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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]

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]

Cancer hospitals manage social media platforms in a professional way to improve their relationships with internal and external stakeholders and reinforce their corporate brand. To do so, they need their health professionals to be involved: these professionals become brand ambassadors able to influence society. Nevertheless, they face different challenges: legal issues, new patients' demands, privacy-related matters, or the difficulty of disseminating scientific content. This literature review paper analyzes how cancer hospitals manage their social media platforms to improve their reputation. To do this, we carry out a systematic literature review focused on papers published in the USA and Spain, based on the Salsa framework proposed by Grant and Booth (2009). We then define an online corporate communication model allowing cancer hospitals to improve their reputation through Facebook, Twitter, and YouTube (MedPac Model for Building Cancer Hospital Brands). The paper concludes that this model is useful for cancer hospitals because it prioritizes persons (brand ambassadors) rather than companies, focuses on scientific and emotional content rather than business information, and is based on human values. [ABSTRACT FROM AUTHOR]

This study analyzes how the national tourism organizations (NTOs) of Spain and Italy managed their crisis communication to deal with Covid-19. The study examines the messages published by the Twitter accounts of the NTOs from the beginning or the detection of the first patient until one month after the official declaration of the pandemic by the World Health Organization. The results reveal two different ways of managing crisis communications in the face of Covid-19, both in the treatment of the topics and in the timing of publication, at the same time generating different reactions and engagement among users. The Agenzia Nazionale Italiana del Turismo was faster and more active in the first moments of the health crisis compared with the Oficina de Turismo de España. This study can contribute to the development of communication strategies on social media by NTOs during different periods of such crises as well as communication actions to enhance the touristic image of their destinations. [ABSTRACT FROM AUTHOR]

The Covid-19 pandemic has disrupted societies, having health, economic, political, and communication implications. Governments have had to plan and implement immediate communication strategies to explain the actions that have been taken and to manage public health campaigns. This research analyzes the Spanish Government's communication strategy at national and international level since the announcement of the state of alert on 13 March until 9 May 2020. To this end, the 71 press conferences held by the Government have been analyzed, with the participation of 414 media outlets that have asked 1,069 questions, in addition to 1,080 publications on the official accounts of La Moncloa on Facebook and Twitter and information about Spain in the two main newspapers in six countries (Belgium, France, Germany, Italy, USA, and UK). The results show a permanent presence of the Government, offering information via up to three press conferences on some days, revealing a strategy to control the subjects of discussion and their framing with warlike language associated with national unity. On social networks, the content related to administrative or service information prevails over image communication, with a clear dominance of press conferences and divergence between the communication interests of citizens versus the Government, preventing a true interaction between them. Regarding foreign press reports, 778 news items on Covid-19 in Spain were identified, with a prevalence in the US press and on economic rather than health issues. [ABSTRACT FROM AUTHOR]

The present paper discusses the use of social media when campaigning for social change in the education sector. The main focus is the analysis of the public relation strategies in use: the disclosure of real testimonials and the development of storytelling, as contents that enhance affinity and engagement towards social change. For the purpose of the analysis, two case studies were developed that discuss the campaigns of two non-governmental organizations in the educational sector, via social media: #LeonorDejaLaEscuela by Fundación Secretariado Gitano in Spain, from 2015, and #Amigo-Bagos-Douro by Bagos d'Ouro in Portugal, from 2017. The first one was implemented mainly on Twitter -- one of the most well-known social network in use today --, while the other one used WhatsApp -- the most popular mobile messenger --, as means of campaigning for broader access to education. The study aimed to answer the following research question: what is the role of social media in nonprofit organizations public relations strategies? This equation expressed two scientific objectives: (1st) to deepen the knowledge on the ability of social media to produce communicative interaction; and (2nd) to (re)frame public relations within communication for development strategies. The analysis demonstrates that social media have greatly contributed to change the way public relations strategies within the third sector are conducted. In fact, social media may play a key role in nonprofit communication: by lobbying for social causes, creating alliances, raising money, mobilizing volunteers, engaging traditional media and community relations, or by advocating for policy reform. [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]

The article addresses the Sevilla Fútbol Club S.A.D.'s advertisement campaign during the visit of 'Game of Thrones' stars to the Sánchez Pizjuán stadium. The research analyzes the contents generated by the club on Twitter and Instagram social media, and the information management carried out by the online media as a result of this act. The main hypothesis, confirmed, is that this action provided positives effects on the club's corporate image. [ABSTRACT FROM AUTHOR]

This study analyses the trends and visibility of research on public relations in the most relevant Spanish media and communication journals between the years 2000 and 2012. Bibliometrics and content analysis are used to show the reduced presence of articles on public relations in these publications. A trend towards gender parity in authorship is confirmed in the sample, as well as a plurality of universities and a variety of research themes. The study also proves preference for generic questions rather than for specialised topics. Another finding is that almost one fourth of the specific articles on this discipline do not contain the term "public relations". This can hint towards the need to have a specific high-impact publication on public relations to bring together and provide visibility to the contributions of researchers in this field. [ABSTRACT FROM AUTHOR]

Taking an exploratory and qualitative approach, this research seeks to understand journalists' perception of public relations practice in Spain. More specifically, a twofold objective is pursued: to identify the most accepted PR practices and to know what PR practitioner profiles are best valued by media professionals. To achieve both objectives, 40 journalists have been interviewed. The results obtained point to journalists tending to consider public relations activity as necessary and useful. However, some public relations practices are labelled as bad practices and, therefore, they become a potential source of conflict between both communication disciplines. Although the research conducted is not statistically representative, a clear consensus emerges in some issues. Besides the general conclusions concerning journalists' perception of PR professionals and their practices, this research has also provided - as a not less valuable sub-product - a set of recommendations. Such recommendations can help PR practitioners to optimize their work when they aim to earn media attention for their companies or institutions. [ABSTRACT FROM AUTHOR]

E-commerce has become a relevant opportunity of doing business for all those entrepreneurs who want to develop their activity on the Internet. Nowadays, on-line sales are one of the segments with a largest growth despite the hard economic conjuncture we are involved in. The number of sales shows this as a sector in full expansion that walks towards its consolidation, especially in the fashion sector. However, in spite of the fact that the big textile groups of our country have already incorporated virtual shops in their webs, there are a lot of small and medium textile companies that still have not made use of this new tool offered by the net. In the fashion field, e-commerce is a communication tool that goes beyond commercial transactions on Internet. It is not only the act of purchase, but it also brings along a previous activity of public relations. In spite of this evidence, it's complicated to find reports that deal with electronic commerce that analyse something more than the numbers of sales. This fact let us see a lack of dedication in the analysis of communication. As for fashion, virtual shops have meant a far-reaching change in the process of usual purchase, because it has allowed companies get rid of the limitations of the physical market and, at the same time, if a company is able to communicate properly its e-commerce, it will also profit of showing consolidated image. The research of 15 selected companies has the aim to reveal the current situation of ecommerce in the small and medium fashion companies and also to know what use they do of it. The methodology selected and the object of analysis, will allow us to explain the place that this new tool occupies inside the fashion web site and the applications it has. Only attending to e-commerce as an instrument of communication between the company and the stakeholders we will manage to take advantage of the most of the benefits that this tool provides, and that represents a new model of business still to enforce in the mature market that represents Spanish fashion. [ABSTRACT FROM AUTHOR]

This paper offers a comparative analysis of leadership dimensions in public relations and communication management between Spain and a group of 23 countries which have participated in the Cross-Cultural Study of Leadership in Public relations and Communication Management, conducted by the University of Alabama and financed by IBM and Heymann Associates. Following the conceptual model from Meng and Berger (2011), this paper investigates the challenges faced by public relations, as well as the prerequisites of excellent leaders. Achieved results make a breakthrough in scientific knowledge about leadership in communication management, a little developed subject in academic literature, especially in Spain. [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]

Abstract: In communication between organisations and consumers, the dividing lines amongst marketing, advertising and public relations are sometimes blurred. The confusion and overlap is more marked with the advent of the Web 2.0 and the proliferation of online campaigns, and associated initiatives. This article presents the results of ten in-depth interviews held with senior managers of PR consultancies operating in Spain in order to study and evaluate how these changes are being tackled from within the sector itself. It concludes that the sector perceives the current context as a great opportunity for growing and consolidating the strategic conception of public relations. [Copyright &y& Elsevier]