Ovidio Cordero, a journalist and the Director of Corporate Communication and International Media Relations at Santander Bank, as a part of the Writing for the Media course, gave a masterclass on corporate communication to our second year Communication and Marketing students.
During the encounter, students explored the day-to-day work as well as various complexities that at times arise in the communication department of a large company such as Santander Bank. The students also received tips on how to work with the media, how to deal with a PR crisis situation or how to write an effective and successful press release.
Later, several examples of successful press releases and campaigns created by Santander’s communication professionals were displayed, such as those that were related during the “Madoff case” or during Santander’s purchase of Banco Popular.
Finally, the guest speaker offered some useful advice for future professionals in the world of communication:
“You must always tell the truth. Never say things that are untrue. If you cannot answer or give more information to the media on a certain matter, you can always say ‘no comment’,” said Cordero.
The lecture is part of the ongoing efforts of the “Writing for the Media” professors , Mar Gámez García and José Antonio Rodríguez, in order to bring the different realities and outlets of journalism even closer to the students of Communication and Marketing.
