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Copyright of Culturas Midiáticas is the property of Programa de Pos-Graduacao em Comunicacao 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.)

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]

Copyright of Revista Foco (Interdisciplinary Studies Journal) is the property of Revista Foco 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 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 Revista Foco (Interdisciplinary Studies Journal) is the property of Revista Foco 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 Universitas, Revista de Ciencias Sociales y Humanas is the property of Universidad Politecnica Salesiana 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.)

Museums are born from the need to preserve historical heritage in a space where they can research and disseminate knowledge. The evolution of museum communication, together with the use of new technologies or new forms of communication, has been an unprecedented milestone between museums and their public, as it allows them to establish interactions, contributing to the development of a greater knowledge of the cultural demands of museum visitors. Social media, blogs or mobile social media fall within this new way of communicating, being used by museums to expand their dissemination and publicize their activities. The use of these networks has created wider spaces and more open museums. Therefore, social media are already being used by museums to expand their dissemination and publicize their activities, this being a clear use of what is known as "museum 2.0". This research work carries out a bibliometric study since 1976, the first year in which publications in this field were detected. Sixty-four publications have been identified in the databases, Web of Science Core Collection and Scopus, showing a mapping of authorship networks, citation and co-occurrence of keywords or scientific interrelation between organizations and countries. [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.)

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]

Videogames nowadays constitute one of the most relevant creative and cultural industries. The developers produce transmedia communication strategies so that their audiences interact socially from the informational, opinion and narrative perspective. The goal is to maintain interest and expectation towards the videogame, building relationships of adaptation and integration between the organization and its audiences. In this article we study the characteristics of Fortnite, the promotional dynamics that are generated and the media used. We are witnessing a clear example of transmedia branding where the players co-participate, co-create, appropriate and recirculate information and experiences, establishing a common narrative, in an emotional way, that integrates all these communication channels, forming an interaction and experience around the videogame. [ABSTRACT FROM AUTHOR]

Scientific production in Latin America and the Caribbean has experienced great growth in recent years (Álvarez-Muñoz y Pérez-Montoro, 2016; Santa y Herrero, 2010), due in part to the increase in public investment in science in these countries and the indexing of their journals in global (Scopus or Wos) and regional (Latindex or Redalyc) databases of bibliographic references. However, in communication, the publication of academic articles is still embryonic. There are several academic studies (Flores-García y Becerril-García, 2020; López-Ornelas et al., 2017; Rogel-Salazar et al., 2017) that highlight the scarce of disclosure of scientific knowledge in this region, remarking the limited presence of communication journals published in Latin America and indexed in databases. In the specific area of public relations, the conceptualization and recognition of this discipline in the academic and professional field has been increasing since the mid-twentieth century. However, despite the progress experienced, the small number of existing studies on the subject in these journals, justify this investigation line. In this sense, this research, within the framework of bibliometric studies, proposes to determine the position occupied by public relations in the academic production about communication of the main journals of the Latin American Caribbean in the last ten years (2010-2020); as well as analyzing the main characteristics of these publications by examining the areas of knowledge of the published texts, the institutions from which they come or its authorship, among other aspects such as the object of study and the methodological procedure used in the research. The scientific journals that make up the sample (Comunicación y Sociedad, from Mexico, Palabra Clave and Signo y Pensamiento, both from Colombia) have been selected based on representativeness criteria such as the impact index in the Scopus bibliographic database and the geographical scope of the Latin American Caribbean. The results indicate that the discipline of public relations is marginal in the overall scientific production in communication in the Latin American Caribbean. Most of the texts published by the journals with the highest impact index in the region focus on fields related to communication but are far removed from the specific area of public relations. However, it is noticeable that in recent years greater attention has been paid to this discipline, with an increase in scientific production in the period between 2016 and 2020. The findings obtained also allow us to establish a profile of the scientific production on public relations disseminated in the decade from 2010 to 2020 by the leading journals in the Latin American Caribbean. A collective authorship, balanced in terms of the sex of the signatories, mainly from universities in Latin America and Spain, and the use of empirical approaches from a qualitative perspective, define the type of academic production analysed. Despite the limitations that this research presents when it comes to extrapolating the results to the whole of the scientific production on public relations in territories other than the Latin American Caribbean, it is outlined as an exploratory study and a first approach to the still incipient research on the discipline of public relations in Caribbean academic journals. [ABSTRACT FROM AUTHOR]

Terrorist attacks have a negative impact on destination image, affecting their tourism demand and generating a crisis in the tourism sector. The objective of this article is to investigate how the Destination Marketing Organizations (DMOs) of London, Manchester and Paris managed the crisis during and after the terrorist attacks of 2017 from a Public Relations perspective. A content analysis method of the tweets published in the official account profiles of said destinations was carried out during the 30 days that followed the terrorist attacks. Based on the existing literature on crisis communication, an analysis template was developed that analysed the timing, format and content of the tweets, as well as the reactions they generated in the public. The results indicate that the 3 DMOs focused their communication efforts on the dissemination of messages to promote tourism in the region in order to manage the crisis, but despite the fact that the public want to be informed when an attack occurs to understand what happened and feel safe, DMOs communicated little or nothing about what happened in the attack. In addition, the tweets that reported on the management of the attack carried out and the protection of stakeholders were the ones that obtained the greatest reactions among the public. The main contributions of the study are the analysis template created for the analysis of destinations' crisis communication and the fact that public value the information received about the attack and the protection management carried out by the DMOs. [ABSTRACT FROM AUTHOR]

This article is a theoretical-practical approach to the reverse product placement advertising tool as a developer element of public relations. We have proposed an exploratory-descriptive methodology divided into phases. The first consists of a bibliographic exploration. Next, the case of the Rick's Café restaurant in Casablanca has been taken as a sample. For her study we have interviewed Kathy Kriger, founder of the project. Finally, a qualitative analysis of the case is carried out considering the results of the previous phases. As a result, we obtain an investigation that conceptualizes the application of this tool in the current advertising market attending to all its dimensions. [ABSTRACT FROM AUTHOR]

The speedy evolution of Internet and the penetration of social networks has changed the way of communicating that was usually had the fashion. Gone are the models of communication that placed traditional media at the centre of their strategic management. The new trends contextualize social networks as the backbone of the relationship with audiences. In this sense, real weddings have become a fundamental tool for the fashion brands participating in the event thanks to their wide potential as an instrument to spread the messages. The text opts for multiple case studies to link the main international fashion brands with special events and goes to the content analysis of the profiles of social networks in which the leading firms have a presence. The results reveal how audiences react to the communication efforts made and the pertinence of resorting to these acts to improve engagement with stakeholders. [ABSTRACT FROM AUTHOR]

Copyright of Index.Comunicación is the property of Index.comunicacion 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 analyses the communication strategies that private hospital institutions in Spain have employed during the COVID-19 crisis, as well as the tools they have applied to reach their internal and external audiences. Through a questionnaire composed of 52 questions, data has been collected from 13 of the best hospitals according to the Merco 2020 ranking. The results show that the composition of the Communication departments is varied and that they belong to different areas within the institutions. The tools commonly used in both internal and external communication have been expanded to deal with the pandemic and new content has been created, adapted to different audiences, with the aim of remaining a reliable source of information about the disease and retaining the trust of both employees and patients. The conclusions indicate that the health crisis has transformed the work routines of the internal and external communication departments and that it has helped them to become more agile, immediate and reactive. The strategic management of crisis communication has been fundamental in the private hospital environment to successfully confront the pandemic and will be fundamental in the future to address the challenges brought about by the New Normality. [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.)

Corporate social responsibility (CSR) has an impact on the reputation of companies and institutions, so its management is also crucial from a communicative perspective. Stakeholders –not just consumers– demand that companies take a position on the main problems that affect society and act conscientiously, resulting in a constant evolution of CSR communication. The purpose of this research is to examine successful CSR communication practices based on a study of the most award-winning campaigns of 2018. Qualitative content analysis is applied as the research methodology. Specifically, the PR Daily Corporate Social Responsibility Awards, Cannes Lions PR Lions, and IPRA Golden World Awards are analyzed, focusing on a total of 29 actions and programs awarded in the CSR categories. The categories analyzed are client, sector, geographic scope, implementer, topic, objective, public(s), and techniques, tactics, and channels used. The analysis of the results reveals successful practices such as the alignment of CSR actions with the UN sustainable development goals (SDGs) (especially gender equality and women’s empowerment, reduction of inequalities, and environmental protection), the linking of CSR issues with the mission and purpose of organizations (especially by technology companies that seek to promote scientific–technological careers among young women), the involvement of employees in the implementation of CSR actions (which shows a more comprehensive conception of CSR management), and finally, the use of bidirectional channels to favor dialogue between organizations and their stakeholders. [ABSTRACT FROM AUTHOR]

In the context of the socioeconomic crisis of recent years in Spain, in which NGOs and social movements have had to face significant communication challenges and opportunities, this paper analyzes the case of Las Kellys, an organization for hotel maids created in 2016 that has used storytelling in its public relations actions with the media to successfully transfer to society its claims to improve their labor rights. Qualitative and quantitative methodologies are combined to evaluate the communication tools used and the impact of their actions, providing useful insights to maximize the communicative effectiveness of other organizations, especially NGOs, through first-person narratives, with fully authentic, familiar and colloquial language. [ABSTRACT FROM AUTHOR]

The expansion of digital communication technologies has been accompanied by the development of a “dialogical theory” of Public Relations, a theory that saw in new media the potential to implement ethical principles about dialogue to communications between organizations and publics. This article studies the current situation of the subject from two points of view: a critical literature review and discourse analysis of the 40 largest public relations consulting companies in Spain. As a result of the first component, “the unfulfilled promise” of the new media is highlighted. The analysis of the consulting discourse, on the other hand, shows the preference given to conversation and engagement as alternative concepts, the persistence of the discursive connection between digital technology and dialogic processes, as well as the existence of three basic forms this connection assumes. Theoretical and practical implications of these results are discussed. [ABSTRACT FROM AUTHOR]

Between 2004 and 2006, the two most relevant scientific associations for academics and researchers in the field of public relations and communication were set up in Spain with the mission of strengthening and disseminating research and promoting forums and networks for scientific exchange: the Association of Researchers in Public Relations (AIRP) and the Spanish Association for Communication Research (AE-IC). Based on a study of the doctoral theses presented and contributions to international conferences organized by both associations in the period between 2004 and 2018, our main objective is to determine, describe, and analyze research trends in the academic field of public relations in the Spanish context. To this end, content analysis is applied as a qualitative and quantitative method in the social sciences. Among the most relevant results, the following stand out: the predominance of women researchers in the field, public relations and digital communication as the main topics, the use of mixed methodology, and content analysis as the main research technique. The diagnosis of the evolution and management of public relations research in Spain presented herein defines the corresponding trends and challenges. [ABSTRACT FROM AUTHOR]

The goal of this article is to analyze the degree of maturity in the digital transformation of the public relations and communication departments of the companies with the highest turnover that belong to the Spanish Association of Communication Directors-Dircom by applying the model for digital transformation proposed by Westerman, Bonnet and McAfee (2012, 2014), based on the vectors of leadership and digital capacity. For this purpose, a questionnaire was sent to those responsible for communication of this type of companies. Our results identify that 73.6% of the communication departments are at an advanced stage of this transformation, conditioning cultural changes to corporate governance, the demand for new profiles, the reorganization of work, and focusing on areas where there is an improvement that maximizes the return of resources invested. 85% of these departments have an integral vision of digital communication, although they recognize that they must automate many of their processes. [ABSTRACT FROM AUTHOR]

El presente artículo pretende analizar la gestión de la comunicación en los equipos deportivos que juegan en las máximas categorías de las ligas españolas de fútbol sala, baloncesto, voleibol y balonmano, investigando, mediante entrevista semiestructurada con responsables de los mismos, la existencia o no de departamentos y planes de comunicación en su seno, el perfil académico de sus profesionales y el grado de externalización de estas labores. Se analizan, además, las diferencias existentes en la gestión comunicativa de unos y otros deportes y se reflexiona sobre esta realidad en otros ámbitos. Se trata de un estudio novedoso que parte del hecho de entender la comunicación, profesional y bien gestionada, como un reto o necesidad imprescindible para equipos de diferentes deportes y categorías, no sólo para los multimillonarios clubes de LaLiga de fútbol, a fin de conseguir mayor proyección mediática y visibilización social. En este sentido, se tomó como hipótesis de partida la existencia de una alta profesionalización en la gestión de la comunicación de los equipos analizados, dado que todos ellos compiten en su correspondiente categoría de honor. Pese a ello, ha quedado demostrado que existen grandes diferencias entre unos equipos y otros, entre unos deportes y otros y que, en todo caso, la profesionalización de la comunicación en estos ámbitos dista aún mucho de ser completa. Abstract. This article aims to analyze the management of communication in sports teams playing in the highest categories of the Spanish leagues of futsal, basketball, volleyball, and handball. The presence (or not) of team communication departments and plans, the academic profile of the staff, and the degree of outsourcing of these tasks were investigated through semi-structured interviews to those in charge of it. In addition, the differences in the communication management between sports are analyzed, reflecting on this reality in other areas. This is a novel study that originates from the understanding of professional and well managed communication as a challenge or essential need for teams of different sports and categories, not only for the multimillionaire LaLiga football clubs, in order to achieve greater media projection and social visibility. In this sense, we hypothesize that there exists a high level of professionalism in the management of communication in the teams analyzed, for they all compete in their corresponding category of honor. Despite that, great differences between teams and between sports were shown. In addition, professionalization of communication in these areas is still incomplete.

The Family Business, as a phenomenon that explains the economic dynamism of the countries, has been studied from several points of view, standing out among them the Succession, the Corporate Governance or the factors that condition its Competitiveness. On the other hand, there are fewer specific studies about organization's vision relating Communication Management and its impact on the achievement of success. The study aims to determine whether the concept of communication is considered by family entrepreneurs as a key success factor within their general vision of management and strategy. And subject to it, it tries to unravel the vision that businessmen and businesswomen have in the field of Communication from the terms related to this matter that they use most in their testimonies. Likewise, the work proceeds to characterize the different roles that these business leaders confer on Communication from the instrumental point of view, as a tool that contributes to solving specific aspects of management. The research is based on a review of the literature generated by scholars in the field of Intangible Resources and Business Reputation. It's also focused on the analysis referred to the phenomenon known as the Family Business. From this theoretical framework, the object of study is based on the stories or testimonies of the forty businessmen collected over almost 800 pages in the two volumes that set up the work of KPMG entitled Those who leave their mark. The content and speech analysis techniques are used for their study. The work confirms the importance of Communication in the transmission of the values that guide the activity of companies and make a difference with respect to their key competitors; hence, the intangibles that contribute to the configuration of business reputation. Likewise, based on the businessmen's own testimonies, the instrumental functions that businessmen confer on Communication for the achievement of their corporate and business objectives are identified. As highlight in the study, the management of business intangibles is one of the latest and most important innovations in modern business management, and its leading role is the result of the evolution of strategic management towards new value niches within companies and its Communication's development. Besides, in recent years, Communication has shifted its focus from the product to the brand, image and reputation of the companies. Furthermore, within the resources included in the category of intangibles, reputation has become the real territory in which companies compete to win the favor of their clients and consolidate their position in the markets. This relevance acquired by reputation has led some authors to speak of the "reputation economy" to refer to the new economic and social paradigm in which we find ourselves. [ABSTRACT FROM AUTHOR]

The study analyses the main challenges perceived by communication consulting sector in Spain in a post-convergence context. An in-depth questionnaire to communication agency professionals and content analysis of their corporate websites and social platforms was used as methodology. The results point to a situation in transition between old and new practices, in which digitalisation is perceived as a current need and a challenge to sector's adaptation capacity, while only some agencies use the new channels offered by Internet for their own management of transparency and online visibility. A double reactivity is detected: with respect to their vision of the future, and to digital brand leadership. The research provides clues that can help researchers, professors and professionals to evaluate the sector and detect adaptation needs for the present and the future. [ABSTRACT FROM AUTHOR]

Copyright of Revista El Directivo al Día is the property of Centro de Informacion y Gestion Tecnologica (CIGET) 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 El Directivo al Día is the property of Centro de Informacion y Gestion Tecnologica (CIGET) 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 Retos: Nuevas Perspectivas de Educación Física, Deporte y Recreación is the property of Federacion Espanola de Asociaciones de Docentes de Educacion Fisica 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 article aims to discuss how the public relations narratives can impact people and business by working with individuality based on a transparent relationships, affection, respect and trust with diverse kind of audiences. The study reflects on narratives that can lead the public relations professionals to become agents actively engaged with a society more inclusive and humanized. For a society that seeks the capacity to be more equitable and fair, it is also necessary to change the communications techniques of organizations, by making it interpersonal and centered on the diversity of voices that are part of the world. [ABSTRACT FROM AUTHOR]

The business commitment to sport, although not in a new way, is increasingly present in managerial decisions due to the great importance and relevance of this discipline in today's society, where we find ourselves leading, in many cases, the information and interests of citizens. On the other hand, public relations techniques must be increasingly sophisticated and precise, in a media environment in which it is increasingly difficult to impact the consumer in the search for their response and action. A consumer wanting to get involved in their environment and participate in companies, through their brands, which also echoes the responsibility of brands in their day to day and in the actions closest to them. Therefore, the present work examines how the company decides the investment in sponsorship and how it carries out the evaluation of sports sponsorship in its struggle to take responsibility actions that provide intangible values difficult to achieve with the only use of advertising campaigns to the use. In order to meet the objective set out in this paper, a theoretical review has been carried out from the company's perspective and what the application of different disciplines means to achieve its objectives, reviewing concepts such as the activation of sponsorship and the evaluation of sponsorship. lay the foundations for a practical investigation that offers an image of what is happening nowadays with companies and sports. The theoretical revision has served to carry out a fieldwork by applying two techniques in two different and consecutive phases; On the one hand, in the first phase a quantitative technique has been used, such as the completion of a survey with a structured questionnaire, sent to more than 100 companies selected according to objective criteria, obtaining a response from 40 Spanish companies that develop sponsorship actions Within their communication strategies, both large organizations and SMEs have been included in the selection of the sample, in view of the need to review whether they act in the same way although with different investments or their behavior changes to different needs. The second phase has had a more qualitative technique such as the realization of a focus group to a group of specialists in sponsorship and advertising techniques, as well as public relations, with the aim of assessing and validating or not, the quantitative results and to be able to draw general conclusions, this has been a convenience sample in which the experience and knowledge have been sought in order to deepen in the treated topic. The data obtained shows how the company maximizes its sponsorship actions and its evaluation actions. The results are presented broken down, considering the two types of companies with which they have worked; for large companies and SMEs, so that the information is relevant for understanding the communicative challenge of sponsorship, taking into account the type of company and its objectives. Among the main conclusions is the need to evaluate sponsorship through strategic measures such as notoriety, image and, of course, sales. [ABSTRACT FROM AUTHOR]

This article is the first one that studies this topic in Spain and shows a kind of map about the communication that Spanish clusters are doing at the moment, as well as the professionalism of their activity. To do that, we have contacted the clusters and asked them, through a semi-structured interview, about their internal organization with regard to the communication. After that, we explain the results of the study and the conclusions. It emphasises the little communication activity developed by these organizations, compared with holding companies, which makes it difficult to achieve one of the most important goals of the clusters: improve the competitiveness of its partners. All this reveals a low level of perception in these organizations, even among those with communication managers with academic training in the field. [ABSTRACT FROM AUTHOR]

The activity of the Public Relations or of the communication in the organizations and its relation with the mass media has been an object of controversy and debate from the point of view of the ethics and deontology. The mass media are recipients of multiple activities of communication generated from the social organizations (companies, public institutions, private associations, etc). And in this relation there are voices that are questioning the role of the media and the strategies that the organizations realize across its offices of communication. This investigation tryes to analyze what the ethics codes of journalism say about the role of the sources in the editorial process; but also, it study the codes of ethics of the business associations and about professionals of the ambience of the public relations. To do that, we have been analyzed a total of ten documents of the journalistic ambience and seven documents of the ambience of the public relations. The results shows that from both ambiences the referential documents on ethics and deontology possess very similar characteristics and common trunks about the ethical guidelines that sustain and modulate the professional activity. [ABSTRACT FROM AUTHOR]

In Kuwait, there has been a drastic increase in the uses of social media platforms through online communication of products, brands and services. Many Kuwaiti entrepreneurs depend on these creative social media channels to reach their goals and shorten their path to success. Famous social media celebrities are used to endorse and promote brands on different social media platforms. Several successful online public relation projects in Kuwait proved that the use of social media is very beneficial and can lead to success and in a quicker period of time. Online PR through social media has a great effect on the decision making process of buyers and on the attitudes of the online users towards the targeted brand, company or cause. Nowadays online PR through Social Network Sites (SNSs) is overwhelmingly drawing the attention of a large number of entrepreneurs who do business communicating their products and services online. This scientific article will try to clarify the affect of online communication through different digital platforms in the state of Kuwait and their impact on people and their lives, in terms of achieving more success in their small and medium businesses. For this purpose, a large wide of investigation techniques using different kinds of methods for collecting data is used. [ABSTRACT FROM AUTHOR]

It results of an exploratory and descriptive investigation about the state of innovation and its incorporation into the business value chain starting from the execution of the business practice in PR of the Latin University of Costa Rica are presented. The participating organizations belong to relevant economic sectors of the country, at the time of the study they had presence of students of the last grade of the carreer. The instrument used was validated by the Ministry of Science, Technology and Telecommunications of Costa Rica. The objective was to examine strategy, structure, process, culture of innovation and identify the contribution of PRs as a tool for promoting innovation managed by advertisers as a differentiating element in the value chain. The findings reveal that 50% of the organizations present ambiguity in the concept of innovation, lack of measurement criteria and budget for innovation, managerial support and commitment, lack of generating spaces for new ideas and nullity of documentation of lessons learned. However, they recognize the contribution provided through PR consultancy or PR students, this has allowed them to implement creativity and innovation tools in their organizations, being useful to face the challenge of innovating in the current context. The main conclusions are that the structure of innovation is the most problematic variable, determined by indicators of management priority level with innovation; the lack of an innovation structure is evident, lack of human capital supporting the execution of projects, and little interdepartmental articulation. On the other hand, the innovation strategy stands out as the best managed variable with indicators that determine presence, definition and deployment of innovative policies, strategic objectives, establishment of goals and metrics for the scope, the intervention. This places PR as a tool for internal communication management, organizational culture and promoter of new opportunities for growth and innovative learning. [ABSTRACT FROM AUTHOR]

Over the past few years, a new trend has been to assign the communication department or communication area the coordination of social responsibility and sustainability practices. This document presents the results of research conducted on public relations practices and sustainability processes in Brazilian and Ecuadorian companies. This study is particularly relevant given the lack of sufficient academic research on public relations practices and sustainability processes in Latin-Americans companies. The study was structured in three stages: a review of specialized literature, quantitative research through questionnaires completed by 177 communications professionals in both countries, and qualitative research consisting of interviews of 18 practitioners selected from the same sample. The results reveal that the concept of sustainability has been incorporated into the countries researched as an increasingly important philosophy, both in public sector enterprises and in private companies, universities, NGOs as well as in other sectors of society. That notwithstanding, the authors point to the fact that a significant number of managers still fail to see communication as an essential asset to promote sustainability processes. [ABSTRACT FROM AUTHOR]

Aunque han pasado más de tres décadas desde que se iniciaron en el ámbito académico los estudios sobre la Teoría de la Responsabilidad Social Empresarial (RSE), resulta paradójico que en Chile sólo en estos últimos dos o tres años sea un tema de gran interés y “actualidad” en los medios de comunicación tradicionales, sin dejar de mencionar la abundante información que es posible encontrar en la Comunicación Digital, específicamente en el soporte Internet, en este caso a nivel global. Esta tardía difusión de la RSE, no ha sido tema de análisis específico en este país, sin embargo, estimamos que debiera ser un ámbito de interés para los profesionales, en este caso de las Ciencias de la Comunicación, tanto para los Relaciones Públicas como para los Periodistas, por cuanto aquí se postula que la comunicación y la información son una de las herramientas básicas de la RSE. Por tanto, como elementos coadyuvantes de la RSE, resultan imprescindible analizar el papel que juega la Comunicación y cuales son y serán el futuro de los Entornos, los cuales son necesarios que sean conocidos, reconocidos y estudiados. // Although more than three decades have passed since academic studies on the Theory of Corporate Social Responsibility (CSR) began, it seems paradoxical that this topic has only gained attention and become part of “current affairs” in traditional Chilean media –the press, radio, and television– over the past two or three years, particularly given the abundance of information available via Digital Communication, especially on the Internet. The causes for this late diffusion have not yet been the subject of in-depth analysis, but it is now considered an area of interest for professionals in the communication sciences. Therefore, I posit that communication and information are basic to CSR and must be taken into account by all business firms and social organizations. Moreover, as communication is an element that directly impacts CSR, it is essential to analyze the role that it plays and to study the present and future contexts in which it will take place.

Presentamos un estudio que pretende hacer una radiografía sobre el estado actual de la profesión de las Relaciones Públicas actual en el contexto institucional gallego. Para ello, se estudiará el trabajo de RRPP que se desarrolla desde los Ayuntamientos y el papel que juegan los profesionales de este ámbito, así como sus principales funciones, muchas veces alejadas de las propias de un Relaciones Públicas y otras, en cambio, restringidas única y exclusivamente a las de periodista u organizador de eventos. En este sentido, el trabajo aportará datos referentes a la formación originaria de los profesionales responsables de la comunicación en los Ayuntamientos más importantes de Galicia, así como la importancia que desde estas organizaciones institucionales se le concede al puesto de dirección de comunicación. // We present a study which aims to make an x-ray on the current state of the public relations profession in the Galicia institutional context. To do that, will be studied the work of public relations that develops from councils and the role of the professionals in this field, as well as its main functions, often away from their own public relations formation and other, on the other hand, restricted exclusively to the journalism and organizer of events.

Is corporate reputation one of the main concerns of companies and organizations today? Is the goal of organizations to achieve a good reputation? Why is there a current of concern to properly manage the reputation of companies? Is it possible to manage the reputation of companies? This paper aims at identifying: What is corporate reputation? Which are the main reputation monitors and assessment systems? Which are the main trends in reputation? In order to provide public relations and strategic communication professionals the necessary knowledge that enables them to manage the reputation of organizations, an adequate strategic planning of the corporate behavior of each company or organization should be perform, respecting the pillars of management such as trust, good relations, coherent communication and ethical commitment with their publics. [ABSTRACT FROM AUTHOR]