La APC colabora con el V Seminario sobre Comunicación Corporativa de la Facultad de Periodismo

Un año más vuelve a las aulas de la Facultad de Periodismo el Seminario “De las relaciones públicas a la comunicación corporativa”, que se celebrará el próximo martes día 27 de febrero. En su quinta edición, y centra su reflexión en las relaciones entre Empresas y medios de comunicación: Fórmulas de éxito para conectar con el público local. Además este año cuenta con la colaboración en la organización de la Asociación de la Prensa de Cuenca, y con la participación de alguno de sus socios en las distintas mesas redondas.

Hace más de 20 años, Txema Ramírez, investigador en el ámbito de los gabinetes de prensa, señalaba que los periodistas estaban dejando de buscar las noticias, y que eran las noticias las que buscaban a los periodistas, en referencia al incremento de la labor de los gabinetes de prensa, según revelaba una de sus investigaciones. Dos décadas después, se puede decir que las “noticias de las empresas y organizaciones” siguen buscando a los periodistas y les facilitan su labor para sumar contenidos gratuitos en sus medios digitales.

De la misma manera, como comentaba José Manuel Velasco en su blog, las notas de prensa siguen vivas y se les augura una segunda juventud. Sin embargo, la decreciente credibilidad de los medios de comunicación, la saturación publicitaria de las webs y la sobreabundancia de información, entre otros aspectos, están relegando el tradicional papel de mediadores de los medios de comunicación y  haciendo que las empresas intenten llegar directamente a sus audiencias  por distintos canales. También, los medios de comunicación también están buscando nuevos caminos para recuperar el espacio perdido y mantener su rol de mediadores entre organizaciones y audiencias. Un ejemplo lo encontramos en la organización de eventos que les convierte, en ocasiones, en protagonistas indirectos.

Asimismo, como destacan los directores del seminario, José María Herranz y Luisma Calvo: “Este año queremos profundizar en las relaciones actuales entre los medios de comunicación y las empresas en el ámbito local. Nuestro objetivo es debatir sobre cómo las organizaciones están reforzando otras estrategias comunicativas paralelas a los medios de comunicación para llegar a sus públicos y de qué manera los medios están buscando herramientas, lenguajes y canales alternativos para seguir siendo mediadores entre las empresas y sus audiencias”. En este contexto se plantea este V Seminario sobre comunicación corporativa, con la participación de periodistas, que desarrollan su labor en el ámbito local y responsables de comunicación de empresas.

Programa del Seminario

Las sesiones están abiertas a todo el público interesado en el tema y se celebrarán en el salón de actos de la Escuela Politécnica con el siguiente programa:

9:45-10:00 h. Inauguración

10:00-11:30 h. Mesa Redonda: Empresas, medios y ciudadanos, nuevas formas de comunicación.

  • Carlos Martínez, IMAPA Comunicación.
  • Fran Loriente, cofundador de ideavinos.com
  • Carmen Izquierdo, directora de Las Noticias de Cuenca.
  • José Javier Domínguez, coordinador de contenidos de Vocesdecuenca.es

Modera: Luisma Calvo Rubio, vicepresidente de la Asociación de la Prensa de Cuenca

11:30-12:00 Pausa.

12:00-13:30 h. Mesa Redonda:  ¿Siguen siendo las empresas un poder económico e informativo?

  • Pelayo Martín, responsable de prensa de Globalcaja.
  • Lorena Valdivia, Responsable dek Dpto. de Prensa y Comunicación de CECAM CEOE Cepyme Castilla-La Mancha.
  • Aurora Duque, directora de SER Cuenca.
  • Francisco Javier Martínez, director de la Tribuna de Cuenca y Tribuna de Albacete.
  • Trinidad Sáiz, delegada en Cuenca de Castilla-La Mancha Media (CMM).

Modera: José María Herranz de la Casa, profesor de la Facultad de Periodismo.

En las cuatro ediciones anteriores, el seminario “De las relaciones públicas a la comunicación corporativa” ha centrado su atención en la gestión de la confianza; en los espacios para desarrollar la comunicación corporativa ; en la Responsabilidad Social Corporativa y en la comunicación de las empresas de la economía social. El seminario podrá seguirse en streaming a través del siguiente enlace  y a través de twitter con el hashtag #5DircomUCLM.

 

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