V Seminario sobre Comunicación Corporativa en la Facultad de Periodismo con la colaboración de la APC

El Seminario “De las relaciones públicas a la comunicación corporativa” se celebró el pasado 27 de febrero en la Facultad de Periodismo de la Universidad de Castilla-La Mancha en la que ya es su quinta edición. Este año centró la reflexión en las relaciones entre empresas y medios de comunicación poniendo el foco en el ámbito local prestando para ello colaboración la Asociación de la Prensa de Cuenca.

Este V Seminario sobre comunicación corporativa, contó con la participación de periodistas, que desarrollan su labor en el ámbito local y responsables de comunicación de empresas y se articuló en dos mesas redondas.

La primera de ellas se centró en empresas, medios, ciudadanos y nuevas formas de comunicación y estuvo compuesta por la directora de Las Noticias de Cuenca, Carmen Izquierdo; el coordinador de contenidos de Vocesdecuenca.es, José Javier Domínguez; el cofundador de ideavinos.com, Fran Loriente; y el responsable de Making UCLM productora de la Universidad de Castilla-La Mancha, José Antonio Montero.

Los participantes debatieron sobre la situación del periodismo, los medios de comunicación y los profesionales y del cambio en los modelos, las rutinas y competencias en la profesión tanto a nivel global como local.

La segunda mesa estuvo compuesta por el coordinador de Prensa y Comunicación de Globalcaja, Pelayo Martín; la responsable de Prensa y Comunicación de CECAM CEOE Cepyme Castilla-La Mancha, Lorena Valdivia; la directora de SER Cuenca, Aurora Duque; y la delegada en Cuenca de Castilla-La Mancha Media, Trinidad Sáiz. La charla reunió a profesionales del periodismo tanto de los medios de comunicación como del ámbito corporativo para debatir la relación laboral, económica y procedimental que se establece día a día entre ambos sectores. Todos los participantes coincidieron en concluir que aquella empresa que hoy en día no comunica directamente no existe y que son los periodistas los que han de estar detrás de esa comunicación.

Los directores del seminario José María Herranz y Luisma Calvo destacan: “Este año queríamos profundizar en las relaciones actuales entre los medios de comunicación y las empresas en el ámbito local. Nuestro objetivo era 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”.

Un seminario afianzado en el panorama universitario de Castilla-La Mancha y en la agenda de los medios de comunicación para el que la Asociación de la Prensa de Cuenca ha prestado su colaboración aprovechando su focalización en el periodismo local.

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