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This paper belongs to the field of communication in the public institution sector. It aims to study the European Union's media reputation in the leading Spanish outlets in the 2000-2018 period. As the institution has continued to acquire competencies and regulate the activity of Member States, the EU's communication with its citizens has represented a source of debate inside and outside the institution. In multiple areas of communication, there is a need to bring this supra-institution closer to citizens through more effective communicative policies. The general aim of this paper is to know the EU's media reputation in Spanish printed press between the years 2000 and 2018. Taking into account the precepts of agenda setting and the principles of media reputation (Capriotti, 2012), a content analysis is carried out to determine the level of media presence and favourability of the institution. This will make it possible to evaluate how the Spanish media present the EU to Spanish citizens, contributing to the formation of public opinion and perception. Due to its long time span, the analysis has been divided into three periods. The first period (Euphoria) goes from 2000 (two years before the implementation of the euro) to the outbreak of the financial crisis in 2007. The second period (Crisis) begins with the global financial crisis of 2008 and ends with the timid beginnings of economic stabilisation in 2014. Finally, the third period (Post-crisis) spans the interval from 2015 to 2018, which sees the eruption and progression of a major social and values crisis in the institution and European society. The general results obtained show that the EU has low visibility in Spanish printed press. In spite of accurate news coverage, in certain periods and years, newsworthy events are not presented to the reader with enough relevance for the news item or institution to gain the notoriety required to be publicly important. In addition, the media favourability in Spain can be considered slightly unfavourable, since the news has an overall negative trend. These results are not consistent with the performance of the institution and the impact it has on the lives of Spanish citizens. A published image that makes it difficult for the institution to create a favourable public sphere and its necessary social legitimacy. According to different authors (Meyer, 1999 and De Vreese, 2003, 2005), the conclusions show that news on the EU fails to interest media outlets, conditioning the EU's visibility and public perception. With the majority of Spanish citizens lacking direct experience, the EU's communication and interaction with the citizens is left in the hands of the media's financial and ideological profitability. A communicative context which potentially puts the institution's public relevance, credibility and trustworthiness at risk and, thus, a situation which fosters emotional distance between the EU and Spanish citizens. [ABSTRACT FROM AUTHOR]

The coronavirus pandemic has a strong scientific content in its media coverage. It represents a great case study to analyze the conflicting relationship between scientists, power and media. This article analyses how the Spanish government used scientific experts in its institutional communication. The survey by the European Council for Foreign Relations (ECFR) points to Spain as one of the countries that least trusts its experts (in the coronavirus crisis). The Oxford Reuters Institute survey states that Spain is the country that trusts scientists the most, but not its government. These are not contradictory. This paper makes a case study of the "State of Alarm" period and tries to go deeper into historical and media causes that may explain why public opinion in Spain does not trust experts related to the government. It also covers failures in the institutional communication strategy that damage the image of the scientist and science. The data is also contextualised in an environment dominated by social networks (Spain was the country where the use of WhatsApp grew most) and the proliferation of fake news and alternative sources. [ABSTRACT FROM AUTHOR]

The internationalization and the increasing competitiveness that characterize the Spanish hospital sector have led several hospitals to enhance their corporate communication as a method to improve their reputation and thus consolidate their position in the market. Among all initiatives, the emphasis is on medical apps whose goal is to improve the relationship established with the patient. This paper aims to study the impact of health apps on the hospitals' reputation. To do this, we carried out a literature review and a fieldwork about the apps of the mains Spanish hospitals. The main conclusion is that apps add value to reputation when they disseminate information that is useful to the patient, responds to hospital care priorities and respects confidentiality and security. [ABSTRACT FROM AUTHOR]

The first reported case of transmission of the Ebola virus in Europe occurred in Spain. The subsequent management of communication surrounding the 'outbreak' brought about a crisis with implications for both health authorities and the media. This paper explores the management of institutional communication by the Ministry of Health, within the first forty-eight hours leading up to the diagnosis, as well as the Spanish press' coverage of the "crisis of Ebola". Focus will be placed on the analysis of the front pages of 6 Spanish newspapers (with the largest national circulation) as well as 17 regional newspapers, and their possible sensationalist impact within those first forty-eight hours (October 7th and 8th, 2014). [ABSTRACT FROM AUTHOR]

The plane crash that took place in Palomares on January 17, 1966 marked the beginning of the planning and control of the image of Spain in the field of crisis management. This paper uses the methodology of content analysis of secondary sources, observed from a communicative perspective, to analyse the different actions carried out to solve the crisis and determine the communication strategy that united. [ABSTRACT FROM AUTHOR]

"Rhetoric and discursive practices of local and institutional journalism. Sant Cugat del Vallès (Barcelona, Spain) in the democratic transition (1979-1987)". The article analyzes municipal press published by he city council of Sant Cugat del Vallès (Barcelona). The period studied is the transition to democracy between 1979 and 1987. The paper provides Recol ReCol (1949-2010), a documentary source of local news repertoire. The article analyzes the rhetorical devices of publishing: the arguments about the journalistic project, its characteristics and purposes. These observations are useful to know the quality of discursive practices, their veracity and institutional loyalty by the editor. By linguistic and legal criteria, the study concludes that the consistorial journalism of that time has been irregular and controversial. On a positive note, research can assess the importance of local news corpus. It also recommends a demanding precise regulation on good discursive practices of public administration. [ABSTRACT FROM AUTHOR]

The following paper presents an historical approach of the Corporate Communications origins, to develop perspectives on their roles in the organization, strengths, weaknesses and, above all, to fully understand the role and place of its social purpose.To this end, the focus is on the concept study of the Corporate Communication. The knowledge and academic research on the discipline is also a reflection of a profession enhanced by the diversity of management areas and encouraging their continued development and innovation, generating that professionals need to keep up, know what happens in other markets and countries, and study the main theoretical advances that offer perspectives and promote quality. [ABSTRACT FROM AUTHOR]