"Communication is essential for organisations. The interaction of institutions with their publics and their reputation management depend on it. ‘An organisation that does not listen, or listens badly to its stakeholders and publics, will fail in its public communication,’ as Jim Macnamara says.
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This article deals with the listening work of the Opus Dei Information Office of the Basque Country and Navarra carried out in different phases: initiation, identification of interest groups, open listening, analysis of the findings, conclusions and transmission. It is offered as a good communication practice at the service of government that could be applied, with the necessary adjustments, to other institutions, especially Church communication offices. The text is divided into two parts: in the first, we review some concepts on institutional communication, governance, intangibles, reputation and listening, which serve as a framework; in the second, we summarise the case study, relying on interviews with people who were directly involved in the unfolding of events – Juan Carlos Mújika, the then director of the Office; Jesús Juan, who worked in the Prelature’s delegation; and Juan Manuel Mora, Vice Rector for Communication at the University of Navarra." (Abstract)
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"From the point of view of institutional communication, the Second Vatican Council can be considered the most significant media event of the 20th century organized by an institution. This was so because of its duration, impact on millions of people, and the media interest it generated. For the Catho
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lic Church, the management of the official information of this Assembly was an undertaking of enormous proportions, involving complex challenges. This article provides an overview of how the Vatican II information services dealt with such challenges." (Abstract)
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"The role of the institutional communicator in the Church today has a special relevance derived from the credibility crisis suffered by this institution. A greatly increased awareness to this theme leads to the discovery of profound and essential dimensions of this role, which are discussed in this
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article. The focus is on the credibility of the communicator, who, on one hand is called to take full responsibility for what he says, but on the other hand speaks in the name of and through a collective subject—the Church or one of its specific constituent parts—that doesn’t always receive much appreciation from its numerous audiences; it is actually often perceived to be “biased” as an institution, it is widely opposed and criticized. An in-depth analysis regarding the role of credibility from a sociological point of view is illustrated by the application of the three roles identified by Erving Goffman—animator, author and principal—to the figure of the institutional communicator, underlining his responsibilities as communication co-leader. A comparison with the concept of translator as a mediator illuminates other characteristics of the communicator, and functions as a basis to comment on some of the virtues (both personal and professional), which he must possess, enhancing both his credibility and efficiency. The application of the concept of creative fidelity (fidélité créatrice) from the French philosopher Gabriel Marcel, together with the interrelation between comprehension and exposition in a comprehensible manner (hermeneutics and creativity), highlights the necessity of reconsidering the importance of communication and of the communicator within the decision-making process." (Abstract)
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"Este manual tem como objetivo apresentar informações e orientações para a adequada aplicação da marca da Pascom Brasil (Pastoral da Comunicação). Princípios e normas de uso dos elementos gráficos pertencentes à identidade visual auxiliarão na aplicação em peças de comunicação, visa
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ndo disseminar a marca. A implantação da identidade visual, recorrendo ao uso correto das normas presentes neste manual, ajudarão a fortalecer e fixar a imagem da Pascom. Ignorar estes princípios poderá causar danos à identidade." (Introdução)
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"The aim of the present book is to offer an overview and report on Strategic Communication for Non-Profit-Organisations and the Challenges and Alternative Approaches. Considering the assumption that a key principle of strategic communication is the achievement of organisational goals, the majority o
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f research developed in the field has used business environments to develop theories, models, empirical insights and case studies. Here, we take a step towards new approaches centred on the concept of non-profit in various dimensions and from various perspectives, showing the diversity and complexity around this subject and at the same time the need of further theoretical and empirical work that provides frameworks and also tools for further understanding of the phenomena." (Publisher description)
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"The scope of this paper is to present an innovative internal communication strategy applied to non-profit organisations, such as religious institutions. Strategic communicational principles led to the design of a Vocational Pastoral Teams Kit, implemented in the north of Portugal, to reinforce the
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consciousness of a Christian vocation in the local community. The Vocational Kit was implemented by the Diocesan Secretariat for Vocation - an active entity, part of the Portuguese Catholic Church, an organisation dedicated to promote awareness of the vocational meaning of life. This Kit is part of a communication plan conceived to motivate the priests in their mission, to reinforce their interaction with local members of the community connected to the local churches. The priest is the main promoter, his task is to advise catechists; animators (youth groups, preparation for Confirmation, Acolytes); parish community (pastoral family, charitable pastoral) and Christian religion teachers. In order to promote a better understanding of this case study, a theoretical framework will be developed based on Organisational Communication and Strategic Communication theories that highlight insights about the internal dimension and the local contexts. Operational concepts such as communication plans and the key factors for their implementation were also discussed. The results of the strategic communication plan will be shared along with the main conclusions that stress the value of an inside out vision on strategic communication for non-profit organisations." (Page 169)
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"In the religious sector, for centuries, pilgrimages have been a clear example of mass events of a spiritual nature. Due to globalization and increased mobility, recent times have seen the multiplication of international events without a fixed location: Taizé encounters, Kumbh Mela (India), and Wor
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ld Youth Day are all good examples of this. These events imply at least a threefold spiritual, organizational and touristic challenge, and success in each one of these areas contributes to the favourable result of the others. Due to the particular nature of these events, which can mobilize millions of people in just a few days, communication is fundamental. In this sense, the development of mobile technology allows for direct communication with the individual and an unprecedented capacity for diffusion, especially by means of apps and instant messaging, which are two of the most-used channels available on these devices. This paper offers a reflection on the prospects and management of information via smartphones during these large religious events. As a practical case, we will study the beatification of the Catholic bishop Álvaro del Portillo held in Madrid in September 2014, in a ceremony that drew more than 250,000 people from over 70 countries." (Abstract)
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