Communication and Content Management Course LaLiga Impulso

April 10, 2023, Madrid

LaLiga Impulso in collaboration with LaLiga Business School offered a course focused on helping clubs develop a strategic vision of communication.

Throughout the last two weeks that included from March 21 to 29, 2023, the communication and content management course was carried out online in the first instance and face-to-face in a second instance, where the main objective was help clubs promote one of the central pillars of the projects proposed by LaLiga Impulso: the development of a strategic vision of communication.

The first part of the course, which consisted of 3 sessions via streaming carried out on March 21, 22 and 23, had as its focus the construction of a 360 vision of the Corporate Communication function, the difference that exists with offices of traditional press and having offered the clubs knowledge of the environment to be able to make the leap towards a more aligned communication.

This first part of the course featured presentations by important professionals who were able to effectively communicate their knowledge and experience. On the first day of the course, the group of speakers was made up of: Joris Evers (LaLiga Global Communications Director), who oversaw giving the course introduction and shared some examples of communication best practices that he has carried out. Arancha Díaz (Responsible for communication with clubs) and Marta Avilés (Director of corporate communication at Mahou San Miguel) continued the session and shared with the participants information and experience regarding corporate communication and how to communicate to the sports industry, respectively. Marcos García Merino (Editor of Nuevas Comunidades en Relevo) also offered a presentation.

On the second day, Anna Diloy (Director of Tinkle Barcelona and Portugal) and Andrea Peñalo-za (Digital Manager of Tinkle Barcelona) gave a presentation on crisis communication and communication trends. Finally, David Serrahina (Octagon) spoke about the new formats of the sports industry.

During the third and last day of sessions via streaming, the main topic was the international media and how to reach them through communication, where: Keegan Pierce (LaLiga Managing Director UK & Ireland), Reshmin Chowdhury (BBC Sport Journalist) and Maite Ventura (Managing Director MENA LaLiga) offered a view of the media landscape in the UK, MENA, and USA respectively. To conclude the session, Pablo Gonzalo (Partner in the Communication Study) gave a brief introduction on how to help clubs achieve their objectives through internal communication.

On March 28, the first face-to-face session was held, which began with Pablo Gonzalo giving a presentation on where to find the benefit of internal communication, in which he presented a series of practical cases to help attendees to better understand the concepts. During the second part of the session, Judith Gutierrez (Content Creator Manager LinkedIn Spain) and Miguel Ángel Moreno (Content Editor at LinkedIn Spain) talked about how LinkedIn uses corporate communication channels in its operations; finally Carlos Hernandez (Head of Social Meida in Xataka) and Jesús León Social (Media Manager of Xataka) did the same.

The communication and media management course culminated with the presentation by ATREVIA, which was carried out in person on March 29 and was focused on the training of spokespersons and on how to enhance their presence in the media. This presentation had the participation of Francisco Guirao, José Luís Pérez Gómez and Sheila Troncoso

In this way I conclude the communication and media management course offered by LaLiga Im-pulso, which is expected to have been of great value to all attendees for the future of the clubs and LaLiga.