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This paper focuses on the concept of the impact area as the intersection between the common issues of the personal agenda and the public agenda. Expanding the concept of agenda-setting effects, which focuses mainly on the relation between the public and media agendas, we have examined the congruity of the public agenda and the personal agenda as a contingent condition for the strength of these effects. The concept also distinguishes between the top-priority issues of the public and personal agendas, setting out that the general public's search for information about these top-priority issues highlights the need for orientation. We used data from Spain to focus on the national elections (2011, 2015 and 2019), plus the beginning of the pandemic (2020). The study includes a content analysis of the El País daily newspaper for the four periods and a variety of surveys and representative electoral barometers. To those data we have added an analysis of the main search topics on Google Trends for each of the four years. The results reveal that variations in the relationship between the public and personal agendas are linked to the strength of the agenda-setting effect between the media and public agendas. [ABSTRACT FROM AUTHOR]

The main objective of this work is to analyse how the representation in the public sphere of the Crown and the Head of the Spanish State is managed towards public opinion through public, official, and unofficial institutional acts, as reported by the House of H. M. the King. To answer the research questions contained in this objective, a quantitative methodological design based on content analysis is carried out (Krippendorff, 2002). This is applied to a corpus of the 996 public, official, and unofficial acts, contained in the web institution of the House of H. M. the King, between 2015 and 2019, for its subsequent computer processing with SPSS statistical software. Through the concept of intramethod triangulation, a qualitative analysis is applied in an auxiliary way to answer RQ3. The results show not only that the presence of the Royal Family, in the acts observed, contributes towards the public staging of its constitutional functions, but also that there is a map of specific audiences on which the Royal House projects pertinent legitimising messages (regarding the Crown and the Head of State) based on perceived social demands. This confirms the existence of a dialogical communication system, supported by a strategic conception of Crown-society relations, which is resolved mainly through ceremonial acts. [ABSTRACT FROM AUTHOR]

The economic crisis suffered in Spain in the last ten years has forced management of the country's public museums to look for new sources of funding with which to compensate the reduction of public funding. Business sponsoring has been one of the most intensely studied channels. One of the consequences of the new scenario is the weak bargaining position of museums before sponsors. There are clues that suggest that a new model has arrived in Spain: museums are used as public relations agencies by businesses and the subtlety that once characterised the relationship between a sponsored museum and its sponsor disappears. The article lays out the development of business sponsorship in public museums in Spain, illustrating the changes that have taken place in this relationship. Through a content analysis of cases that answer to the new model and structured interviews with cultural journalists from written media, it is shown that sponsors do not achieve their objective, which is to factor the communication media into the equation to increase their brand notoriety and/or strengthen their corporate image. [ABSTRACT FROM AUTHOR]

La noción de públicos como diversos colectivos específicos y segmentados ha supuesto un cambio de paradigma en las relaciones públicas y la comunicación corporativa Esta transformación en la forma de entender el sujeto receptor del proceso comunicativo permite que la función comunicativa pueda gestionar la relación entre la organización y estos colectivos de manera más eficaz. Para ello, las organizaciones aplican procesos como la identificación y la jerarquización de los públicos, para poder comunicarse y relacionarse con ellos de forma específica. Este artículo busca reconocer qué concepción de públicos predomina en los departamentos de comunicación de las empresas del sector energético en España, a la vez que evaluar el nivel de coherencia existente entre la identificación y jerarquización de los públicos y la implementación de las acciones comunicativas por parte de estas empresas. La metodología de estudio fue de carácter cuantitativo dirigida a las empresas del sector energético español y se llevó a cabo a través de un cuestionario en una plataforma online. Los resultados indican una dicotomía en la concepción de públicos en las empresas energéticas: por una parte, se los concibe como grupos específicos y por otro se los considera como un colectivo masificado. Sin embargo, se observa que existe una coherencia metodológica entre la importancia asignada a los públicos y la implementación de acciones de comunicación hacia ellos. [ABSTRACT FROM AUTHOR]

Museums are developing a broader commitment to society. Strategic Communication can decisively contribute to the development of this new mission of museums. The principal aim of this article is to study the importance given to communication by the museums, and to examine how they manage communication with their publics, analysing those aspects which are linked to the communication planning process of the institutions. The results show that communication has no strategic dimension in the museums, since it is conceived as a short-term tactical tool, and it is not considered as a key resource to engage in dialogue with their publics. [ABSTRACT FROM AUTHOR]

Blogs have strengthened its position as an online communication tool to increase the dialogue between organizations and their publics, and this thanks to their interactive capacity and easy use. Although blogs didn't enjoy the popularity and swift penetration of social networks, Spanish companies are gradually incorporating this channel to their Public Relations plans. Thus, it becomes increasingly interesting to develop a quantitative index allowing determining the degree of compliance to excellence criteria. This paper aims to identify the main factors in order to value the quality of a corporate blog, describes the design of the evaluation index and, later, applies this index to study the corporate blogs of the main Spanish companies in order to unveil how they are exploiting its many advantages. [ABSTRACT FROM AUTHOR]

The article examines the concept of commercial value and the right of publicity in the United States' legal system as well as in Spain. Since the invention of the camera and the use of photography in journalism, the idea of personal images has been a crucial form of communication. According to Spanish regulations, the commercial value of a person's image used in the press is also considered to be part of a person's right to privacy and identity. The article explores how the United States' regulation on using certain images for publicity could also be applied towards existing regulation in Spain.