Manual de gestión de la comunicación corporativa (Derecho – Biblioteca Universitaria de Editorial Tecnos)
Purchase This Book At:
Description
This manual aims to be a pedagogical reference for teaching and learning corporate communication, designed with a pyramidal didactic structure. It begins with a “radiography” of some foundational intangible assets of organizations—such as brand personality, identity, culture, and corporate image—then moves on to the programs and strategies for managing communication, and finally addresses Corporate Social Responsibility (CSR), corporate reputation, and organizational crises. In other words, the subject is explored from the most general concepts to the most specific.
To aid understanding, each chapter is developed using examples, simulations, and practical exercises to clarify concepts. The text serves as both a training guide for future corporate communicators and public relations professionals and a reference work for organizations and their communication directors (Dircoms). Additionally, at the end of each chapter, discussion questions are provided to encourage reflection and the updating of knowledge and opinions—useful both in the classroom and for defining strategies in professional practice.
The goal of this manual is for readers and learners to grasp the critical importance of strategic communication—an area that has evolved alongside organizations, enhancing their capabilities, turning them into agents of change, and transforming communication dynamics into genuine conversations that foster stable, responsible, transparent, and coherent relationships.
Luis M. Romero-Rodriguez, Ph.D., is a Professor of Strategic Communication and Public Relations and a researcher in the Health Communication Lab at the Faculty of Communication Sciences, Universidad Rey Juan Carlos (Madrid, Spain). Currently, he teaches in the Ph.D. program in Social and Legal Sciences and in the Ph.D. program in Communication Sciences at Rey Juan Carlos University. He has served as a visiting professor at multiple universities across Latin America, Europe, and Asia, such as the Universidad de Especialidades Espíritu Santo (Ecuador), the Autonomous University of Barcelona (Spain), Bunda Mulia Universitas (Indonesia), and the IE University.