Subjects -> ADVERTISING AND PUBLIC RELATIONS (Total: 23 journals)
Showing 1 - 8 of 8 Journals sorted alphabetically
Advertising & Society Review     Full-text available via subscription   (Followers: 15)
Book History     Full-text available via subscription   (Followers: 194)
Design and Culture : The Journal of the Design Studies Forum     Hybrid Journal   (Followers: 29)
Foundations and Trends® in Marketing     Full-text available via subscription   (Followers: 18)
International Journal of Advertising     Full-text available via subscription   (Followers: 33)
International Journal of Complexity in Leadership and Management     Hybrid Journal   (Followers: 29)
International Journal of Market Research     Hybrid Journal   (Followers: 19)
Journal of Advertising     Hybrid Journal   (Followers: 30)
Journal of Advertising Research     Full-text available via subscription   (Followers: 27)
Journal of Consumer Psychology     Hybrid Journal   (Followers: 44)
Journal of Current Issues & Research in Advertising     Hybrid Journal   (Followers: 10)
Journal of Interactive Advertising     Open Access   (Followers: 15)
Journal of International Marketing     Full-text available via subscription   (Followers: 30)
Journal of Marketing     Full-text available via subscription   (Followers: 59)
Journal of Marketing Research     Full-text available via subscription   (Followers: 74)
Journal of Public Policy & Marketing     Full-text available via subscription   (Followers: 18)
Journal of Public Relations Research     Hybrid Journal   (Followers: 23)
Opinião Pública     Open Access  
Place Branding and Public Diplomacy     Hybrid Journal   (Followers: 5)
Public Relations Inquiry     Hybrid Journal   (Followers: 9)
Public Relations Review     Hybrid Journal   (Followers: 21)
RAE-eletrônica     Open Access   (Followers: 2)
Revista Internacional de Relaciones Públicas     Open Access   (Followers: 1)
Young Consumers: Insight and Ideas for Responsible Marketers     Hybrid Journal   (Followers: 5)
Similar Journals
Journal Cover
Revista Internacional de Relaciones Públicas
Number of Followers: 1  

  This is an Open Access Journal Open Access journal
ISSN (Print) 2174-3681
Published by Universidad de Málaga Homepage  [21 journals]
  • Portada /Cover

    • Authors: ANA ALMANSA-MARTÍNEZ
      PubDate: 2020-06-25
      Issue No: Vol. 10 (2020)
       
  • Presentación / Presentation

    • Authors: Isabel Ruiz-Mora
      Abstract: Presentación del número realizada por Dr. Antonio Castillo-Esparcia (Universidad de Málaga, España), Dra. Ángeles Moreno (Universidad Rey Juan Carlos, España) y Dr. Paul Capriotti-Peri (Universitat Rovira i Virgili, España).SummaryPresentation of the new issue by Dr. Antonio Castillo-Esparcia (University of Malaga, Spain), Dra. Ángeles Moreno (University Rey Juan Carlos, Spain) y Dr. Paul Capriotti-Peri (University Rovira i Virgili, Spain).
      PubDate: 2020-06-24
      Issue No: Vol. 10 (2020)
       
  • Redefiniendo el perfil profesional de relaciones públicas / Redefining
           the professional profile of public relations

    • Authors: Carmen Carreton-Ballester, Francisco Lorenzo-Sola
      Abstract: Tras analizar las competencias desarrolladas por los alumnos en prácticas del Grado en Publicidad y Relaciones Públicas en relación con los perfiles profesionales que empresas e instituciones demandan al alumnado en las ofertas de prácticas curriculares, en un posterior trabajo se describen las tareas/funciones que los tutores de empresas encomiendan al alumnado y que definen las competencias y nos orientan sobre los perfiles profesionales haciendo especial hincapié en el ámbito de las relaciones públicas. En este contexto, mediante el análisis de contenido y el cuestionario, se pretende describir si existe coherencia entre las tareas/funciones demandadas por las empresas e instituciones y la preferencia de los alumnos en cuanto a las tareas/funciones a desarrollar, su relación con los perfiles definidos en el Libro Blanco (2005). El análisis muestra desequilibrio, otorgando a la actividad de relaciones públicas un lugar predominante como perfil profesional prolífero en el mercado. Es necesaria una redefinición de perfiles profesionales en comunicación y relaciones públicas y una adecuación de competencias en la formación universitaria en comunicación.Palabras claves: competencias, mercado de trabajo, perfil profesional, relaciones públicas. After analyzing the generic competences developed by the students in the Degree in Advertising and Public Relations in relation to the professional profiles that companies and institutions demand from the students in the curricular internship offers (Carretón and Lorenzo, 2016), the functions that the tutors of companies entrust to the students are described and they define the competences and professional profiles, making special emphasis in the field of public relations (Carretón and Lorenzo, 2018). In this context, through the analysis of content and the questionnaire, the aim is to describe if there is a relationship between the functions demanded by companies and institutions, the preference of the students in terms of the functions to be developed and the profiles defined in the White Paper (2005). Despite the abundance of public relations tasks, the association with the current professional profiles shows the great lack of knowledge about functions of a strategic and analytical nature. The relationship reveals a necessary redefinition of professional profiles in public relations and communication, as well as an adaptation of competences in university training in public relations. Keywords: competences, labor market, professional profile, public relations.
      PubDate: 2020-06-24
      Issue No: Vol. 10 (2020)
       
  • Communication Practitioners’ Perceptions of Big Data and Automation: A
           Comparative Study between Europe and Latin America / Percepciones de los
           Profesionales de Comunicación sobre Big Data y Automatización: Un
           Estudio Comparativo entre Europa y Latinoamér

    • Authors: Markus Wiesenberg, Ángeles Moreno
      Abstract: The big data revolution has changed the way organizations operate. The implications have been phenomenal for public relations and communication management professionals who are trying to understand and manage the realm of big data and what it means for them. This study is an attempt to dive deeper into the discussion on how professionals are managing the world of big data. A large survey of European and Latin American countries reveals comparative findings on the knowledge and usage of big data and automation and demonstrates large gaps between the continents. Implications for theory and practice are finally drawn.Keywords: Big data, automation, comparative cross-cultural research, public relations, strategic communication Resumen La revolución del big data ha cambiado el modo de trabajar de las organizaciones. Las implicaciones para los profesionales de relaciones públicas y gestión de comunicación, que están tratando de comprender y gestionar el ámbito del big data y lo que significa para ellos, han sido relevantes. Este estudio trata de profundizar en la discusión de cómo los profesionales están gestionando el mundo del big data. Una amplia encuesta en países europeos y latinoamericanos revela resultados comparativos sobre el conocimiento y el uso del big data y la automatización y pone de manifiesto grandes brechas entre los dos continentes. Se concluye con implicaciones de estos hallazgos para la teoría y la práctica. Palabras claves: Big data, automatización, investigación comparativa intercultural, relaciones públicas, comunicación estratégica
      PubDate: 2020-06-24
      Issue No: Vol. 10 (2020)
       
  • La comunicación como factor de éxito en la Empresa Familiar. Análisis
           de 40 testimonios del empresariado sobre aspectos clave de la gestión /
           Communication as a success factor in the Family Business. Analysis of 40
           entrepreneur’s testimonials about key as

    • Authors: Enrique Armendáriz
      Abstract: La Empresa Familiar, como fenómeno que explica el dinamismo económico de los países, ha sido estudiada desde diversos puntos de vista, destacando entre ellos el de la Sucesión, el Gobierno Corporativo o los factores que condicionan su Competitividad. En cambio, son muy escasos los estudios relativos a la visión que estas organizaciones tienen sobre la Comunicación y su incidencia en la consecución del éxito. El presente estudio se plantea como objetivo principal determinar si el concepto de Comunicación es considerado por los empresarios familiares como un factor clave de éxito dentro de su visión general sobre gestión y estrategia. Asimismo, intenta desentrañar la visión que tienen los empresarios sobre el campo de la Comunicación a partir de los términos relacionados con esta materia que más emplean en sus testimonios. Finalmente, el trabajo procede a caracterizar los distintos roles que confieren estos líderes empresariales a la Comunicación desde el punto de vista instrumental, en tanto que herramienta que contribuye a resolver aspectos concretos de la gestión. La investigación se fundamenta en una revisión de la literatura generada por los estudiosos dentro del campo de los Recursos Intangibles y la Reputación Empresarial, y se detiene además en los análisis que se refieren al fenómeno conocido con el nombre de Empresa Familiar. A partir de este marco teórico, se plantea un trabajo de campo que toma como objeto de investigación los relatos o testimonios de los cuarenta empresarios que se recogen en los dos volúmenes que conforman la obra de KPMG titulada Los que dejan huella. Para su estudio, se emplean técnicas de análisis de contenido y de análisis del discurso. Palabras clave: comunicación, relaciones públicas, recursos intangibles, reputación, marca, empresa familiar. The Family Business, as a phenomenon that explains the economic dynamism of the countries, has been studied from several points of view, standing out among them the Succession, the Corporate Governance or the factors that condition its Competitiveness. On the other hand, there are fewer specific studies about organization´s vision relating Communication Management and its impact on the achievement of success. The study aims to determine whether the concept of communication is considered by family entrepreneurs as a key success factor within their general vision of management and strategy. And subject to it, it tries to unravel the vision that businessmen and businesswomen have in the field of Communication from the terms related to this matter that they use most in their testimonies. Likewise, the work proceeds to characterize the different roles that these business leaders confer on Communication from the instrumental point of view, as a tool that contributes to solving specific aspects of management. The research is based on a review of the literature generated by scholars in the field of Intangible Resources and Business Reputation. It´s also focused on the analysis referred to the phenomenon known as the Family Business. From this theoretical framework, the object of study is based on the stories or testimonies of the forty businessmen collected over almost 800 pages in the two volumes that set up the work of KPMG entitled Those who leave their mark. The content and speech analysis techniques are used for their study. The work confirms the importance of Communication in the transmission of the values ​​that guide the activity of companies and make a difference with respect to their key competitors; hence, the intangibles that contribute to the configuration of business reputation. Likewise, based on the businessmen's own testimonies, the instrumental functions that businessmen confer on Communication for the achievement of    their corporate and business objectives are identified. As highlight in the study, the management of business intangibles is one of the latest and most important innovations in modern business management, and its leading role is the result of the evolution of strategic management towards new value niches within companies and its Communication´s development. Besides, in recent years, Communication has shifted its focus from the product to the brand, image and reputation of the companies. Furthermore, within the resources included in the category of intangibles, reputation has become the real territory in which companies compete to win the favor of their clients and consolidate their position in the markets. This relevance acquired by reputation has led some authors to speak of the “reputation economy” to refer to the new economic and social paradigm in which we find ourselves. Keywords: communication, public relations, intangible resources, reputation, brand, family business.
      PubDate: 2020-06-24
      Issue No: Vol. 10 (2020)
       
  • Neurocomunicación digital y Relaciones Públicas: el caso de la
           prevención de suicidios en la población joven / Digital
           Neurocomunication and Public Relations: The case of prevention of suicides
           in the young population

    • Authors: Antonio Leal Jiménez
      Abstract: Resumen El suicidio es un fenómeno complejo que ha atraído la atención a lo largo de los tiempos de la humanidad. Desde la antigüedad, su historia se ha abordado de manera general. Las civilizaciones mesopotámicas, egipcias, griegas y romanas ya lo consideraban el producto de un estado mental melancólico. Prácticamente todas las religiones coinciden en su rechazo como un medio para terminar con la vida. La base común para este rechazo es que es Dios quien da la vida y Él es el único capaz de quitarla. La mayoría de los escritores coinciden al considerarlo como el resultado de un acto fruto de una situación angustiosa.La realización de este estudio queda justificada ya que, es un tema que llama la atención a nivel mundial, debido al incremento en el registro de los casos, llegando a convertirse en un problema de Salud Pública. Según la Organización Mundial de la Salud (OMS), en el año 2020 morirán 1,53 millones de personas por suicidio, una muerte cada veinte segundos, y el número de tentativas será entre diez y veinte veces superior. Debido a su gravedad requiere nuestra atención, aunque desgraciadamente, la gran cantidad de programas psicoeducativos que existen para su prevención y control no resulta tarea fácil.Con este trabajo, pretendemos comprender su alcance actual en la población joven y dar a conocer hasta qué punto la Inteligencia Artificial (IA) y la Neurocomunicación con contenidos apropiados en las redes sociales, podrían aplicarse a la gestión de las Relaciones Públicas, para ayudar a aliviar, en gran medida, los  intentos previstos en la población concernida. Palabras clave: algoritmo, comunicación digital, inteligencia artificial, neurocomunicación, redes sociales, relaciones públicas. Suicide is a complex phenomenon that has attracted attention throughout the times of humanity. Since ancient times, its history has been approached in a general way. Mesopotamian, Egyptian, Greek and Roman civilizations already considered it the product of a melancholic state of mind. Virtually all religions agree in their rejection as a means of ending life. The common basis for this rejection is that it is God who gives life and He is the only one capable of taking it away. Most writers agree when considering it as the result of an act resulting from a distressing situation.Carrying out this study is justified since it is a topic that draws attention worldwide, due to the increase in the registration of cases, becoming a Public Health problem. According to the World Health Organization (WHO), in 2020, 1.53 million people will die from suicide, one death every twenty seconds, and the number of attempts will be between ten and twenty times higher. Due to its seriousness, it requires our attention, although unfortunately, the large number of psychoeducational programs that exist for its prevention and control is not an easy task.With this work, we intend to understand its current reach in the young population and make known to what extent Artificial Intelligence (AI) and Neurocommunication with appropriate content on social networks could be applied to the management of Public Relations, to help alleviate, to a large extent, the envisaged attempts on the population concerned.Artificial Intelligence can be used to take advantage of real-time data to help us make more optimized and informed decisions. The advances made today in the field of advanced analytical techniques and statistical algorithms, to identify and obtain a better evaluation of what may happen in the future, processing data to identify patterns of behavior, managing with the media of communication, the issues derived from strategic consulting, academic research, can bring in various ways, great benefits in their application to Public Relations. This will increase the capacities that add value and can be considered as a prevention tool.New ways of acting that increase the efficiency between the sender and the receiver are necessary, through the contributions of neuroscience and the techniques of Public Relations so that their actions are more effective when the messages are directed towards reward systems of the brain. The new discipline of Neurocommunication as a meeting point between neurosciences and communication, tries to know the brain processes to carry out better strategies, in this case, of Public Relations, that allow decision-making in the adoption behavior in various situations. In-depth knowledge of the processes of the human brain as a decision system in which individuals interpret their realities, depends on the way each subject decodes it, since there is a connection between how we act and the brain system. All this makes us foresee that its application in the field of Public Relations will be essential to mitigate the reality, in this case studied, in the affected groups. Keywords: algorithm, artificial intelligence, digital communication, neuro communication, social networks, public relations.  
      PubDate: 2020-06-24
      Issue No: Vol. 10 (2020)
       
  • Instagram como herramienta de relaciones públicas para los deportistas de
           élite españoles / Instagram as a public relations tool for Spanish elite
           athletes

    • Authors: Javier Abuín-Penas, María Isabel Míguez-González, María José Martínez-Patiño
      Abstract: Resumen Los/as deportistas de élite utilizan las diferentes redes sociales como herramienta para conectar con sus públicos. Esta investigación analiza el uso de Instagram por parte de los deportistas españoles que han recibido algún “Premio Nacional del Deporte” en los últimos cinco años, con el objetivo de valorar su eficacia como mecanismo para generar interacción y favorecer las relaciones con los públicos. La técnica metodológica empleada es el análisis del contenido, para averiguar las características de las publicaciones que reciben una mayor interacción por parte de sus seguidores. Los resultados muestran que, en general, esta red social se revela como una herramienta eficaz para los deportistas de élite a la hora de generar visibilidad e interacción entre sus públicos.Palabras clave: redes sociales, Instagram, relaciones públicas, comunicación, deportistas Social networks are a fundamental tool that organizations use for promotional, informative and relational purposes. From this last point of view, social networks allow organizations to gain visibility and generate interaction with audiences, thus contributing to maintaining mutually beneficial relationships with them. In the sports field, as in others, the use of social networks is widespread not only by sports clubs or entities, but also by individual athletes. Instagram in particular is one of the networks that has experienced the greatest growth in recent years and that is why, from the international academic field, attention has been paid to the use of this network in the sports field.Based on this approach, this research analyzes the use of Instagram by Spanish athletes of recognized prestige, with the aim of evaluating its effectiveness as a mechanism to generate interaction and promote relations with the public. From this perspective, questions such as the effectiveness of Instagram to generate visibility or the influence of various elements, such as the type of post or the complementary resources used in the text, in the generation or increase of interaction are raised.The study focuses on a sample of 17 Spanish adult athletes who received a “Premio Nacional del Deporte” (Rey Felipe, Reina Letizia, Rey Juan Carlos and Reina Sofía) between 2013 and 2017. For each of the selected athletes a compilation of all their Instagram posts for the year 2018, using the Instagram Scraper tool, was made and an analysis of emission and reception was carried out. Regarding the emission, aspects such as the number of published posts, the type of post (image or video) and the use of resources such as hashtags, mentions and emoticons were taken into account, while from the point of view of reception they were collected data of number of followers, likes and comments.The results show a high diversity both in the number of published posts, which range between 39 and 348 entries per year, and in the number of followers, which varies notably depending on the notoriety of the athlete, from the little more from 16,000 by Ruth Beithia to over 27 million Andrés Iniesta. There is a majority preference for the use of images (82% of posts) compared to the use of videos, although the use of complementary resources such as hashtags, mentions and emoticons is highly variable depending on the athlete and does not seem to significantly influence in generating interaction. It is also verified that the members of the sample are not very active in following other accounts, since the number of followers is barely over 1,200 at best. The total of the publications accumulates almost 230 million likes and more than a million and a half comments, although the difference in results per athlete in these indicators is highly variable. In general terms, more followers generate more likes and more comments, although this increase is not proportional and no significant increase in interaction is generated from very high numbers of followers.These results corroborate the interest of Instagram as a network with high capacity to generate visibility and interaction with audiences, although the popularity of the athlete influences, in the first place, the number of followers and, therefore, the possibilities of interaction. Keywords: social media, Instagram, public relations, communication, athletes.

      PubDate: 2020-06-24
      Issue No: Vol. 10 (2020)
       
  • Relaciones con los públicos a través de Instagram: los influencers de
           belleza como caso de estudio / Beauty on Instagram: Relations between
           influencers and the stakeholders

    • Authors: Eduardo Villena Alarcón, María Jesús Fernández Torres
      Abstract: La presente investigación pretende conocer cómo los influencers de belleza implementan su comunicación en la red social Instagram, así como la forma en la que sus seguidores recepcionan sus mensajes. Saber el grado de compromiso entre los usuarios y los instagramers, además de identificar los contenidos y la frecuencia de publicación de estos últimos, son otros objetivos que se han establecido con este estudio. Para ello, se ha seguido una triangulación metodológica diseñada a partir de un análisis de contenido y un cuestionario. Estas dos herramientas metodológicas se han aplicado, por una parte, a las cuentas objeto de la muestra ­–la de los cinco prescriptores con más seguidores en Instagram–, mediante el análisis de contenido; y, por otra parte, un cuestionario que se ha aplicado a un total de 300 usuarios con perfil abierto en la red social Instagram. El análisis de contenido ha comprendido el estudio de campo durante un año de las cuentas objeto de la muestra, más concretamente, desde el 15 de marzo de 2019 al 15 de marzo de 2020. Los resultados confirman que, a pesar de que los líderes de opinión de belleza no llevan a cabo un destacable esfuerzo comunicativo –lo que se refleja en el número de publicaciones que realizan­–, su poder de prescripción a través de la imagen resulta relevante. Instagram se configura como una herramienta de relaciones públicas para las marcas del sector de belleza.Palabras clave: relaciones públicas, Instagram, influencer, públicos, belleza. The development of the Internet and the appearance of social networks has completely changed the way we relate. Influencers are important in the new paradigm composed by the different professionals of the digital environments because they have the ability to influence certain audiences when they share an opinion or assessment about products, brands or services. Followers respond to common interests being the centre of communication on social networks (Sicilia and Palazón, 2008).From an organizational perspective, social networks are a very important tool in relations with the stakeholders. Social networks have become a fundamental tool to position brands in the minds of consumers (Chu, 2011). Social networks are already a reality within the communication strategies of many companies (Qualman, 2013). In the field of public relations, many companies are trying to make the most of social media and Instagram becomes an indispensable tool for companies working in the beauty sector. Social networks have overcome the limitations that traditional media usually brought and have enabled users to proactively interact with the organization. This is the result of the process of transformation of social networks (Kilgour et al., 2015). Currently, stakeholders have stopped perceiving the organization's messages as commercial content to be perceived as social content. Furthermore, these tools have generated new spheres of influence that have considerably altered the organization's stakeholders map.In particular, Instagram is the most evolved social network in 2019 and its penetration has grown exponentially in recent years. In this case, beauty influencers have increased their importance among opinion leaders on Instagram because they accumulate millions of followers with their content, allowing the user to be informed of market developments. This has led companies all over the world to include social networks as an essential part of their communication strategies in order to improve relations with their stakeholders. Thus, Instagram becomes an increasingly important tool to position their products or services, especially for entities operating in the beauty sector.This research aims to find out how beauty influencers implement their communication on the Instagram as well as how their followers receive them. Other objectives that have been established with this study are to know the degree of engagement among users and instagrammers, as well as to identify the contents and frequency of publication. For this purpose, the research applies a methodological triangulation based on a content analysis and a survey. The content analysis has been applied to the accounts that make up the sample: the five influencers with the most followers on Instagram; and the survey has been applied to a total of 300 users with a profile on the Instagram. The field research for content analysis lasted one year, from March 15, 2019 to March 15, 2020. Results confirm that beauty influencers have significant power of prescription despite limited communication effort they make. Furthermore, the number of reactions to posts is mostly proportional to the number of followers that influencers have, so the likes and comments are directly related to the number of followers that instagramers have. Instagram is revealed as a public relations tool for beauty brands.Keywords: public relations, Instagram, influencer, stakeholders, beauty.  
      PubDate: 2020-06-24
      Issue No: Vol. 10 (2020)
       
  • Public relations-merchandising o la emergencia de un nuevo modelo de
           gestión organizacional: el caso El Corte Inglés / Public
           relations-merchandising or the emergence of a new organizational
           management model: the El Corte Inglés case

    • Authors: Gloria Jiménez Marín, Marta Pulido Polo, María Mateos Marín
      Abstract: El modelo de gestión integrada “Marketing Public Relations” (Kitchen y Moss, 1995; Papasolomou y Melanthiou, 2012), orientado a incrementar la eficacia de la gestión organizacional a través de la combinación de técnicas de relaciones públicas y técnicas de marketing de forma sinérgica (Haywood, 1997; Hutton, 1996), se ha visto superado en los últimos años por nuevos modelos, fundamentalmente corporativos, centrados en la incorporación sistemática de técnicas específicas de relaciones públicas junto con las propias del merchandising y el retail, bajo postulados estratégicos. Bajo este enfoque, a través de un diseño metodológico de corte cualitativo, sustentado en el concepto de triangulación metodológica intramétodo, que combina el método del estudio de caso (Campaña del Día de la Madre 2019 en la empresa española de distribución El Corte Inglés) y el uso de fuentes de datos secundarios (tanto documentos bibliográficos como documentos de la organización objeto de estudio), este artículo tiene como objetivo principal analizar esta realidad emergente para concluir con la propuesta de un modelo de gestión integral sustentado en el concepto de “Public Relations Merchandising”.Palabras clave: Relaciones públicas, merchandising, El Corte Inglés, comunicación organizacional. The difference between public relations and marketing lies essentially in its purpose: while marketing seeks to satisfy the economic needs of the company in the market, public relations pursue the confluence of interests of the organization in its environment and, as a consequence, optimal results in terms of public perception. Despite this distinction, the link between public relations and marketing has sparked broad theoretical debates, essentially reactive, from the relational postulates. While, from the perspective of public relations, the managerial character of public relations is emphasized as a directive function and the academic and professional difference between one discipline and another is deepened, from the postulates of marketing, it is naturally assumed that Public relations is a more integrated technique in the P of Marketing Mix promotion. The integrated management model "Marketing Public Relations" (Kitchen and Moss, 1995 and Papasolomou and Melanthiou, 2012), aimed at increasing efficiency in organizational management through the combination of public relations techniques and marketing techniques synergistically (Hutton, 1996 and Haywood, 1998), has been surpassed in recent years by new models, mainly corporate, focused on the systematic incorporation of specific public relations techniques along with those of merchandising and retail, under strategic postulates. Under this approach, through a qualitative methodological design, based on the concept of intra-method methodological triangulation that combines the case study method (2019 Mother's Day Campaign at the Spanish distribution company El Corte Inglés) and the use of secondary data sources (both bibliographic documents and documents of the organization under study), this article aims to analyze this emerging reality to conclude with the proposal of a comprehensive management model based on the concept of "Public Relations-Merchandising". The results derived from the study allow us to identify an integrated corporate model for managing public perception (and business reputation) and sales through the strategic use of commercial space and retail (merchandising). In this way, a new management model emerges, the “Public Relations Merchandising” model that pivots on four basic variables:- Issuer: companies are organizations and, as such, public relations can contribute to the development of their mission in society, mainly related to the generation of economic objectives derived from the sales process).- Recipient: understanding the client as a stakeholder implies that the company acquires a commitment to corporate behavior that necessarily responds to the expectations and interests of its buyers and consumers. These should be conceived as a key piece that underpins the organizational life and around which the company must build and develop (Pulido, 2017).- Context and message: the enormous growth of competition and the dizzying evolution of the purchasing process forces organizations to manage the shopping experience from relational postulates. The convergence of public relations and merchandising techniques drive a constant dialogue with customers through the profitability of the commercial space.It is possible to conclude that the integrated management of public relations applied to merchandising entails achieving a balance with the public, which, in turn, results in optimal levels of perception of the points of sale, the products and suppliers themselves, and even to buyers and consumers. Keywords: Public relations, merchandising, El Corte Inglés, organizational communication.  
      PubDate: 2020-06-24
      Issue No: Vol. 10 (2020)
       
  • Discussions on Public Relations and Marketing: Trends in Spanish
           University Degrees. Comparative Study on Portugal, the US and the UK / Las
           relaciones públicas y el marketing: tendencias en los grados de las
           universidades españolas. Estudio comparativo co

    • Authors: Ana Belén Fernández-Souto, Montserrat Vázquez-Gestal, José Rúas-Araújo
      Abstract: Presentamos una reflexión sobre los estudios universitarios españoles que combinan los conceptos de marketing y relaciones públicas. Compartiendo orígenes y a menudo funciones y especialistas, ambos conceptos han recorrido caminos paralelos que se han fusionado en múltiples ocasiones. Esta evolución ha sido estudiada desde diferentes puntos de vista. Inicialmente, los expertos en marketing incluyeron las técnicas de relaciones públicas como una herramienta propia, pero éstas fueron alcanzando una mayor relevancia a lo largo del tiempo. Por otro lado, los estudiosos de las relaciones públicas han tratado de disociarse del marketing para adquirir una posición independiente dentro del campo de la comunicación. En España, estas diferencias conceptuales están actualmente desdibujadas debido a la creación de nuevos títulos universitarios y dobles títulos que combinan ambas disciplinas. Esta tendencia se evidencia en el mercado universitario español que, a lo largo de este artículo, se comparará con otros mercados: el americano y el británico, como referencia científica para ambos conceptos, y con el portugués, dada su proximidad geográfica. Reflexionaremos sobre las razones que han llevado al mercado universitario español a conjugar ambos conceptos y a ofrecer estudios oficiales que los incluyan en su nomenclatura, lejos de la tradición histórica de este país, donde los estudios de relaciones públicas han estado relacionados con el campo de la comunicación, mientras que los de marketing han estado relacionados con el campo de la economía. La identificación de esta tendencia en el mercado laboral de los profesionales de la comunicación organizativa plantea nuevos retos a las instituciones de formación, especialmente a las universidades. Palabras clave: Marketing, Relaciones Públicas, España, Portugal, UK, USA The following is a reflection on Spanish undergraduate studies that combine the concepts of marketing and public relations. Sharing origins and often functions and specialists, both concepts have run parallel paths that have merged on multiple occasions. This evolution has been studied from different points of view. Initially, marketing experts included PR techniques as an additional tool to grant it a greater specific instrumental relevance over time. On the other hand, PR scholars have tried to dissociate themselves from marketing in order acquire an independent position within the field of communication. In Spain, these conceptual differences are currently blurred due to the creation of new university degrees and double degrees combining both disciplines. This trend is evidenced within the Spanish university market which, throughout this article, will be compared to other markets, namely the American and the British ones, as a scientific reference for both concepts, and to the Portuguese one, given its geographical proximity. We will reflect on the reasons that have led the Spanish university market to combine both concepts and to offer official studies that include them in their nomenclature, far from the historical tradition in this country, where studies in public relations have been related to the field of communication, while those in marketing have been related to the field of economics. The identification of this trend in the job market of organisational communication professionals poses new challenges to training institutions, especially to universities. Keywords: Marketing, Public Relations, Spain, Portugal, UK, USA
      PubDate: 2020-06-24
      Issue No: Vol. 10 (2020)
       
  • Comunicação orientada para cultura de paz nas organizações: uma
           proposta de análise da comunicação organizacional digital de três
           empresas do Pacto Global no Brasil/ Communication oriented for a peace
           culture in organizations: a proposal for analyzing th

    • Authors: Raquel Cabral, Carlos Humberto Ferreira Silva JR, Renata Calonego, Cândice Quincoses
      Abstract: ResumoEste artigo tem como objetivo compreender alguns aspectos da comunicação nas organizações a fim de identificar quais elementos são essenciais para uma dinâmica comunicacional voltada à cultura de paz em um contexto que pode ou não naturalizar a violência organizacional. Embora possa parecer controverso, ambas as dinâmicas (voltada para cultura de paz ou para a violência) podem ser tensionadas no ambiente organizacional à medida que se valorizam e legitimam elementos estratégicos da comunicação nessas mesmas organizações. Para isso, com base nos princípios discutidos nos Estudos para Paz (Peace Studies), especificamente na perspectiva da Communication for Peace, partimos de elementos estratégicos do Peace Journalism para construção de categorias analíticas, a fim de elencarmos as características essenciais que poderiam indicar um direcionamento da comunicação organizacional como potencializadora de ações direcionadas para a cultura de paz ou legitimadoras da violência organizacional. Na tentativa de verificar de modo prático a formulação das categorias desenvolvidas, selecionamos três empresas brasileiras que há mais tempo se comprometeram com o Pacto Global, iniciativa da Organização das Nações Unidas, que busca trazer ao âmbito organizacional elementos ligados a uma gestão ética e sustentável, são elas: Natura, Copel e ArcelorMittal. Selecionamos vídeos referentes às campanhas institucionais dessas empresas que foram publicados no primeiro semestre de 2019 em seus canais oficiais no Youtube. A análise do material foi realizada a partir da proposta discursiva dos estereótipos oferecida por Amossy (2008), mediante a criação de categorias analíticas inspiradas na perspectiva do Jornalismo para Paz (Lynch e Mcgoldrick, 2007; Cabral e Salhani, 2017) e nas dimensões das competências essenciais em comunicação (Calonego, 2018). Foi possível identificarmos que apesar das organizações estarem comprometidas com as metas estabelecidas pelo Pacto, não necessariamente esses elementos são apresentados em suas campanhas institucionais, indicando algumas problemáticas relacionadas à formulação do discurso organizacional mediante sua comunicação institucional.Palavras-chave: comunicação organizacional, cultura de paz, violência organizacional, estudos para paz, Acto Global da ONU. This article aims to understand some aspects of communication in organizations in order to identify which elements are essential for a communication dynamic focused on the culture of peace in a context that may or may not naturalize organizational violence. Although it may seem controversial, both dynamics (focused on a peace culture or violence) can be strained in the organizational environment as they value and legitimize strategic elements of communication in these same organizations. This conception is based on the understanding that companies, through the diffusion of their media discourses, either through their own official spaces or by other means, assume a significant role in society to schedule matters and establish standards. Thus, a demand arises for responsible communication, which has been used by companies as a form of competitive advantage to create and / or strengthen bonds with their audiences and, therefore, differentiate themselves in a market with competition fierce. For this, based on the principles discussed in Peace Studies and considering its multidisciplinary nature, there is in the Communication for Peace the debate about the appearance (or not) of violence through communicational dynamics. For this reason, we also support this paper in the strategic elements of Peace Journalism, which indicates forms of communication that stimulate a culture of peace in conflict scenarios. From this, it was possible to construct analytical categories, in order to list the essential characteristics that could indicate a direction of organizational communication as a potentializer of actions directed to the culture of peace or legitimizing organizational violence. This is because the communicational actions of companies, especially when referring to an institutional positioning, can influence behaviors and, consequently, in the consolidation of the organizational culture itself. In an attempt to check in a practical way the formulation of the developed categories, we selected three Brazilian companies that have long been committed to the Global Compact, an initiative of the United Nations, which seeks to bring elements linked to ethical and sustainable management into the organizational sphere, they are: Natura, Copel and ArcelorMittal. Therefore, we analyzed the institutional speeches propagated in the three selected videos of these companies, “Natura – The most beautiful tune”; “Institutional Copel Energia” and “Safety Day - ArcelorMittal” referring to the institutional campaigns of these companies that were published in the first half of 2019 on their official YouTube channels. The analysis of the material was performed based on the discursive proposal of stereotypes offered by Amossy (2008), which aligns the aspects of the enunciator's search for legitimation before an audience. To this end, four analytical categories were established to identify a communication directed towards peace, that is, one that is concerned with promoting dialogue, building collective values, generating social transformation and considering the historical and socio-cultural context in which they are inserted. The development of these categories was inspired by the p...
      PubDate: 2020-06-24
      Issue No: Vol. 10 (2020)
       
  • Identidad gráfica para un equipo de biomedicina universitario:
           consiguiendo notoriedad / Graphic identity for a biomedical university
           team: gaining visibility

    • Authors: Sílvia Espinosa Mirabet, Lola Costa Gálvez
      Abstract: El objetivo de este artículo es dar a conocer el trabajo realizado por investigadores de comunicación en el seno de un grupo de ingeniería biomédico de la Universidad de Girona que lucha contra el cáncer de mama. Se detallará paso a paso cómo se gestó la identidad del grupo, construyendo un relato y un Plan de Comunicación. El objetivo de arranque buscó que las aportaciones biomédicas basadas en la ingeniaría en 3D, desarrolladas en el seno del equipo, no pasaran desapercibidas. El proyecto ONCOen3D, gestado e implementado en el seno de una universidad pública, sirvió para dar visibilidad a la ciencia. La misión del proyecto es el ensayo de nuevas dianas terapéuticas contra el cáncer de mama Triple Negativo, uno de los más agresivos en pacientes jóvenes. Los tests de medicamentos se prueban en unas matrices imprimidas con sistemas 3D que, con bajo coste, permiten muchos ensayos. Esta creativa idea era absolutamente desconocida, fuera de los muros académicos, hasta que el equipo multidisciplinar incorporó a investigadoras del área de comunicación. Así, se ideó un Plan de Comunicación, con estrategias y acciones para conseguir un doble objetivo. Por un lado, dar a conocer esa línea de investigación a su entorno social más inmediato y por otro, conseguir más financiación. Las acciones implementadas están dirigidas a los diferentes públicos de la institución. Desde la construcción de una identidad visual, con una web, la confección de vídeos corporativos y otros materiales de diseminación, hasta la organización de una presentación del proyecto para conseguir publicity (rueda de prensa), o la organización de un mercado solidario. Por tanto, los primeros resultados evidencian que, con la multidisciplinariedad de los equipos, la diseminación es más efectiva tanto para conseguir visibilidad como también reputación. Palabras Clave: Plan de Comunicación, Relaciones Públicas, identidad visual, salud y comunicación, ONCOen3D The aim of this article is to present the work carried out by communication researchers within a biomedical engineering group that works against breast cancer at the University of Girona (Spain). It will gradually detail how the identity of the group was developed, how the storytelling was built, how we construct a Strategic Communication Plan, and the concrete and specific actions to achieve two objectives: to be visible and to obtain extra funding. It was assumed that one objective should be linked to the other. This paper is a real world application. It is based on the theoretical perspective of Institutional Theory as understood by Macagnan (2013), and the philosophy put forward by Abratt and Kleyn (2011). They state that corporate identity and corporate branding are inseparable elements that shape the reputation of an organisation, in the same way as the role played by the public. Thus, the strategic communication plan that was developed followed the guidelines outlined by Scheinsohn (2009), the flexibility outlined by Matilla (2009) and following Capriotti (2009) in relation to the phases of strategic management and its relationship with the public. First, we focused on seeking notoriety. The assumption was that by achieving visibility and awareness it would be more accessible to secure more funding. In other words, we tried to ensure that the biomedical contributions based on 3D engineering, developed within the team, did not go unnoticed. The mission of the project, called ONCOen3D, is to test new therapeutic targets against Triple Negative breast cancer, one of the most aggressive cancers, with a high degree of recurrence, which mostly affects young patients. The drug tests, which is one of the team's tasks, are tested, in our case, on matrices printed with 3D systems that, with low cost, allow many tests. This creative idea, the basis of the project, was absolutely unknown outside of academic walls, until this multidisciplinary research team incorporated experts from the area of communication. Thus, communicative actions were devised, scheduled and focused on different audiences to achieve notoriety. To begin with, the name and visual identity of ONCOen3D was created: a logo, a graphic identity embodied in communicative elements of dissemination (flyers, roll-ups) and institutional videos hosted on the corporate website. The videos explain and present the work both to a more specialized and scientific public, or to a more generalist public: patients, families and organizations supporting breast cancer patients. Other actions were aimed at achieving the second objective: to seek funding outside the usual channels of the university. Visits to the laboratories were scheduled to introduce the institutions and organizations with which we normally collaborate, and to engage new potential sponsors. Another event planned was the organization of a solidarity market for emerging talented designers. In addition, the informative story was constructed to present ONCOen3D in society through a classic technique of Public Relations: the press conference. The results were more than 50 impacts in national and international media; a remarkable publicity was obtained. This international presence prompted ONCOen3D to compete in the 3D Printing Academy Awards 2019 and win the Best Healthcare Application 2019 award. Therefore, these initial responses show that, with the multidisciplinary nature of the teams, dissemination is more effective in terms of both positioning and reputation. This project conceived and implemented with a Spanish public university is serving to give visibility to science. Key Words: Communication Plan, Public Relations, visual identity, health and communication,...
      PubDate: 2020-06-24
      Issue No: Vol. 10 (2020)
       
  • Os profissionais de relações públicas e comunicação: competências
           para a diversidade / Public relations and communication professionals:
           skills for diversity

    • Authors: Patrícia Milano Pérsigo, Andreia Silveira Athaydes, Gehysa Guimarães Alves
      Abstract: Nas últimas duas décadas, o Brasil ampliou as discussões sobre diversidade. A comunicação, neste sentido, deve colaborar para a sua compreensão, especialmente, em ambientes organizacionais. Cabe, portanto, saber em que medida os conhecimentos, habilidades e atitudes (Fleury & Fleury, 2001; Durand, 1998; Fawkes et al. 2018) dos profissionais de relações públicas contribuem para a prática da diversidade nas organizações (Fleury, 2000; Serrano, 2007; Thomas, 1999). Com 191 participantes consultados, verificou-se que a maioria reitera a importância do tema, mas poucos são os que atuam nele. Em termos de conhecimentos para o desempenho efetivo da diversidade, aqueles relacionados com gênero, raça, e acessibilidade, por exemplo, foram os menos indicados por estes profissionais como necessários para atividades de comunicação, como o planejamento e o mapeamento de públicos, que são as básicas de qualquer estrutura comunicativa. Também há indícios de que as organizações envolvidas na pesquisa não estão, ainda, no estágio de gestão da diversidade (Serrano, 2007). Esta situação, em tese, explicaria o motivo de determinadas competências, como saber aprender e saber engajar-se para ter visão estratégica (Fleury & Fleury, 2001), não pareceram estar sendo devidamente mobilizadas pelos profissionais entrevistados. Palavras-chave: comunicação, competências, diversidade, mercado brasileiro In the past two decades, discussions on diversity have broadened. In the Brazilian context, especially in the private sector, the importance of this agenda is noticeable. For instance, the Brazilian newspaper “Folha de São Paulo” addressed the theme on the article “Diversity is the champion: What the World Cup and profitable companies can teach about inclusion” (FSP. July 23, 2018). In this article, Liliane Rocha, who is the founder and CEO of Kairós Management – Sustainability and Diversity Consultancy, explains that discussions about diversity within organizations started from the idea of sustainability, which became even broader when understood not only from an environmental basis, but also from a social impact perspective. In February 2019, the social networking website Facebook launched the Ads 4 Equality tool. By using algorithms, the advertising campaigns of agencies and advertisers are analyzed as to the representativeness of their characters in relation to the Brazilian population in terms of sex, race and body type (Coletiva.Net, 2019). The examples previously mentioned, in addition to the diversity initiatives in organizations, reveal that some reflections on the relationship with such diverse social groups are necessary. By doing so, it is believed that organizations can achieve their goals and contribute to the development of their social environment. Therefore, it is necessary to know to what extent the knowledge, skills and attitudes (Fleury & Fleury, 2001; Durand, 1998; Fawkes et al. 2018) of professionals in the communication market contribute to the practice of diversity in organizations (Fleury, 2000; Serrano, 2007; Thomas, 1999). With this in mind, we have developed an exploratory research based on a structured questionnaire with 33 questions. This tool was applied via Google forms to a non-probabilistic sample by accessibility (Weber & Persigo, 2017).). We obtained 191 participants and, based on the results, it was found that the majority reaffirm the importance of the theme, however only a few have actually worked on it. With regard to the effective development of diversity, knowledge on the issues of gender, race and accessibility, for example, was the least mentioned by these professionals as being necessary for communication activities, such as planning and mapping audiences, which are essential for any communicative structure. There is also evidence that the organizations involved in the research are not yet in the diversity management stage (Serrano, 2007). In theory, this situation would explain why certain competences, such as knowing how to learn and knowing how to engage to have a strategic vision (Fleury & Fleury, 2001), did not seem to be properly mobilized by the interviewed professionals. One of the most mentioned competences was precisely the mapping of audiences, whereas the others, related to individual diversity (race, religion, gender, and so on), were not recognized as those used by professionals on a daily basis. This perspective can help us somehow explain why diversity is still often practiced at the discursive (image gain) and utilitarian (profitability) levels. As a result, this study reveals a path to be followed by these professionals with a view to a more inclusive society. Keywords: communication, skills, diversity, brazilian market
      PubDate: 2020-06-24
      Issue No: Vol. 10 (2020)
       
  • Reseña del libro: Comunicación Interna Total / Book review:
           Total internal communication

    • Authors: Kathy Matilla
      Abstract: Reseña del libro Comunicación Interna Total. Estrategia, práctica y casos, de Joan Cuenca y Laura Varazzi. Publicado por UOC (2020). Book review Total internal communication. Strategy, practice and case studies. Written by Joan Cuenca and Laura Verazzi. Edited by UOC (2020).
      PubDate: 2020-06-24
      Issue No: Vol. 10 (2020)
       
 
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