subject
The Corporate Narrative
- 1. Introduction
- 2.- What is Corporate Communication
- 3.- Intangible assets
- 4.- Skills and profiles of the journalist in corporate communication. New roles and competences
- 5.- Attention economy: new audiences, new opportunities
- 6.- Content strategies: The creation and distribution of content
- 7.- Transmedia: The fight for content
- 8.- The post-truth era. Disinformation
- 9.- Corporate communication, advertising and marketing: differences
- 10.- The influence of digital marketing in corporate communication: SEO, Keywords, analytics.
- 11.- Data as a key element for decision-making
- 12.- Relationship with the media
- 13.- CSR: Corporate Social Responsibility
- 14.- Business communication crisis. Its risks
- 15.- Closing session
Professor
Professor de The Corporate Narrative