Available: Practical Guide for Faculty in Communication and Public Relations Management

An essential resource for the training of outstanding professionals. Only 2 out of 10 strategic communication and public relations departments are considered excellent according to the LCM 2022-2023.

1 febrero, 2024
Disponible la Guía Práctica para profesorado de Dirección de Comunicación y Relaciones Públicas

We present the Practical Guide aimed at faculty teaching courses in Communication and Public Relations, authored by Professor Ángeles Moreno from the Advanced Communication Studies Group, along with professors Cristina Fuentes Lara and Noelia Zurro Antón from the Rey Juan Carlos University.

This proposal complements the manual by Moreno et al., (2023) «Excellence in Communication: How to develop, manage, and lead exceptional communications» (European Communication Monitor). UOC Publishing. Dircom Collection: Barcelona. Available at: https://www.editorialuoc.com/excellencein-communication 

It is an Open Access teaching material that covers the complete teaching planning of a six-credit course. The proposed content complies with the regulations and criteria of the European Higher Education Area (EHEA) and can be useful not only for the European context but also for the Ibero-American context.

According to the authors, «this resource aims to be an open and collaborative work to give rise to as many versions as teachers want to take advantage of and adapt to their contexts.»

In the guide, you can find each step of the teaching planning, addressing: 

  • The characteristics of the course as stated in an accredited teaching guide: description, type of course, credits, module or itinerary, year, semester, learning outcome, objectives, general and specific competencies, training activities, teaching methodologies, evaluation systems, scheduling or temporal development, and content program.
  • A specific proposal for organizing the course adapted to both face-to-face and non-face-to-face teaching. Each of the topics in the four blocks is presented with a summary of the main contents, learning outcomes, teaching planning, teaching methodology, training activities, and recommended bibliography.

You can access the guide here

Excellence in Communication is one of the key topics analyzed in different editions of the Global Communication Monitor in all regions. For Latin America, the Latin American Communication Monitor 2022-2023 points out that:

  • The Excellence Gap. Almost 80% of communication departments do not reach excellence levels, meaning that only 23% optimally fulfill executive and advisory functions while competing successfully with other organizations. This finding is consistent with previous editions in Latin America and other regions.
Excelencia en comunicación
  • Characteristics of Excellent Departments. Excellent departments emphasize communication initiatives for diversity, equity, and inclusion, are proactive in their impact, and have greater responsibility in developing related policies. Those leading these departments show greater commitment and empathetic leadership, reflected in the well-being of their teams, reducing the likelihood of resignations.
  • Digital Transformation and Innovation. In terms of digital transformation, excellent departments lead innovation and early adoption of communication technology, facing fewer challenges in its implementation. Additionally, flexible and remote work, along with the use of digital collaboration tools, are more ingrained in these departments.

    In summary, the pursuit of excellence in communication is a constant challenge, but the data from the Latin American Communication Monitor 2022-2023 suggests that it is achievable. Those who lead with empathy, adopt technological innovation, and foster an inclusive environment are redefining standards in Latin America. Excellence in communication is not just a goal but an imperative for sustainable success in the current era.

    View the full report here

    The LCM is part of the Global Communication Monitor, driven by the European Public Relations Education and Research Association (EUPRERA), which, in 16 years, has surveyed approximately 50,000 professionals in more than 80 countries. In addition to the Latin American region, the study is complemented by chapters in Europe (ECM), Asia-Pacific (APCM), and North America (NACM). The 2022-2023 edition is sponsored by the Central American Bank for Economic Integration (BCIE), the Institute of Public Relations (IPR), the University of Oregon (United States), and the Creative Campus of the Latin University of Costa Rica. Additionally, it receives academic support from the Regeneration, Well-being, and Positive Communication Research Group ReBiCom UMA Network at the University of Malaga (Spain); the Advanced Communication Studies Group at the University Rey Juan Carlos (Spain); the Research Group in Communication Studies (GRECO) at the University of Medellin (Colombia), and the Latin American Network for Research in Organizational Communication (RedLAco).

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    Sobre el LCM

    El Latin American Communication Monitor (LCM) tiene por objetivo contribuir al desarrollo disciplinar y profesional en COMUNICACIÓN ESTRATÉGICA Y RELACIONES PÚBLICAS, evaluando las tendencias y cambios que se están produciendo. Desde 2013, la investigación ha visibilizado sistemáticamente la función de los comunicadores de habla hispana y portuguesa en el mundo, empoderando así a los profesionales dentro de sus organizaciones, al igual que a las asociaciones del sector dentro de su entorno social. Cumpliendo con los más altos estándares académicos, una red de investigadores de las 26 más prestigiosas universidades configura el marco del estudio sobre teorías y resultados de investigaciones científicas internacionales de primer nivel.


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    Esta investigación junto al European Communication Monitor, el Asia - Pacific Communication Monitor y el North American Communication Monitor conforman el Global Communication Monitor que dirige el Prof. Dr. Ansgar Zerfass (Leipzig University, Alemania): el mayor y más prestigioso estudio mundial, con 15 años de antigüedad, resultados de más de 80 países y 30 mil profesionales participantes.