SF/0096 - COMUNICAZIONE PUBBLICA
Academic Year 2020/2021
Free text for the University
ALESSANDRO LOVARI (Tit.)
- Teaching style
Prevalentemente a distanza
- Lingua Insegnamento
|[30/35] COMMUNICATION SCIENCE||[35/00 - Ord. 2014] PERCORSO COMUNE||6||30|
The course aims at providing students with theoretical and practical skills in public sector communication as an autonomous discipline and as a key function for the public organizations with particular attention to the principles, strategies and tools with which administrations relate and communicate with citizens, mass media and other strategic publics.
The course aims at developing theoretical and practical skills related to: the evolution of public and institutional communication (models, tools, etc.); the digitization processes of public administrations; the impact of web 2.0 platforms and social media on public sector communication activities and on the participation practices of citizens related to civic issues.
Making judgments: the student will have to develop the ability to analyze and evaluate the effectiveness of public sector communication initiatives in offline and digital environments based on different types of publics and on social and media contexts.
Communication skills: The student must be able to use the appropriate vocabulary of public sector communication with ease and competence.
Learning skills: the student will develop a study and analysis methodology that will allow him/her to interpret and analyze the problems related to the evolution and the transformation of the techniques and languages of public sector communication that will be faced in university /working career.
Basics knowledge of sociology, communication and media theories.
The course is divided into the following modules
a) Evolution of public sector communication from the Nineties to the present: definitions; communicative theories and managerial/organizational theories; areas of intervention (i.e., municipalities, regions, hospitals, universities, etc.); legislation and public administration reform processes; communication and information structures for the public sector communication (Office for Public Relations, Press Office, Spokesperson); typologies (institutional, political, social) tools for planning communication activities.
b) Digitization of public administrations and the impact of ICT and the Internet on institutional communication toward citizens, employees and mass media.
c) Technological and participatory challenges: social media and public sector communication 2.0, civic engagement practices and citizen participation; gender equality and inclusivity, quality of public sector communication.
f) Public health communication and the challenge of social media: characteristics, specificities, tools, opportunities and threats. Communication and Covid-19 pandemic, crisis management and role of public health communication at national and international level.
The knowledge of principles and strategies with which carrying out institutional communication activities in the connected society, represents a necessary know-how to access the communication professions within public sector organizations (public communicator, head of press office/media relations, spokesman, but also social media manager, social media strategist).
It is an e-learning course, therefore it relies on the assistance of multimedia products for the equivalent of 60% of the hours required. The remaining 40% consists of 5 lessons (10 hours) registered and available in the Moodle platform within 5 working days. Lessons could be integrated by seminars with guest speakers. If necessary, students can request more tutorials and workshops online.
Some students will have the opportunity to attend the course by participating in a working group that will engage to create a strategic and integrated communication plan for a public sector organization, focusing on digital contexts. Detailed instructions will be provided at the beginning of the course, and then reported in the digital platform.
Verification of learning
Exam differs according to the students decision to attend in active modality (modalità attiva) or traditional one (modalità tradizionale).
Active modality: an online quiz, multiple choice, to carry out in the online didactic platforms, aimed to evaluate students knowledge on the fundamental theories and concepts of the discipline. A group project work related to create a project work for a public sector organization. The final grade of the exam is the result of quiz (50%) and project work (50%).
Traditional modality: an online quiz, multiple choice, to carry out in the online didactic platforms, aimed to evaluate students knowledge on the fundamental theories and concepts of the discipline. An individual essay or report related to the analysis of social media communication by public health organizations to be agreed with the instructor via email.
The final grade of the exam is the result of quiz (50%) and project work (50%).
Ducci G. (2017), Relazionalità consapevole. La comunicazione pubblica nella società connessa, Franco Angeli, Milano.
Lovari A. (2017), Social media e comunicazione della salute. Profili istituzionali e pratiche digitali, Guerini Scientifica, Milano.
If requested, foreign students attending the course (e.g., Erasmus students) can be provided alternative references in English. In this case their knowledge will be tested in English.
Multimedia materials (slides, texts, interviews, simulations, etc.) will be uploaded in the learning platform in order to summarize and to extend all the concepts proposed during the lessons.
Students with special needs may benefit from a Disabled Office (http://people.unica.it/disabilita/) that certifies their difficulties in order to arrange individualized programs and can suggest specific learning methods.