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) firstname.lastname@example.org
Main objectives • 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 share experiences of Spanish networks • Union of Spanish University Publishers (UNE) • Network of Communication Officers of Spanish Universities
Academic introduction to IC • Diversity of approaches to the functions of IC • P. Weil: internal communication serves management • IC serves management in that it operates as: • A vehicle for corporate culture • A management and administration tool • An instrument for external communication.
Academic introduction to IC • Corporate culture has emerged as the real strength that guides organizations • It’s 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
Academic introduction to IC • The corporate image is made up of the sum of the following: • The activity of the company generates a functional 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.
Academic introduction to IC • Relationship of the IC’s functions to the components of the image: • A vehicle for corporate culture • has a huge impact on the internal image of the corporation • A management and administration tool • is related with the activity of the company, which generates a functional image • An instrument for external communication • is linked with the set of messages that the company deliberately sends out
Academic introduction to IC • What is 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. • Electronic services • Tools for interaction between the portal and between the users • In a corporate web portal, three large contents: • 1. Company news. • 2. Electronic management in the company • 3. Spaces for virtual relationships
Portal web and IC • 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. • 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.
Managing e-IC • Guidelines for new internal communication management: • Centralization of internal communication. • Consistency with the corporate strategy. • At the service of reputation • Predominance of the portal on communication. • Franchising of communication. • Segmentation and customization of communication. • News and current content.
The UNE • Founded in 1987 • 58 members • 6% of the country’s publications • 30,000 publications and more than 5,000 new titles every year
The UNE: relevant examples • UneLibros, circulation: 75,000 • 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
The UNE: relevant examples • Creation of a quality brand for university publications. • Joint publicity campaign in the most important national media • Master in university publishing
The CRUE case: relevant examples • Network of Communication Officers of the Spanish Universities • a specific group set up by the Spanish National Rectors’ Conference • Founded in 2005 • Publishes the only official guide to higher education courses in Spain
A CGU case: Compostela Media • Documentaries to be broadcast that will publicise the research being carried out in the CGU universities. • 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 CGU case: Compostela Media • To date, three episodes of the series have been made: • Engineering Harmony, University of Lodz (Poland) • Tiptoeing Chromosome Tips, University of Masaryk (Czech Republic) • Tracking Down the DNA, Universidad de Santiago de Compostela (Spain) • Two more episodes are planned to come out this year: • Ceramic tile research, Universitat Jaume I • Problems of water shortage, Universidad Zaragoza
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. • It’s time to start exploring how we can expand communication within the Compostela Group of Universities.