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Challenges of internal communication within the Compostela Group of Universities: proposals to take advantage of networking and new technologies Francisco.

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Presentation on theme: "Challenges of internal communication within the Compostela Group of Universities: proposals to take advantage of networking and new technologies Francisco."— Presentation transcript:

1 Challenges of internal communication within the Compostela Group of Universities: proposals to take advantage of networking and new technologies Francisco Fernández Beltrán Head of Communication and Publications Office Universitat Jaume I of Castellón (Spain)

2 Challenges of internal communication within the Compostela Group of Universities (CGU): proposals to take advantage of networking and new technologies · Main objectives To discuss the objectives of a future Network of CGU Communication Officers To discuss the objectives of a future Network of CGU Communication Officers To explain the conclusions of research about internal communication management in the Valencian universities To explain the conclusions of research about internal communication management in the Valencian universities To share experiences of Spanish networks To share experiences of Spanish networks Union of Spanish University Publishers (UNE) Union of Spanish University Publishers (UNE) Network of Communication Officers of Spanish Universities Network of Communication Officers of Spanish Universities

3 Challenges of internal communication within the Compostela Group of Universities (CGU): proposals to take advantage of networking and new technologies · Academic introduction to IC Di versity of approaches to the functions of IC Di versity of approaches to the functions of IC P. Weil: internal communication serves management P. Weil: internal communication serves management IC serves management in that it operates as: IC serves management in that it operates as: 1. A vehicle for corporate culture 2. A management and administration tool 3. An instrument for external communication.

4 Challenges of internal communication within the Compostela Group of Universities (CGU): proposals to take advantage of networking and new technologies · Academic introduction to IC Corporate culture has emerged as the real strength that guides organizations Corporate culture has emerged as the real strength that guides organizations Its imperative for internal and external communication to be integrated Its imperative for internal and external communication to be integrated Internal communication as a tool for management and administration refers to its role to help the members of an organization to carry out their work effectively Internal communication as a tool for management and administration refers to its role to help the members of an organization to carry out their work effectively

5 Challenges of internal communication within the Compostela Group of Universities (CGU): proposals to take advantage of networking and new technologies · Functions of IC Instrument for external communication Management and administration tool Operational information Information going in Information going out Vehicle for corporate culture Internal communication serves management

6 Challenges of internal communication within the Compostela Group of Universities (CGU): proposals to take advantage of networking and new technologies · Academic introduction to IC The corporate image is made up of the sum of the following: The corporate image is made up of the sum of the following: The activity of the company generates a functional image. The activity of the company generates a functional image. The culture of the company generates an internal image. The culture of the company generates an internal image. Finally, the messages that the company consciously sends out are formulated to create a specific image, an intentional image. Finally, the messages that the company consciously sends out are formulated to create a specific image, an intentional image.

7 Challenges of internal communication within the Compostela Group of Universities (CGU): proposals to take advantage of networking and new technologies · Academic introduction to IC Relationship of the ICs functions to the components of the image: Relationship of the ICs functions to the components of the image: A vehicle for corporate culture A vehicle for corporate culture has a huge impact on the internal image of the corporation has a huge impact on the internal image of the corporation A management and administration tool A management and administration tool is related with the activity of the company, which generates a functional image is related with the activity of the company, which generates a functional image An instrument for external communication An instrument for external communication is linked with the set of messages that the company deliberately sends out is linked with the set of messages that the company deliberately sends out

8 Challenges of internal communication within the Compostela Group of Universities (CGU): proposals to take advantage of networking and new technologies · Academic introduction to IC What is a portal?: What is a portal?: Set a minimum number of elements that a web site must have to be defined as a portal: Set a minimum number of elements that a web site must have to be defined as a portal: Up to date, specific or general, content. Up to date, specific or general, content. Electronic services Electronic services Tools for interaction between the portal and between the users Tools for interaction between the portal and between the users In a corporate web portal, three large contents: In a corporate web portal, three large contents: 1.Company news. 1.Company news. 2.Electronic management in the company 2.Electronic management in the company 3.Spaces for virtual relationships 3.Spaces for virtual relationships

9 Challenges of internal communication within the Compostela Group of Universities (CGU): proposals to take advantage of networking and new technologies · Portal web and IC To relate these three large components of a portal with the three joint elements that influence the image: To relate these three large components of a portal with the three joint elements that influence the image: Electronic management is related to the functional image. Electronic management is related to the functional image. The spaces for virtual relationships are linked with the possibility to create internal culture. The spaces for virtual relationships are linked with the possibility to create internal culture. The news from the company is related with the intentional image. The news from the company is related with the intentional image.

10 Challenges of internal communication within the Compostela Group of Universities (CGU): proposals to take advantage of networking and new technologies · Managing e-IC Guidelines for new internal communication management: Guidelines for new internal communication management: Centralization of internal communication. Centralization of internal communication. Consistency with the corporate strategy. Consistency with the corporate strategy. At the service of reputation At the service of reputation Predominance of the portal on communication. Predominance of the portal on communication. Franchising of communication. Franchising of communication. Segmentation and customization of communication. Segmentation and customization of communication. News and current content. News and current content.

11 Challenges of internal communication within the Compostela Group of Universities (CGU): proposals to take advantage of networking and new technologies · The UNE Founded in 1987 Founded in members 58 members 6% of the countrys publications 6% of the countrys publications 30,000 publications and more than 5,000 new titles every year 30,000 publications and more than 5,000 new titles every year

12 Challenges of internal communication within the Compostela Group of Universities (CGU): proposals to take advantage of networking and new technologies · The UNE: relevant examples UneLibros, circulation: 75,000 UneLibros, circulation: 75,000 Website reports information on everything published by the UNE members and it also works as a portal for university publications Website reports information on everything published by the UNE members and it also works as a portal for university publications Joint presence, on a single stand, in book fairs around the world Joint presence, on a single stand, in book fairs around the world

13 Challenges of internal communication within the Compostela Group of Universities (CGU): proposals to take advantage of networking and new technologies · The UNE: relevant examples Creation of a quality brand for university publications. Creation of a quality brand for university publications. Joint publicity campaign in the most important national media Joint publicity campaign in the most important national media Master in university publishing Master in university publishing

14 Challenges of internal communication within the Compostela Group of Universities (CGU): proposals to take advantage of networking and new technologies · The CRUE case: relevant examples Network of Communication Officers of the Spanish Universities Network of Communication Officers of the Spanish Universities a specific group set up by the Spanish National Rectors Conference a specific group set up by the Spanish National Rectors Conference Founded in 2005 Founded in 2005 Publishes the only official guide to higher education courses in Spain Publishes the only official guide to higher education courses in Spain

15 Challenges of internal communication within the Compostela Group of Universities (CGU): proposals to take advantage of networking and new technologies · A CGU case: Compostela Media Documentaries to be broadcast that will publicise the research being carried out in the CGU universities. Documentaries to be broadcast that will publicise the research being carried out in the CGU universities. Euroscience: European Universities Shaping The Future Euroscience: European Universities Shaping The Future A private company in which 10 universities now participate: Compostela Media Universitas, SL, a Spanish company registered in Castellón, at the Universitat Jaume I. A private company in which 10 universities now participate: Compostela Media Universitas, SL, a Spanish company registered in Castellón, at the Universitat Jaume I.

16 Challenges of internal communication within the Compostela Group of Universities (CGU): proposals to take advantage of networking and new technologies · A CGU case: Compostela Media To date, three episodes of the series have been made: To date, three episodes of the series have been made: Engineering Harmony, University of Lodz (Poland) Engineering Harmony, University of Lodz (Poland) Tiptoeing Chromosome Tips, University of Masaryk (Czech Republic) Tiptoeing Chromosome Tips, University of Masaryk (Czech Republic) Tracking Down the DNA, Universidad de Santiago de Compostela (Spain) Tracking Down the DNA, Universidad de Santiago de Compostela (Spain) Two more episodes are planned to come out this year: Two more episodes are planned to come out this year: Ceramic tile research, Universitat Jaume I Ceramic tile research, Universitat Jaume I Problems of water shortage, Universidad Zaragoza Problems of water shortage, Universidad Zaragoza

17 Challenges of internal communication within the Compostela Group of Universities (CGU): proposals to take advantage of networking and new technologies · CGU Communication Officers Network The relationship between communication and networks is like the relationship between oil and engines: lubrication to keep the network running smoothly and moving forward. The relationship between communication and networks is like the relationship between oil and engines: lubrication to keep the network running smoothly and moving forward. Its time to start exploring how we can expand communication within the Compostela Group of Universities. Its time to start exploring how we can expand communication within the Compostela Group of Universities.


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