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Copyright of Cuadernos.info is the property of Pontificia Universidad Catolica de Chile, Facultad de Comunicaciones and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Cuadernos.info is the property of Pontificia Universidad Catolica de Chile, Facultad de Comunicaciones and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Revista de Ciencias Sociales (13159518) is the property of Revista de Ciencias Sociales de la Universidad del Zulia Venezuela and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Revista Venezolana de Gerencia (RVG) is the property of Revista de Filosofia-Universidad del Zulia and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Actas de Diseño is the property of Facultad de Diseno y Comunicacion, Fundacion Universidad de Palermo and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The magnitude that communication has acquired today explains, to a large extent, the development experienced by communication offices. Any organization of any kind needs an organizational structure that optimally manages its relations with its relational universe, both externally and internally. This research aims to find out what the current panorama of communication departments is in Andalucía --territorially, one of the largest autonomous communities of Spain-- and to discover how it has evolved in the first two decades of the 21st century, taking into account the public, private and social sectors. The results show a generalized growth in the number of communication offices in all provinces and in all sectors, especially those of local administrations, as well as communication companies and social organizations, which have tripled in the last century. In addition to significant changes in the digitalization of communication. Now, Andalucian organizations, in addition to having a website, have profiles on the main social networks. [ABSTRACT FROM AUTHOR]

Introduction: Political communication is an area of maximum relevance in the construction of spaces for public discussion and is a basis for organisations in the direction of communication strategies and their techniques for an adequate interaction between organisations and their publics (Almansa-Martínez and Fernández-Souto, 2020; Castillo-Esparcia et al., 2020). Lobbying is a form of communication that seeks to influence the decision-making processes of public institutions on issues of interest to organisations (Castillo-Esparcia, 2011). Methodology: In this sense, the proposal aims to find out how lobbies are treated in the Spanish press. To this end, a quantitative methodology is carried out by means of a content analysis that will allow us to know the number of news items and the typology most included in the main generic Spanish newspapers such as ABC, El País, El Mundo, and two specialised newspapers such as Cinco Días and Expansión, in the last six years, from 2017-2022. Results: It can be established that it is the generalist newspapers that generate the most publications on lobbying. Discussion: Based on previous studies (Castillo-Esparcia et al., 2017), the presence of lobbies in the media continues to be evident and constant, as has been observed in the field study carried out. Conclusions: Lobbies use the media as a tool to exert indirect influence on public policy decisions, forcing policy makers to listen to the majority opinion of society. [ABSTRACT FROM AUTHOR]

Electric cooperatives generate, from their activity, internal and external conflicts with their stakeholders arising from their competitiveness and the achievement of their objectives. Responsible relationship management that maintains a balance between organizations and stakeholders should include environmental, social and good governance expectations in Corporate Social Responsibility (CSR) policies. The involvement of cooperatives in ethical, social, economic and environmental issues derives from the relevance given to sustainable development as a central axis of the cooperative model. In this context of sustainable development, the UN SDGs (2015) provide a roadmap to address major challenges at the global level. Integrating the SDGs into strategic CSR plans not only brings tangible social and environmental benefits, but can also improve transparency and accountability, attract investment, strengthen stakeholder confidence, generate new market opportunities, mitigate risks and ensure greater long-term stability. Corporate social responsibility (CSR) stands as one of the critical public relations vectors that foster the growth of organizations and their reputation. This contribution provides an approach to the management of social responsibility of the 28 Spanish electric cooperatives and its integration into public relations strategies. Through a descriptive and exploratory research, the main objective is to analyze CSR management in this sector based on corporate governance, involvement with the priority SDGs of the United Nations 2030 Agenda, relations with stakeholders, the commitments acquired towards them, the identification of communication channels and the material issues that condition relational management. Based on this objective, a data collection process is carried out by applying the following methodological triangulation based on qualitative and quantitative research techniques: implementation of a semi-structured ad-hoc questionnaire, in-depth interviews with sectoral experts and content analysis of sustainability reports and management reports. The results of the research show that there is little involvement in CSR policies and a lack of significant commitment to the priority SDGs on the part of the electric cooperatives. Most of the organizations analyzed do not facilitate stakeholder engagement processes or integrate their expectations into CSR management. They also do not sufficiently use two-way communication channels. Based on the identification of 17 material issues (economic, social and environmental), a matrix is drawn up that reflects the priority and relevance that these social economy organizations give them in their strategic CSR plans. It is concluded that electric cooperatives should plan public relations strategies that integrate to a greater extent the participation and expectations of their priority stakeholders, as well as establish strategic communication processes for CSR programs and actions. Based on the results, a CSR communication model is designed in which stakeholders are defined and relational management is analyzed to establish an optimal relationship framework. The electric cooperatives develop their materiality matrix as the cornerstone of the CSR Strategic Plan, which they disseminate through their reports and management reports. This matrix is built around two axes: the impact on the cooperative's sustainable development strategy and the priority for stakeholders. It identifies the issues (priority and relevant) through which electric cooperatives face challenges (economic, social and environmental) through corporate commitments. CSR communication, through the channels established with each priority stakeholder group, contributes to strengthening strategic public relations management in the electric cooperative sector. [ABSTRACT FROM AUTHOR]

At the beginning of the 20th century, some fashion magazines started to include fewer commercial photographs and gave more social meaning to their covers and content. Images that break social silence in editorial proposals, especially on the cover, help raise awareness of hidden issues. In this context, the role of media organizations and the function of public relations (PR) become relevant in establishing an inclusive view of these situations among target audiences. The research aimed to identify the social issues related to women that have been underexposed in magazines, specially fashion magazines, to analyze the non-verbal codes and signs to determine whether the message conveyed is responsible. With the support of visual semiotics (Eco, 1968), color semiotics (Costa, 2003), and Responsible Communication (RC) (Hernández-Flores, 2019), the study examines to what extent these cover photographs denounce such issues and create -or do not create- a responsible graphic message for audiences.The methodology is qualitative, descriptive, and non-experimental, using content analysis to identify graphic non-verbal codes and signs, thus determining the presence or absence of Responsible Communication. Vogue was selected as the fashion magazine for the study, being the best positioned in the market. The covers were chosen based on the following criteria: they had to address topics related to femininity and social issues, generate significant interaction on social media and fashion blogs, and respond to the categories established by the research concerning hidden issues: a) violence against women, b) body positivity, c) mental illness, and d) women's empowerment. The sample considers the cover photographs of the following editions: Vogue Poland's "Love & Intimacy" (May and June 2020), Vogue Portugal's "The Madness Issue" (July 2020), and Vogue Greece's "Every Body" (March 2022). The most representative results reveal moderately responsible messages regarding the visibility of social issues. For instance, in the cover photograph of Vogue Portugal (2020), "The Madness Issue," which seeks to represent a type of mental illness, public discontent is observed through social media comments, especially from those suffering from such disorders as the image conveyed is not empathetic. Similarly, the cover of Vogue Greece (2022), "Every Body," presents various themes of the female body without stigmas related to size and skin color. Moreover, there is openness in transmitting topics that some consider "controversial," such as the cover of Vogue Poland (2020), "Love & Intimacy," which shows a woman breastfeeding. This cover was applauded in some cases and criticized in others for being considered vulgar. The conclusions highlight that, although the main objective of the photographs is not to generate social awareness about women but to dress the cover with social issues to help the magazine's positioning, their contribution undoubtedly helps to expose hidden problems among their audiences, as they open a space for reflection on cultural and social content. A graphic message, seen as a whole, can foster greater awareness and reflection among readers. However, there is still a long way to go in editorial products and their proposals, especially in ensuring a better relationship with their audiences through the responsible representation of hidden issues and their social impact. [ABSTRACT FROM AUTHOR]

This work explores the role of public relations in managing public controversies within a municipality in Peru during the COVID-19 pandemic (2020-2021). The study employs a mixed-method approach, incorporating both qualitative and quantitative data to analyse the effectiveness and shortcomings of the municipality's public relations efforts during this period. The research is grounded in established models of public relations and public controversy management. It references the four models of public relations (press agency, public information, two-way asymmetrical, and two-way symmetrical) as described by Grunig and Hunt (2000). Additionally, the study draws on the concept of public controversy management (ACP) as defined by Solórzano and others, emphasizing the importance of early identification and strategic response to potential conflicts. The primary objective of the research is to analyse how public controversy was managed as a function of public relations within a municipality in Peru during the COVID-19 pandemic from 2020 to 2021. The study aims to identify the strengths and weaknesses of the municipal management in handling public controversies and the role of public relations in these efforts. The research employs a concurrent nested design approach, integrating qualitative and quantitative methods. The qualitative component includes semi-structured interviews with municipal officials and a focus group with district residents aged 30 to 59. The quantitative component consists of a survey administered to 380 residents who have lived in the district for over five years. Key findings of the research are: - Communication Deficiencies: The study found significant deficiencies in the municipality's communication strategies during the pandemic. The official social media channels exhibited poor bidirectional communication, leading to dissatisfaction among residents. - Lack of Proactive Measures: The municipality failed to establish proactive measures for managing potential conflicts, resulting in reactive responses that often exacerbated issues. - Inadequate Public Relations Management: The research identified a lack of understanding and implementation of effective public relations practices, highlighting the need for a dedicated public relations professional within the municipal team. - Public Perception: The survey results indicated low levels of trust and satisfaction among residents regarding the municipality's management of the pandemic. Over 40% of respondents disagreed with the municipality's efforts to identify, evaluate, and manage public controversies. - Recommendations for Improvement: The study suggests several improvements, including the need for a strategic public relations plan, better training for municipal communication teams, and enhanced engagement with the community through more effective use of digital platforms. Among the implications for the practice, the findings underscore the critical role of public relations in managing public controversies, particularly in times of crisis such as the COVID-19 pandemic. Effective communication strategies, proactive conflict management, and a deep understanding of the community's needs and expectations are essential for maintaining public trust and institutional credibility. In conclusion, the study concludes that the municipality's public relations efforts during the COVID-19 pandemic were insufficient and poorly managed, leading to significant public dissatisfaction. The research highlights the importance of strategic public relations practices in managing public controversies and provides actionable recommendations for improving communication and conflict management within public institutions. [ABSTRACT FROM AUTHOR]

Copyright of Revista Anagramas is the property of Editorial Universidad de Medellin and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Doxa Comunicación is the property of Fundacion Universitaria San Pablo - CEU and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Estudios sobre el Mensaje Periodistico is the property of Universidad Complutense de Madrid and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Corporate memory, traditionally perceived as a financial report tailored solely for shareholders, has evolved into a potent persuasive tool influencing public perceptions of businesses. This paradigm shift is especially relevant in the context of corporate governance, where it serves as a strategic communication vehicle for investors and stakeholders. This article explores the transformation of corporate memories in response to significant national events, such as the 2019 social upheaval and the COVID-19 pandemic, using the Chilean public-private transportation company, Metro S.A., as a case study. The paper challenges the conventional view of corporate memory as a financial information instrument and, drawing on the narrative analysis approach, examines Metro S.A.'s corporate memories and integrated reports from 2016 to 2022. It aims to elucidate post-crisis communication changes, particularly in addressing previously marginalized stakeholders. The study incorporates a qualitative-interpretative analysis, focusing on key sections of Metro S.A.'s corporate memories to derive insights into the role of this communication tool in reshaping relationships with relevant stakeholders. The theoretical framework, inspired by Lendingham and Bruning's five fundamental dimensions for effective organizational relationships, posits that the post-crisis corporate memories emphasize trust, openness, engagement, investment, and commitment. The article is structured into sections, beginning with an exploration of corporate memory's broader relational role. The subsequent section introduces the case of Metro S.A., followed by an explanation of the analytical methods employed. Results are then presented, and the discussion is contextualized within the theoretical framework, considering the limitations and conclusions. The research employs a discursive analysis, examining Metro S.A.'s corporate and integrated memories from 2016 to 2022. The chosen period spans seven years, capturing the substantial language, content, tone, and design changes post-crisis. Using a case study methodology, the paper delves into paradigmatic cases, providing a nuanced understanding of the phenomenon under investigation. The discourse analysis, utilising NVivo software for intentional qualitative coding, reveals significant shifts in communication post-2019 and 2020 crises. The results highlight three primary codes: the dual crisis as a challenge and opportunity, the transformation of key stakeholders from objects to active participants, and the emergence of previously invisible stakeholders as priorities. The case study of Metro S.A., a public-private urban transportation entity, underscores the importance of redefining communication products like corporate memories. Traditionally viewed as unidirectional communication for financial audiences, these documents must evolve to engage with broader publics, especially for organizations with high public sensitivity. The article concludes that the communicative transformation expressed in Metro S.A.'s corporate memories signifies a shift towards harmonious dialogue with previously overlooked audiences, showcasing strategies to enhance the impact of social justice. In conclusion, this study contributes to the discourse on organizational communication by emphasizing the role of corporate memories in reconfiguring relationships, fostering inclusivity, and addressing the impact on social justice, particularly in the aftermath of critical events. [ABSTRACT FROM AUTHOR]

Social networks have become a fundamental public relations tool. It is in this context that the figure of the influencer appears. In recent years, more and more people are choosing to travel more and more, and they like to share their trips through social media. So much so that they are known as travel influencers. Instagram plays a fundamental role in promoting the travel and tourism industry, standing out as an essential tool in public relations for travel influencers. The relationships that travel influencers establish with their audiences, in the digital environment, reinforce the feeling of recognition and trust, and can influence the image and social reputation of a brand and the attitude of undertaking a trip to the advertised destination. Therefore, in a competitive environment such as the tourism sector, it is important to determine the reasons that lead these audiences to follow travel influencers. In view of this, the objective of this work is to determine the reasons why Spanish and French Instagram users follow travel influencers on this platform. It was considered relevant to investigate this subject in view of the evolution of social media and the influence generated by travel influencers on the tourism decisions of Instagram users. The study has a qualiquantitative approach. First, in-depth interviews were conducted with people who follow travel influencers. To analyse the results of the in-depth interviews, we used the technique of thematic analysis, as we wanted to emphasize the dimension that deals with what is being said in the data obtained. Subsequently, a questionnaire was applied to 120 Spanish and 75 French respondents. Basic descriptive statistics were used to analyse the results of the questionnaires. It was found that travel influencers boast high credibility, as their audiences trust their advice. The results showed that users value the quality of the content shared and the lifestyle and personality of the influencers. Travel influencers were found to be a source of inspiration and motivation for their followers, who want to go to the same place as them. As for the influence that travel influencers generate in their community, it is worth noting that, in reference to Spanish users, the recommendations of travel influencers have influenced their decisions, as 96% of the sample has wanted to travel somewhere because they have seen it in the content of an influencer. In contrast, French users have not been influenced by travel influencers, although they have been inspired by them. Therefore, French travel influencers are not a source of inspiration because most of their followers have not taken the plunge to visit a place that was recommended by the influencer. With this research we have been able to confirm that the influence of social media, specifically Instagram, has had a great impact on the tourist decisions of users to visit new tourist sites. This platform is based on photography and that is why it has a great impact on tourism, since using images, many experiences and sensations can be transmitted. The content published by travel influencers provokes curiosity in their followers and the desire to go to that same place, so we can conclude that Instagram is a tool that encourages other people to visit that place. For future research, it is recommended to analyse other types of sectors in which influencers also play a very important role, among which the beauty, make-up and/or decoration sectors are gaining importance. [ABSTRACT FROM AUTHOR]

The recent evolution of the media ecosystem has witnessed a hybridization of the online and offline music market, profoundly impacting not only distribution but also consumption patterns and audience relations. In response to this digital transformation, music artists have undergone adaptations to distinguish themselves and forge meaningful relationships with their audiences and communities. This paper delves into the communicative actions that form the connection between musical artists and their publics, scrutinizing the conceptual core of public relations. Communication with communities is conceptualized as a nuanced relationship with the public, often assuming strategic communication forms. This perspective encapsulates all pivotal interactions for an entity, extending beyond formal conversations directed at specific objectives. Simultaneously, it posits that identity construction emanates from values, principles, and vision, serving as the source of enduring differentiation. This exploratory study meticulously examines the communicative sphere of musical artists, focusing on the channels used, disseminated messages, and inherent discursive configuration. To achieve this objective, the study investigates how musical artists communicate with their online communities and/or fans by (a) exploring the ways artists use social media as a communication tool, (b) examining the nature of the content in such communication, (c) probing how the artist's interaction with their communities manifests and characterizing behavior patterns within these communities, and (d) scrutinizing the distinctive characteristics of the artist's discourse and the underlying symbolism it conveys. This research seeks to understand how music artists communicate in their social networks and communicative products such as video clips and interviews, with a focus on content, discursive style, and interaction. Employing an exploratory and qualitative research approach, the study adopts a hermeneutic perspective, conducting multiple, holistic, descriptive, and synchronic case studies. The selection of cases prioritizes maximum diversity, considering internationality, musical genre, listening index on Spotify, and popularity on Instagram. The study analyzes artists such as Justin Bieber, Bad Bunny, Rosalía, Billie Eilish, and C. Tangana during the first quarter of 2022. The analysis reveals that artists' communication revolves around two strategic intentions. Firstly, there is a penchant for promotion and information dissemination, emphasizing content related to the artist's musical career, including concerts, albums, and non-musical collaborations on platforms such as Instagram, Facebook, and Twitter. Utilizing various formats such as images, text, and video enhances distribution. Secondly, a strategy of generating engagement is apparent, particularly on TikTok and, to a lesser extent, Twitter. On TikTok, artists leverage the brevity of video content to entertain, share personal aspects, and create humorous content. On Twitter, the platform facilitates free and spontaneous expression, fostering direct contact with communities and humanizing artists, thereby establishing a closer and more affective connection with their audience. The study's conclusions highlight (1) the use of networks for professional purposes, (2) spontaneous and personal content as an effective engagement generator, (3) the importance of direct interaction of the artist with the publics, and (4) the importance of a specific discourse and symbology for differentiation. [ABSTRACT FROM AUTHOR]

Copyright of Revista Española de la Transparencia is the property of Asociacion de Profesionales de la Transparencia and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Estudios sobre el Mensaje Periodistico is the property of Universidad Complutense de Madrid and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Doxa Comunicación is the property of Fundacion Universitaria San Pablo - CEU and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The study aims to determine the importance of the strategic management of Public Relations in the management of the presidential image in the administration of Lic. Enrique Peña Nieto (December 1, 2012 to November 30, 2018). The element that motivates these aspirations was the collection of memes by Dr. María Teresa Cervantes Loredo, observing that, on social networks, her messages are consumed by virtual communities with true avidity and immediacy with the topics in vogue and in this case it was the voracious critic in the memes of former president Peña Nieto. [ABSTRACT FROM AUTHOR]

Copyright of TECHNO Review is the property of Eurasia Academic Publishing Group and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Introduction: The end of the acute phase of the pandemic, begins a return to normality in coexistence with the Coronavirus. Thus, a period of transition and social, political and economic uncertainty begins that, for WHO and WEF, could imply a global reset from more balanced principles. The objective of this work is to identify the keys that mark the relational behavior of the Government of Spain on Twitter from its official account @DesdelaMoncloa, in relation to these principles and the interests of the population. Methodology: multivariate quantitative analysis (content analysis) is performed in SPSS SPSS (Krippendorff alpha coefficient = 0.867) over a corpus of 2735 tweets issued between April 1, 2021 and March 30, 2022. Results: the results show a higher prevalence of content with an institutional and economic character, the use of a formal/solemn language, and regularity in broadcast frequency by date and time (Jordan, 2017; Acebes and Montanera, 2019). Discussion and conclusions: Twitter is consolidated as a powerful relationship management tool in the institutional field (Marcos-García, 2021; Castillo-Esparcia et al., 2020a) aimed at building trust in public opinion (Greenhill, 2020; Hucker, 2020), but it is observed: a) a significant mismatch between the themes of the messages issued and the interests of the population in this period of transition and, b) consolidates the theses that highlight an institutional underutilization of its interactive potential (Rivas-de-Roca et al., 2021). [ABSTRACT FROM AUTHOR]

This research studies the assessment practices prevailing in Costa Rican public relations agencies. ^e methodology consisted of a mixed approach with triangulated analysis. It is shown that the most commonly used techniques do not show the changes, effects or impacts of the communicative activity on the target audiences, although they are presented as results of the effectiveness of the profession. ^e focus of evaluative practices is quantitative and prioritizes the level of outputs. ^e use of press monitoring, publicity, return on investment and compliance indicators, together with the analysis of social networks, are the main tools applied. ^e study identifies deficiencies in planning, an operational approach to the work and a lack of knowledge of evaluation methodologies. ^is coincides with experiences in other latitudes and could have an impact on the credibility and perception of the profession's contribution to organizations. [ABSTRACT FROM AUTHOR]

This article collects the evolution of the communication strategies and the techniques adopted in these ten years, in two stages, coinciding with the exercise of the two heads of state and the transition between both reigns from the communication point of view. The House of HM the King has been modifying its communication strategy throughout these ten years, directly influenced by the numerous controversies associated with some members of the Royal Family. Parallel to this crisis communication, the changes that have occurred in the society, due to the coexistence with 2.0 technologies have meant that the Institution has also had to incorporate 2.0 communication techniques. It is important to highlight how the Institution's communication has evolved in these ten years (2011-2021). Barrera and Zugasti (2001, p. 101) explain how a kind of complicity relationship existed between the monarchy and the Spanish press where the values of "harmony, reconciliation, coexistence and consensus" stood out. De Pablos and Ardevol Abreu (2009, p. 237) talk about what they call the end of the "critical silence" where the press begins to speak more directly about the issues that affected the Institution. The strategic communication of the Royal House is more proactive now and tries to show an image of transparency and correct management of the public. Concepts such as "honesty, economic transparency, closeness and modernization" are key in this new stage. The role of public relations in communication management is undeniable since it allows a correct relationship with the public of an organization. Thus, this management must be strategic, as has been pointed out by numerous researchers in the discipline. And in the institutional field it is even more complex due to the social relevance of the institutions. This research has set out to the content analysis of news related to the House of HM the King in the main national reference print and digital newspapers by diffusion and official events and press-release published on the Royal House website during this period. To complete this approximation, we start from the in-depth interview with the Director of Communication of the House of HM the King, Javier Ayuso, Head of the Communication Department of the House of HM the King in this moment (2013). This qualitative analysis was completed with six semistructured in-depth interviews with experts linked to the analysis of the communication of the Royal House. The results of the investigation point to a double strategic change in the management of communication in the House of HM the King: a) From the strategic point of view. The Royal House becomes more proactive in its communication strategy, showing greater transparency in its management towards Spanish citizens. b) From the point of view of communication techniques. Communication tools have been modernized and adapted to their audiences using the official website as the backbone of institutional communication, as well as some digital platforms, but a unidirectional control of the message is still perceived on social networks, which does not allow, to a greater extent, that closeness with the new generations. [ABSTRACT FROM AUTHOR]

The article presents a case study on the perception and evaluation parameters of communication management by general directors of trade fair organizations affiliated with the International Association of Trade Fairs of America AFIDA, which brings together more than fifty organizations in Latin America, Spain and Portugal. A bibliographical review of various theories, models, and studies on the measurement and evaluation of communication was carried out. The emphasis has been placed on publications made in the present century with the aim of identifying and parameterizing how to measure, evaluate and assess communication management. The studies and proposals made in the present century were analyzed, focusing on whether there is a clear methodology to measure communication, and the interest in measurement. The state of strategic communication in the professional field, the characteristics of excellent communication, and the follow-up to the key aspects of the profession have been examined. Trends, roles and best practices of the profession, budgets, and functions of communication measurement and evaluation. In addition, several substantial inputs for communication management and evaluation have been identified as the Barcelona principles which have been reissued and updated twice. The framework for monitoring communication that presents several levels of impact for the measurement and evaluation of communication. The culture of active listening to stakeholders recommended by the Melbourne Mandate. In recent years, new contributions have been made, such as the Integrated Evaluation Framework, the global model of public relations and communication and several strategic communication impact indicators, among others. With this information, the proposal of components for the measurement and evaluation of strategic communication management was constructed as a theoretical contribution, consisting of twenty variables grouped into six components: management function of communication, diagnostic research, approach to objectives, results to be obtained, evaluation methods and results report. Each of them represents a parameter that allows self-assessment and determination of whether the communication management of an organization reaches the strategic level. The proposal Components of the measurement and evaluation of strategic communication management, represents the theoretical basis on which the case study of the present investigation is carried out, which has as objectives to know the perception and the evaluation parameters of the management of the communication from the perspective of the general directors of the fair organizations affiliated to the International Association of Fairs of America, Spain and Portugal AFIDA. The research was conducted through semi-structured interviews with directors of trade fair organizations that are or have been members of AFIDA's board of directors and who attended the 51st Latin American Congress of the Trade Fair and Convention Industry, held in Bogota in April 2022. A survey was also applied to the remaining CEOs attending the congress. The information-gathering instruments included questions regarding to the influence and competence of the communication directors, department budget, alignment of communication objectives, results to be obtained, evaluation methods, and communication results reports. The most relevant results show that the directors' perception of communication management is more operational than strategic, the main function of the communication director is to advise top management, communication objectives have little alignment with organizational objectives and there is a weakness on the part of the Dircoms to manage and include organizational and financial indexes in the reports. [ABSTRACT FROM AUTHOR]

Copyright of Estudios sobre el Mensaje Periodistico is the property of Universidad Complutense de Madrid and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Estudios sobre el Mensaje Periodistico is the property of Universidad Complutense de Madrid and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Human Review is the property of Eagora Science and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The teaching of public relations faces the challenge of competency-based learning in a professional context characterised by the new challenges of the sector. In this context, we review the state of public relations teaching in Andalusian universities in order to determine its suitability in accordance with professional requirements. The methodology employed includes a documentary review of professional reports and a content analysis of the syllabuses, reviewing professional competencies, teaching methodologies and evaluation. To find out whether public relations training in Andalusia meets the needs of the professional sector. [ABSTRACT FROM AUTHOR]

The Royal Household is probably the highest institution of the State as a monarchical system. In this sense, it is worth questioning how these organizations have managed communication with their public of interest during a crisis such as the temporary period of pandemic and post-pandemic, where the World Economic Forum states that it is a time of restart where a great social and economic restart is necessary. The main objective of this work is to know the institutional behavior of the British and Spanish Royal Houses through their respective Twitter accounts to determine convergences, synergies, and communicative styles in the digital environment. All this looking for the keys to the strategic management of the relations of both institutions with their citizens. A quantitative methodological design was established, based on content analysis (Kripendorff's alpha coefficient=0.852) on a corpus of 2211 messages issued during 2021 by the official Twitter accounts @RoyalFamily (1025 tweets) and @CasaReal (1186 tweets). The results show a significant difference in the content broadcasted, the regularity of the frequency of tweets per hour of broadcast and the interaction, viralization and engagement rates of each of the accounts analyzed. These results show that Twitter is a powerful communication tool capable of seeking the mutual interest suggested by relationship postulates in periods of transition. [ABSTRACT FROM AUTHOR]

Copyright of Cuadernos.info is the property of Pontificia Universidad Catolica de Chile, Facultad de Comunicaciones and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The economic situation in Spain during the first half of the year 2022 was characterised by a rise in prices which had a major effect on fuel prices. Within the framework of crisis communication management, this article discusses the strategies followed by the main companies in the fuel sector on Twitter by using the content analysis method. The results show that silence was the main position adopted by these organizations. This reflects the absence of proactive crisis management. [ABSTRACT FROM AUTHOR]

Copyright of TECHNO Review is the property of Eurasia Academic Publishing Group and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This paper describes the skills required of commercial communication professionals. The method used was descriptive documentary content analysis and the document analysed dealt with job offers with employment contracts at ESIC Business & Marketing School for the second half of 2019. A total of 438 offers were analysed. The demand for hybrid profiles is confirmed and the prominence of digital, content, analysis, social networks, web, SEM/SEO, English C1, advanced Excel, proactivity, ability to communicate and results orientation is observed. [ABSTRACT FROM AUTHOR]

Copyright of Human Review is the property of Eagora Science and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This study is inspired by the famous works on social influence carried out by the illustrious Edward Bernays, focused on the persuasion of public opinion. Taking as a reference one of the author's multiple campaigns, the work raises the feasibility of obtaining equivalent results in the current communicative context, with the aim of determining the most appropriate techniques to achieve this purpose. The research has been segmented into a total of 3 phases, each designed to achieve a partial objective. Firstly, the 'state of public opinion regarding the use of cosmetics by men' is studied. Secondly, the plausibility of significantly influencing public opinion through communication campaigns. And in the last phase, the techniques employed have been shown to be the most appropriate in achieving this goal. The work deals with an object of study of capital relevance, since it provides a theoretical approach, as well as a practical application, to a crucial topic in the communicative field. The interest in deliberately impacting public opinion resides in the highest purposes of many entities, especially in a social and economic context where the general public has come to occupy the position of power. The document presents a structure designed to lead the reader through the different stages of the study. This journey begins with the research approach, where the author's motivations and objectives are presented. This is followed by the background, conceptualizations and approaches relevant to the theoretical framework. The practical process of the research is formulated in the methodology section, and finally, the results and conclusions reached are announced. In this way, the work proposes a hypothetical emulation of such a campaign, dealing with a current political topic, with the aim of studying which updated communicative techniques would be needed to influence public opinion in contemporary society. All in pursuit of obtaining a large-scale economic benefit. The study is intended to serve as a reference, a first approach to the topic, as well as a precedent for a possible large-scale review in the future. On the other hand, this paper studies those public relations techniques best suited to achieve a change in public opinion today, in the same way that Edward Bernays proved possible a century ago. Even so, the communication paradigm has undergone great changes since then, so that the feasibility of the goal, as well as the tools to achieve it, have required a revision. The study has been structured based on certain parallels related to the "Torches of Freedom" campaign, but focused on dismantling a social taboo that is still in force today: the use of cosmetic products by the male sector. The main objective has been to investigate those brakes based on social behaviours, which limit consumption and deprive companies specialized in the sector of a large potential target audience. Consequently, the work has verified the existence of this social taboo, validated the still existing capacity of communication campaigns to influence, and studied those cases that have proven to be successful in shaping public opinion. To conclude with the elaboration of a list of the most suitable techniques to succeed in this purpose, and finally to apply them in a brief approach to the selected topic. [ABSTRACT FROM AUTHOR]

The managerial function of communication and PR requires the use of a scientific method for decision-making that makes it possible to correctly define the starting problem of strategic programming through an effective diagnosis, establish the objective to be achieved and, subsequently, evaluate correctly the success achieved, taking into account that the final strategic objective is to establish relationships of trust with the publics. In this article we seek to identify the contents that form competencies and research capacities in strategic planning within the study plans of the own (unofficial) master's degrees directly linked to the function of communication management, offered in Spain during the 2019-2020, to determine if the graduates have been prepared, as future managers, to investigate properly. Matilla (2018) proposes a series of information and research techniques and methods -basic and applied- that should be worked on in the first stage of the strategic planning process and that will serve as a guide for the contents that should be worked on at the training level. Through content analysis, a total of 38 unofficial master's degrees were identified that met the first search requirements in the 2019-2020 academic year, of which, after carefully reading their subjects, competencies and professional opportunities, it was seen that only 13 were directly linked to the communication management function, both from an integrated department of an organization, as well as from agencies and consultancies. The final sample unit showed that the word "research" literally appeared in 7 subject titles of 6 different master's degrees. Likewise, the descriptions or contents of another 26 subjects included at least one concept linked to the initial stage of research, such as "audit", "diagnosis", "analysis" (psychosocial, of publics, of data, of insight, executive...), "measurement", "monitoring", "metrics", "evaluation", "audience map", "information search", "issues management", "research of futures", "interpretation of results" or "social trends". A third of the Spanish master's degrees directly linked to the function of communication management do not offer any type of training in strategic research, despite its importance at a professional level, and only half of them offer at least one specialized subject in research. There is no master's degree that literally includes all the necessary contents identified by Matilla (2018) to correctly carry out the first stage of research, although there are some universities that show a high interest in training professionals capable of empirical research. Reliable proof of this interest is the Carlos III University of Madrid, which offers more than 50% of its ECTS with some mention of research techniques, methods or typologies. In short, it can be seen that depending on the postgraduate training in question, future communication and PR professionals will be trained -or not- to conduct scientific research, so that a third of postgraduates will not have received specific training in strategic research and will not be able to acquire the research skills necessary to adequately exercise the management function. [ABSTRACT FROM AUTHOR]

COVID-19 copied the information content in the media and highlighted the need for responsible communication from all spheres of society to guarantee citizen security and maintain the trust and credibility of the authorities as sources of information. In a context of information multiplatforms, official communication focused on the rotation of public appearances and an increase in fake news, the need to be informed increases the use and consumption of media by citizens, while at the same time rigorous official communication is demanded by the agents in authority. This study aims to describe the relationship of the Guardia Civil with different audiences, as an active agent and formal prescriber during the pandemic based on three objectives: 1. To know the presence of the Civil Guard in the conventional and digital media during the pandemic; 2. To describe the treatment and approach of news about the Guardia Civil in the press during the pandemic; and 3. From the information about its stakeholders in the social responsibility reports, infer the relational role of the Guardia Civil with its audiences in the press news. To achieve the objectives, a mixed methodology with content analysis is used. First, a quantitative and qualitative analysis of the strategic communication (media used and stakeholders) described in the Social Responsibility Reports of 2019 and 2020, and in the Sustainability Plan (2021-2025) of the Civil Guard is carried out. Second, based on the search for the keywords "Guardia Civil" and "COVID" in the two generalist newspapers with the largest coverage in Spain (El País and El Mundo), and throughout the six waves (from March 14, 2020 to December 31, 2021), a content analysis of the 198 resulting news items is performed (FACTIVA database). The analysis variables are: year, newspaper, focus, role of the CG in the communication, media treatment, formal agents and publics in the news and level of responsibility in their communicative behavior. The data indicate a segmentation of audiences in the Social Responsibility and Sustainability Plan reports that show a communication strategy based on a motivational relational behavior of the Civil Guard with its stakeholders, as opposed to a prescriptive presence of other official bodies or protagonist with a predominantly informative approach of the news in the media towards the general population. The only exception refers to the group of young people who appear associated with news about the intervention of the Guardia Civil for non-compliance with restrictions. Although the presence of the Guardia Civil in the media decreases in 2020, its strategy maintains -coinciding with several studies- the use of media that generate more trust in the population (traditional and digital) and, in addition, it registers an increase in followers on Twitter and TikTok. The news with informative approaches refer to restrictions, while the motivational ones focus on communicating measures to safeguard health. It is concluded that although its communicative strategy segments audiences, even in its profiles in social networks such as TikTok, it is still not a visible strategy in news about the Civil Guard in the media. [ABSTRACT FROM AUTHOR]

The role of women in all spheres of society has expanded exponentially throughout the 19th, 20th and 21st centuries: from nineteenth century suffragism to the entry of women into factories and public services, to modernity: when the ideas and consequences of feminism pervade popular culture and advertising and public relations firms. These have made a considerable leap from the days of pink marketing to the current moment, in which female audiences are seen as diversified as the most, while the perception of their needs and particularities is becoming more and more clear to women and scholars and professionals in the sector. In this sense, neuroscience has the potential to shed the same ray of light on this field as it does on other more minority or sectorally significant audiences. Making the full battery of considerations regarding inclusion, gender equality and emotional intelligence relevant. Not only at a social level, but also at a productive one: because the evidence we have indicates that the consideration of all these factors, when carried out in a calculated and effective way, will make communication more effective, more productive in regarding the specific objectives of Public Relations and Advertising as academic and labor disciplines. This inevitably leads to an understanding of the neurological differences between men and women, and careful planning to take advantage of these in team management and the organization of communication. The future of Public Relations lies in finding new audiences, and new and better ways to reach them. Being inevitable the integration of the same in the communication processes. For several decades now, society has detached itself from the male single market: supported by social achievements such as the entry of women into the world of work and giving them control of their own finances. After her, the gap has widened further with the progressive rupture of the bipolar gender sphere, and with the expansion of markets previously more limited by other social barriers such as age. In this article, the objective is to determine the existing relationships between public relations and the potential of neuroscience in the present context of increasing presence of women in all areas of society, communication, advertising, marketing and politics. The methodology is based on the search and consultation of scientific texts (monographs, academic articles, documentaries, among others), and descriptors related to public relations, communication strategies, the application of neuroscience and the development of the implication of the women in all these processes. A relevant research result is that the functioning of brain areas and the influence of neuroplasticity are still not known with certainty. An important fact if we take into account that attitude and gender differ even when market segmentation is carried out. It is concluded that inclusion in the area of public relations and communication is a logical consequence of the expansion of the female gender as a public: it encompasses half of the potential consumers of almost any product, and, therefore, it is essential to have with public relations teams capable of creating increasingly effective content in the task of achieving the objectives set. [ABSTRACT FROM AUTHOR]

This article deals with the academic and professional experience of the female lecturers who teach public relations subjects in Spanish universities. Specifically, it analyses the case of universities in Andalusia, both public and private, to assess their affinity and relevance to the contents of the curricula, and their work situation, an issue that has been little explored until now. The case of Andalusia represents the most populated region in Spain and concentrates a large part of the national offer of degree courses. In this context we pose the following questions: What is the academic-research profile of women lecturers teaching public relations in Andalusian universities? What is the situation of women compared to men in the academic field of public relations in Andalusia? We want to focus on the actors in the public relations teaching process and learn about the current situation in academia. From the theoretical point of view, this work proposes a triangulation of contents focused on public relations studies in the European Higher Education Area (EHEA), teaching practice and the situation of the teaching staff, with an emphasis on the role of women. From the methodological point of view, we want to achieve two specific objectives: to study the employment situation of public relations teachers in Andalusia, investigating the situation of women; and to determine how the teaching of public relations subjects is structured in the region. Using a descriptive methodology and through content analysis, three parameters were studied: lecturing, research, academic and professional experience. An analysis form has been designed to provide a description of the profile of each lecturer and of the public relations subjects selected, specifically we have reviewed: - Teaching: review of the modules guides of the public relations subjects taught in the selected degrees. We analysed: teaching team, coordination and number of teachers, gender, contractual relationship, number of subjects taught per teacher, type of subject (compulsory, core, optional), credit load and year. - Experience: professional and academic career, training, possession or not of a doctorate and speciality. - Research activity: research production of each subject, lines of research and publications related to the teaching given. The main sources of information have been the universities websites, ORCID, Google Scholar, LinkedIn, Academia and ResearchGate. This study is geographically limited to the Autonomous Community of Andalusia in Spain and to universities (public and private), that offer communication degrees with public relations subjects. Results show many temporary staff and very fragmented subjects, the majority are female lecturers, but with relevant PR teaching and research experience, although with little professional experience in the sector. Furthermore, there is an unequal teaching load in the area between the different universities. Most public relations teaching staff are women, but it is women who fill the most unstable positions (and suffer the consequences of holding such positions), while men in permanent positions are in the majority. To conclude, we consider that the establishment of criteria that would allow for the consolidation of (female) lecturers in their jobs and in the stable choice of public relations subjects would facilitate the work-life balance, improvement and relevance of the teaching and research quality of Andalusian university teaching staff. More needs to be done to improve women's equality in the workplace and their access to academic careers on the same terms as their peers. [ABSTRACT FROM AUTHOR]

The following research is carried out at the Faculty of Social Sciences of the National University of Lomas de Zamora (Argentina) and is part of a broader project on "Transdisciplinary approaches in the Social Sciences in addressing gender issues", where eight (8) research teams worked articulately on lines that link different gender issues addressed from different disciplines of the Social Sciences. A transdisciplinary methodology was adopted to articulate and rethink from different points of view that provide diverse perspectives on the problems associated with gender issues, which do not admit simple or linear explanations. The beginning of this project is marked by a social and political context in the region that challenges society, and therefore the professional field of any discipline, and promotes analysis of the situation of women in the profession. Since there is no specific data about public relations in Argentina, it is hoped that the results of this research can provide information to understand the situation of women in this field in relation to the glass ceiling. The situation was analyzed from the concepts of the glass ceiling, understood as those invisible barriers that women face when they try to ascend in the hierarchical levels of the organization and strongly associated with these impediments in the growth of women, the concepts of : "Sticky Floor" -which explains how women, having to take care of their families; they put aside their continuous training outside of their working hours, they have more difficulties to attend events outside of work, etc. (Upegui Valencia and Cervera Delgado, 2009)- and "male brotherhoods" (Segato, 2010) -or those informal but exclusively masculine spaces that enable the formal promotion of men in organizations-. A qualitative and quantitative methodology has been used, in which more than 250 selfadministered surveys (non-probabilistic randomized) and 17 in-depth interviews with leading PR professionals in Argentina have been analyzed, with the aim of investigating the perceptions of professionals about the phenomenon of the "glass ceiling" in the field of PR in Argentina, its origins, possible explanations, and their experiences in this regard, providing a holistic view of this problem. Given the lack of data on the specific topic of glass ceiling and Public Relations in Argentina, it is expected that the results of this research can provide information to understand what the situation of women in this field is and generate contributions that aim to reduce asymmetries. The final results confirm that there are phenomena in the profession that are recurrent in different regions of the world (for example, the feminization of the profession, the glass ceiling, stereotypes associated with gender, the existence of masculine brotherhoods) and yet in the study, other phenomena appear that contradict some theories and that allow to think of alternative ways to address this social problem. From the role in university teaching, the proposal is the co-construction and co-creation of educational and discursive strategies (Herrera Echenique and Bendezú, 2020) where it is essential to adopt listening as a pedagogical position: conditions must be generated for a new type of society, more inclusive, fair, and egalitarian. [ABSTRACT FROM AUTHOR]

The Covid-19 crisis has forced communication and public relations professionals from non-governmental organizations to develop new roles, especially in the new economic and social post-confinement context in Mexico. This study reviews their new roles, and which are the challenges that they face from the pandemic. This research covers the cases of Amnistía Internacional, Cáritas Mexicana, Greenpeace, Hábitat para la Humanidad, Médicos Sin Fronteras, Special Olympics y World Wildlife Fund. The study shows that there is no, a unique single role to manage communication and public relations. Their work is less strategic despite the dominance of the managerial and operational roles in the crisis. Their activity is more represented in the roles of the European four-by-four model of Anne Gregory and Paul Willis and with less relation to the four social roles of the North American model of James E. Grunig and J. White. Nowadays professionals intensify the use of the web and social networks, raise awareness of the pandemic, strengthen alliances between organizations, focus their online management efforts to retain, and attract volunteers. In addition, they try to stay on the media agenda. Likewise, this study considers that there are new challenges to be faced in the next five years. Those challenges include the inclusion of internal communication strategies, the strengthening of trust and reputation, the improvement of its risk strategy, the expansion of its target audiences stand out, as well as paying more attention to sustainability, and inclusion, big data, and algorithms. The great challenge focuses on being less technical and managing a more strategic communication with better leadership and digital skills to achieve greater recognition of their role within the organization and society. [ABSTRACT FROM AUTHOR]

The objective of this article is to develop an ex novo model for selecting public relations and communication agencies, or agencies that provide public relations services, based on perceptions from communication managers who work for companies with the highest turnover in Spain and who belong to the Association of Directors of Communication-Dircom. We were inspired by the matrix model of rubrics for competency assessment (Goodrich, 2005). For this purpose, we sent a questionnaire and carried out a factorial analysis and a content analysis to know and classify the attributes that communication managers used when selecting a public relations and communication agency. Results indicate that communication departments consider criteria in the following order of priority: experience, specialization of the sector and client portfolio, professionalism, reliability, quality of the service and the economic proposal. With this model, we seek to enrich chapters offered by the literature on public relations and communication departments and agencies and, professionally, help these communication departments to objectively select a public relations and communication agency, within the framework of final decision models. [ABSTRACT FROM AUTHOR]

This paper describes the skills required of commercial communication professionals. The method used was descriptive documentary content analysis and the document analysed dealt with job offers with employment contracts at ESIC Business & Marketing School for the second half of 2019. A total of 438 offers were analysed. The demand for hybrid profiles is confirmed and the prominence of digital, content, analysis, social networks, web, SEM/SEO, English C1, advanced Excel, proactivity, ability to communicate and results orientation is observed. [ABSTRACT FROM AUTHOR]

Fifty years after the introduction of Communication studies into Spanish universities, this article presents the results of a descriptive investigation of on-campus university education in Advertising and Public Relations in Spain, with the dual aim of gaining an understanding of how it is formally, and what and how it is taught. A total of 1,815 teaching guides amounting to 10,224 ECTS credits were compiled for the 41 degree courses taught in 38 training centers. The data collected in coding sheets were statistically analyzed and grouped into 57 variables. The results highlight the majority of private initiatives in university education in this area, and the scarce internationalization with only token use of English in teaching. We observe a significant relative presence of cross-cutting content between Communication and other areas, as well as a clear predominance of Advertising training over Public Relations. The most relevant specialized areas are creativity, and advertising and digital marketing. In teaching, a greater weight of practical activities is observed compared with traditional theoretical or master classes. The evaluation of students is also more based on practical work rather than written tests or examinations on theoretical knowledge. These latter aspects confirm the footprint left by the Bologna Plan and the regulations it drove, although the methodological renovation it advocated has yet to be fully achieved. [ABSTRACT FROM AUTHOR]

Communication studies in Spain have now become consolidated based on their evolution over the last 50 years. The aim of this paper is to provide an in-depth analysis of the current state of Spanish higher education in Communication. To this end, an analysis is carried out of the structure and composition of the undergraduate and postgraduate degrees (master and PhD studies) in Communication at public and private universities in Spain, paying special attention to the centers that host these studies, the people who contribute to their operation, and their offerings and distribution. Using a descriptive methodology and the content analysis technique, an analysis form is applied to the universities composing the system of Communication studies in Spain, based on their offerings and the information available and accessible on their institutional websites. The results reveal the difficulty of accessing such data and the lack of common criteria (or compliance) for presenting such information on official websites. The results reveal a greater offering at the national level but a wide dispersion of the higher education offering in terms of type, location, type of university, and territorial distribution. We also highlight the gender gap in terms of faculty leadership as well as among teaching staff. We emphasize the phenomenon of double or combined degrees, especially at private universities. [ABSTRACT FROM AUTHOR]

Social media are already part of the communicative routines of most organizations, including communication agencies. Nevertheless, given their duty to serve other companies, these agencies should have an advanced understanding of these platforms, not only in their most profound sense but also in a time-advanced one. In other words, agencies should test emerging social media with the aim of knowing them in-depth and determining whether they serve their communicative purpose. It should be noticed that investment in digital advertising and actions with influencers are greater and greater. Besides, they are platforms that not necessarily remain unalterable, but some of them achieve their life cycle, even disappearing. On this matter, it is necessary to check if agencies really are working on the most recent social networks or only on those which are already consolidated. For such a research, the quantitative method, based on the content analysis, was adopted within a descriptive study. It was used on a sample of the ten communication agencies with the highest billing which operate in Spain. As secondary research objectives, it was considered to analyze the use that agencies do of social media which they are present in, to determine the existence of online content strategies, as well as to value the interaction level of these companies on online channels. The results show that most of analyzed agencies offer web 2.0-related services, such as digital strategy, online content management, monitoring and influencers relations. Social media talking, except for a few cases, communication agencies prefer to maintain a presence on the most consolidated social networks (Twitter, Facebook, Instagram, LinkedIn and YouTube). Furthermore, those are the ones that usually have links on their websites. This does not mean that agencies do not use the more recent applications, but that, mostly, they do not do this for their benefit as a brand. Otherwise they keep them in the background. In fact, some agencies use current platforms, such as Twitch or TikTok, publishing suitable content to their characteristics, which means that agencies know their possibilities, although their use is not still usual among them. Among the commonly used social networks, the activity of these agencies remains along the lines of what has already been concluded in previous academic papers: the purpose of information dissemination prevails with a self-promoting role. Communication agencies keep their social profiles updated and, during the month of research, they constantly published content, especially, information about themselves or about the communication sector, followed by news of common interest, clients news and projects carried out. Finally, although they published content frequently, the interaction with other users is low and, when it happens, it usually has, as mentioned, a self-promoting intention. In conclusion, communication agencies, as other kinds of organizations, are used to introduce social media work in their routines. However, it cannot be said that they are early adopters, at least to self-use. Probably, public relations professionals are researching and going deep in these new platforms, but in a private way, so agencies cannot, or prefer not to show their know-how by doing it. [ABSTRACT FROM AUTHOR]

The main objective of this paper is to start from the concept of fake news applied, in this case, not to journalistic information, but to the field of companies to determine how information and institutional communication can be distorted, and even attacked, by the dissemination of unverified (or malicious) information through the enormous dissemination provided by new technologies derived from the Internet, mainly social networks. This virality brought about by the digitalization of information and data can lead to truly damaging discredit for the trust of organizations among their different audiences. Precisely, the relational perspective (Grunig & Hung-Baesecke, 2015; Ledingham, 2015) maintains that the nature of public relations lies in its ability to manage relationships between an organization and its public of interest or stakeholders (Grunig, 2009) through through a strategically planned process (Otero and Pulido-Polo, 2018; Almiron & Xifra, 2019; Page & Parnel, 2019; Smith, 2017) capable of placing before public opinion (Greenhill, 2020) the excellence of organizational behavior. The purpose of this process is none other than to generate trust in the public, but its main obstacle, since the origin of public relations, has been public misinformation. [ABSTRACT FROM AUTHOR]

Copyright of Mediterranean Journal of Communication / Revista Mediterránea de Comunicación is the property of Revista Mediterranea de Comunicacion / Mediterranean Journal of Communication and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Fonseca: Journal of Communication is the property of Revista Fonseca Journal of Communication and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)