Public communication and institutional

Degree course: 
Corso di First cycle degree in COMMUNICATION SCIENCES
Academic year when starting the degree: 
Academic year in which the course will be held: 
Course type: 
Compulsory subjects, characteristic of the class
First Semester
Standard lectures hours: 
Detail of lecture’s hours: 
Lesson (56 hours)

All the first year courses will provide students with a conceptual propedeutical heritage that is essential to address the issues that are being addressed.

The final exam consists of an oral test. The oral exam is based on knowledge of the subject contained in the texts indicated in the program: Notes on Political and Business Communication from page 17 on p. 184, with the exception of pages 70/71 referring to point 6; Communication XXI, from beginning to end of volume. Written exercises will be held during the lectures that can be taken into consideration during the oral exam. The final grade will be determined by the degree of acquisition of the expected knowledge and skills: fundamental concepts of communication; ability to evaluate contexts; ability to organize communication processes; observational and narrative articulation; appropriateness of language; ability to synthesize; good skills in writing and speaking; knowledge of socio-political and economic contexts.

Voto Finale

The course aims to address the communication dynamics of Public Administration and Business, together with internal and external social communication, both public and private.
In particular it aims to make known the meanings, languages, tools and organizational forms of Communication. Through this knowledge, students will be able to acquire the theories and operating techniques of Public Communication and Business Communication that will facilitate the forms of interaction with citizens and customers, so as to make the satisfaction of social needs and wishes ever closer to expectations. The learning outcomes to be achieved will be the following:
 Acquiring the fundamental concepts of Communication and its positioning in complex political, social and administrative systems. This positioning serves to develop the understanding of the contexts of macro systems and micro-productive, institutional, political and inter-productive systems;

 In-depth knowledge of verbal and non-verbal communication techniques through which public and private companies can deploy their quantitative and qualitative productive needs by streamlining and improving the efficiency, efficiency and utility of services, products , perfecting, developing and stimulating productivity, competition, innovation and creativity;

 Developing observational, comparative, critical and synthesizing capacities in the framing and representation of phenomena related to production systems and relationship with markets, as well as forms of interpersonal interaction and between groups, social and business communities .

 Knowledge and use of oral and written forms of information to facilitate the understanding of messages transmitted by any media type, enabling also the development of cognitive skills, exchange and confrontation, dialogue and counter-mediation, mediation and conflict.

 Knowledge of theories and techniques of media coverage, management of the various forms of satisfaction of the services provided by the Public Administration and the products supplied by the companies.

 Developing subjective and collective potential in relation to the levels of cultural, social, political and economic awareness, to which the possible raising of the levels of consciousness and civil and democratic responsibility of individuals and communities.

The topics that will be dealt with will have to enable students to master both the theoretical knowledge of political and business communication and the communication tools in the following training path:
 The concepts of communication in general and the ways in which it is initiated and developed in the interpersonal field, in the various forms of interaction between public administration and citizens, between business and consumers;
 The characteristics of emotional partners as a basis for understanding the contexts and personal characteristics of our interlocutors; understanding before communicating is axiomatic;
 Effective communication techniques and the four fronts of expression - speech, paper, spoken video, and the web, together with the selection of goals, choice of targets, the nature of the language to be adopted and the means of conveying messages;
 Structure of verbal and nonverbal communication, with particular reference to oral and written exposure techniques and ability to evaluate direct and indirect feed back;
 Effectiveness and selection of communication tools in various relational contexts through the Communication Plan Tool;
 Structure of news (sources, processing and manipulation, positioning) and utilization techniques (press release, press conference, communication campaign, mass events, conferences, seminars, advertising materials);
 Horizontal and multi-positional communication in optimum social-oriented communication and the development of cooperation, creativity, innovation and productivity;
 The communicator's characteristics to improve personal and group performance (observational, analytical, critical, comparative, imaginative, intuitive, perceived atmospheres, intelligent use of rationalism and sentimentality, know how to select facts or insignificant from the relevant or of being exemplary, knowing the essence, banality and marginality, using the unexpectedness as a surprise weapon and fascination).
 Techniques for monitoring and evaluating communicative actions that define the success or failure of institutional or enterprise performance.

 General characteristics of the communication: definition; communication cycle; political communication - technical or administrative communication and social communication.
 Characteristics of corporate and institutional communication: needs and desires of the citizen.
 The news: definition, sources, positioning and hierarchies.
 The quadrant of communication attention, listening, evaluation, feedback.
 Verbal and non-verbal communication techniques;
 Innovative communication and environmental humanism.
 Effective communication: characteristics of the message, objective, content, channel and language, analysis of environmental contexts.
 How to avoid communication and corrective errors
 Communication and Swot Analysis.
 Internal communication and external communication
 Top-down, bottom-up, horizontal communication (symmetrical communication).
 Stakeholders, business and public company.
 Disruptive communication: the disruptor.
 Innovative communication environmental humanism.
 Communication and innovation.
 Business and gender communication.
 Techniques of writing and managing the spoken message.
 The forms of communication: press release, newspaper article, press conference, press review, media analysis.
 Political communication.
 Communication, political power and consensus.
 Horizontal democracy.
 Law 150/2000: the URP, the communication plan, the press office, the spokesperson.
 Crisis communication and the CMT
 Communication in the 20th century and new questions of the 21st century
 The future project and the function of communication
 Participation
 Communication and Thinking in the 21st century
 Is there still a people?
 The new era of Europe
 Manipulated communication and the new "The Truman Show"
 The whirlwind of the likely
 The supremacy of deception
 Innovation is social value
 The negative functions of the central and peripheral state
 Communication and modernity
 A light state
 The cornerstones of the reconstruction and the function of the
 communication
 Regenerate and not repair
 Our people and power
 The ten rules for social control
of the information of Noam Chomsky
 From the caves to the moon
 Evolution and communication
 Communication and technology
 The dawn of the digital world
 The past present
 Artificial intelligence
 The skynet-matrix syndrome
 The new world
 The human machine

The course includes the following texts:

• Franz Foti, Notes on Political and Corporate Communication - The "head down" company - Franco Angeli Editore, 2016;
• Franz Foti and Christian Contardi - Communication XXI - Franco Angeli Editore, 2020;
• During the lessons, slides will be projected and notes will be arranged and stored on the e-learning platform.


Lectures and exercises will take place according to an articulation of two classroom lessons per week where theoretical lessons and practical lessons will alternate.

Theoretical lessons will deepen the central subject matter of the subject, contained in the program, also referring to experiences from other countries to provide an international picture of the profession. Practical lessons will be the writing of press releases, a simulation of a press conference, the writing of a social research questionnaire with relative aggregation and data bundling, their evaluation and subsequent real press conference that will be held by the students.

During the teaching activities, a visit to the Talent Garden in Milan and a meeting with the foreign press is planned. During some lessons, institutional and business subjects with hands-on learning experiences will be present.

Reception hours

Students will be heard through the institutional e-mail and at the beginning and end of lessons following the online method of carrying out the entire teaching of the course.

Calendar of didactic activities

Hyperlinks to the CdS timetable and locations page.

Examination appeals

The dates and places where the exams will be held, including the written test for academic years before 2020/2021, will be available on the website of the University of Insubria.