Francisco Fernández Beltrán Head of Communication and Publications Office

1. Challenges of internal communication within the Compostela Group of Universities:proposals to take advantage of networking and new technologies Francisco Fernández Beltrán Head of Communication and Publications Office Universitat Jaume I of Castellón (Spain) fbeltran@uji.es

2. Main objectives • To discuss the objectives of a future Network of CGU Communication Officers • To explain the conclusions of research about internal communication management in the Valencian universities • To share experiences of Spanish networks • Union of Spanish University Publishers (UNE) • Network of Communication Officers of Spanish Universities

3. Academic introduction to IC • Diversity of approaches to the functions of IC • P. Weil: internal communication serves management • IC serves management in that it operates as: • A vehicle for corporate culture • A management and administration tool • An instrument for external communication.

4. Academic introduction to IC • Corporate culture has emerged as the real strength that guides organizations • It’s imperative for internal and external communication to be integrated • Internal communication as a tool for management and administration refers to its role to help the members of an organization to carry out their work effectively

5. Functions of IC

6. Academic introduction to IC • The corporate image is made up of the sum of the following: • The activity of the company generates a functional image. • The culture of the company generates an internal image. • Finally, the messages that the company consciously sends out are formulated to create a specific image, an intentional image.

7. Academic introduction to IC • Relationship of the IC’s functions to the components of the image: • A vehicle for corporate culture • has a huge impact on the internal image of the corporation • A management and administration tool • is related with the activity of the company, which generates a functional image • An instrument for external communication • is linked with the set of messages that the company deliberately sends out

8. Academic introduction to IC • What is a portal?: • Set a minimum number of elements that a web site must have to be defined as a portal: • Up to date, specific or general, content. • Electronic services • Tools for interaction between the portal and between the users • In a corporate web portal, three large contents: • 1. Company news. • 2. Electronic management in the company • 3. Spaces for virtual relationships

9. Portal web and IC • To relate these three large components of a portal with the three joint elements that influence the image: • Electronic management is related to the functional image. • The spaces for virtual relationships are linked with the possibility to create internal culture. • The news from the company is related with the intentional image.

10. Managing e-IC • Guidelines for new internal communication management: • Centralization of internal communication. • Consistency with the corporate strategy. • At the service of reputation • Predominance of the portal on communication. • Franchising of communication. • Segmentation and customization of communication. • News and current content.

11. The UNE • Founded in 1987 • 58 members • 6% of the country’s publications • 30,000 publications and more than 5,000 new titles every year

12. The UNE: relevant examples • UneLibros, circulation: 75,000 • Website reports information on everything published by the UNE members and it also works as a portal for university publications • Joint presence, on a single stand, in book fairs around the world

13. The UNE: relevant examples • Creation of a quality brand for university publications. • Joint publicity campaign in the most important national media • Master in university publishing

14. The CRUE case: relevant examples • Network of Communication Officers of the Spanish Universities • a specific group set up by the Spanish National Rectors’ Conference • Founded in 2005 • Publishes the only official guide to higher education courses in Spain

15. A CGU case: Compostela Media • Documentaries to be broadcast that will publicise the research being carried out in the CGU universities. • Euroscience: European Universities Shaping The Future • A private company in which 10 universities now participate: Compostela Media Universitas, SL, a Spanish company registered in Castellón, at the Universitat Jaume I.

16. A CGU case: Compostela Media • To date, three episodes of the series have been made: • Engineering Harmony, University of Lodz (Poland) • Tiptoeing Chromosome Tips, University of Masaryk (Czech Republic) • Tracking Down the DNA, Universidad de Santiago de Compostela (Spain) • Two more episodes are planned to come out this year: • Ceramic tile research, Universitat Jaume I • Problems of water shortage, Universidad Zaragoza

17. CGU Communication Officers Network • The relationship between communication and networks is like the relationship between oil and engines: lubrication to keep the network running smoothly and moving forward. • It’s time to start exploring how we can expand communication within the Compostela Group of Universities.