Institutional communication
Introduction
Institutional communication is that which is carried out in an organized manner by an institution and is directed at the people and groups in the social environment where its activity is carried out. Its objective is to establish quality relationships between the institution and the public it serves, to make itself known socially and project a public image appropriate to its purposes and activities.
History
Its birth is linked to the appearance of institutions. Institutional communication has evolved from ancient nomadic tribes, who joined forces to hunt. As societies evolved, they created their own institutions that responded to very diverse functions: defense, commercial, religious, political, cultural, and others of a very diverse nature. These institutions had a place in society and proposed ideas, ways of governing and values.
Throughout history the way of disseminating ideas in society has varied, for example, Julius Caesar already offered in De Bello Gallico and other writings a particular vision of his Empire that could be compared with types of political and institutional communication of our days, such as the justification of an armed intervention in a country.
The creation of the printing press was the decisive impetus for the institutional propagation of the ideas present in society from its origins, since it had an enormous capacity for dissemination. The printing press would be used to disseminate them massively against adversaries in situations of religious or political conflict. In fact, the term propaganda was institutionalized in 1622 with the creation of the Sacra Congregatio de Propaganda Fide, which had the purpose of spreading the Catholic faith in the newly discovered America and counteracting the effect of Protestantism in Europe.
Later, with the growth of the bourgeoisie and commercial development, the printing press improved its possibilities and the first newspapers and flyers were born, linked to commercial and political information: the first newspaper would be La Gazette, born in 1631 in France, with the support of Cardinal Richelieu and Louis XIII. The press would progressively develop, causing the organized dissemination of ideas to acquire an increasingly greater role, first in the European wars, and later in the French Revolution (1789), in the birth of the United States, in the development of the nationalisms of the century and in the unification of countries like Italy (1870).