Representatives of the University of Montevideo (Uruguay), the University of La Sabana (Colombia) and the Universidad Austral (Argentina) participated in an academic exchange experience that brought together students and professors to share knowledge and reflect on the challenges of strategic communication in our region.
During two days in Buenos Aires, the agenda included classes taught by professors from EPC Austral and cultural visits to the Argentine National Congress and the Colón Theatre. The exchange week continued in Montevideo, with further opportunities for interaction between the academic communities.
Arturo Fitz Herbert, director of the Graduate School of Communication of the Universidad AustralShe addressed the case of Coca-Cola in Colombia to analyze the challenges of strategic communication in crisis contexts and reputation management. During her presentation, she reflected on message construction and the participation of organizations in public discourse.
For his part, Luciano H. Elizalde , professor and researcher, presented the case of the Argentine Investment Promotion Agency and emphasized the importance of understanding the relationship between organizations and their environment. "There is no communication process in a social vacuum," he noted.
“During the exchange week, we shared a space to discuss common problems in public communication within the Río de la Plata region and national differences. We hope this will be the starting point for a long-term relationship that we want to cultivate, both for our students and our graduates, in which they can meet to debate and develop an international agenda that allows them to integrate not only nationally but also regionally,” concluded Arturo Fitz Herbert, director of EPC Austral.
A huge thank you to the University of Montevideo and the University of La Sabana, as well as to the students and professors who were part of this experience.
