Diplomado Internacional en Comunicación Pública
THIRD EDITION 2025 – Applications Open
The International Diploma in Public Communication is an online continuing education program developed and delivered by the Faculty of Communication and Image of the Universidad de Chile and the Heidelberg Center for Ibero-American Studies (HCIAS) of Heidelberg University, Germany, in cooperation with the Heidelberg Center for Latin America (HCLA) of Heidelberg University in Santiago de Chile.
The program is aimed at graduates and professionals from any country with backgrounds in communications, social sciences, humanities, public administration, or related fields, interested in updating their knowledge and acquiring skills to work in the field of public communication management in multicultural and/or multilingual environments. The program provides participants with knowledge and tools to understand, critically analyze, and professionally manage the complex dynamics of public communication, particularly in the Ibero-American context.
This professional profile is increasingly relevant given the current socio-political landscape, where the relationships between citizens and public institutions are constantly evolving—along with their communicative dynamics. Against this backdrop, public communication is approached throughout the program as a complex phenomenon, requiring efficient and responsible management that considers the expectations shaped by cultural, social, linguistic, political, and geographic factors.
The Diploma is structured into two main components: a theoretical-contextual axis and a methodological axis. The first addresses the fundamentals and approaches of 21st-century public communication, including the social, political, linguistic, and cultural contexts in which it develops; its role in public policy and democratic societies; and the challenges of digital public communication. The second component offers tools to analyze communication scenarios, conduct diagnostics, design communication plans, and evaluate strategies for public and private organizations.
Upon successful completion, students will receive a double certificate awarded by the Faculty of Communication and Image of the Universidad de Chile and the Heidelberg Center for Latin America of Heidelberg University (Germany).
Academic Coordinators:
- Prof. José Miguel Labrín – Faculty of Communication and Image, Universidad de Chile
- Prof. Francisco Moreno-Fernández – Heidelberg Center for Ibero-American Studies, Heidelberg University
- Prof. Alejandro Ecker – Heidelberg Center for Ibero-American Studies, Heidelberg University
Program Objectives
- Provide knowledge and tools to develop competencies for understanding, analyzing, and professionally managing the complex dynamics of public communication, seen as a social action and interaction process connecting diverse sectors of society.
- Analyze the political, sociological, cultural, and linguistic factors that shape the challenges and demands of public communication between institutions—public or private—and citizens, along with strategy design.
- Train participants in discourse analysis tools and other methodologies specific to public communication, enabling them to make informed diagnoses and respond appropriately to emerging scenarios.
- Develop professional skills to design, implement, and evaluate public communication plans—digital and analog—tailored to organizational contexts and the social groups they work with.
Curriculum
Module 1: Foundations and Contexts of 21st-Century Public Communication
- Theoretical-practical foundations of digital public communication and journalism
- Communication contexts: Global crossroads, key challenges, actors, and practices in the 21st century
- Power, economy, and media: Dynamics of media industries, concentration, and large conglomerates
- Sociocultural diversity: Human rights and diversity, feminist perspectives, non-sexist communication
- Professional areas and actors in public communication management
Module 2: Democracy, Societies, and Public Communication
- Public policy concepts and definitions
- Democracy, participation, and communication
- Transparency and access to public information
- Interest groups and lobbying
Module 3: Public Communication in Digital Media
- AI, communication, and disinformation: Hate speech
- Digital access, use, and audiences in public and private contexts
- Spanish in digital networks
Module 4: Research Methodology in Public Communication
- Research methodology and processes
- Quantitative and qualitative techniques
Module 5: Discourse Analysis Tools
- Discourse analysis models
- Opinion and attitudinal studies
- Processing studies and experimental methodologies
- Specifics of digital public content and discourse analysis
Module 6: Strategy Analysis Tools for Public Communication
- Analysis of political, social, and advertising campaigns
- Conventional media analysis
- Social networks and media analysis
- Microblogging and messaging services analysis
- Digital platform content and format analysis
Module 7: Public Communication Management Tools
- Social visibility and positioning: Building and managing public image
- Internal and external communication management
- Communication in bilingual/multilingual contexts
- Crisis communication: Fast and effective responses in critical situations
Module 8: Public Communication Project Workshop
- Development of a communication plan
Evaluation
- Online multiple-choice questionnaires (Modules 1-7)
- Final project: Communication Plan (Module 8)
Grading scale: 1 to 7. Weighting: 40% intermediate tests, 60% final project. Students must achieve at least a 4.0 average in each module and 75% attendance to pass and earn certification.
Application Requirements
Eligible applicants:
- Individuals with a bachelor's degree or equivalent in Communication, Social Studies, Cultural Studies, Languages, Literature, Translation and Interpretation, Journalism, Advertising, International Relations, Linguistics, Philology, Philosophy, Social Psychology, Sociology, Anthropology, Human Resources, or Political Science seeking expertise in communication management in multicultural/multilingual contexts.
- Technical-professional degree holders in related fields
- Applicants from other disciplines with relevant professional experience
- Intermediate English reading comprehension (no certification required)
Application Process
- Complete the online application form
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Submit:
- Full CV (academic and professional background)
- Statement of purpose outlining expectations and interests
- Educational credentials (e.g., professional or technical degree certificates)
- Selection committee review and personal interview
- Notification of results, acceptance letter, and payment plan if admitted
Program Fee: 1,391,000 CLP
Scholarships: Tuition reduction scholarships may be available for qualified candidates. For more information, contact: abell@heidelbergcenter.cl
Payment methods: Full payment, bank transfer, credit/debit card, or checks. For financial queries and payment methods, contact Josefine Kirsten: heidelberg-center@heidelbergcenter.cl
Note: The program requires a minimum number of participants to run.
Sitio web de la Universidad de Chile