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Public relations are fundamental in organisations to establish an adequate relationship between the company and its public, and in the field of relations with public authorities, lobbying has become a very important activity. Two types of action can be distinguished: direct lobbying and grassroots lobbying. The aim of this research is to determine the professional and academic profiles of Spanish lobbyists to determine which type of activity is most common. To achieve this, the professional profiles of 370 Spanish lobbyists were analysed on LinkedIn, and a questionnaire was sent to them to find out about their experience, academic background, and typical activities. The results indicate that Spanish lobbyists are organised around companies and consultancies specialising in political communication and communication advice. The need to formalise lobbying activity, explain its tasks, recognise the exercise of influence, and establish an official register is highlighted. Regarding academic training, new Spanish lobbyists have studied Communication with postgraduate degrees in Political Science and Sociology rather than legal studies, as previously thought. There is also a growing presence of women in this field. In addition, it was determined that 88% of Spanish lobbyists focus on direct lobbying, and only 12% focus on grassroots lobbying. [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]

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]

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 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]

The late incorporation of Spain into the international circuit for the publication of results of scientific research in Communication has not proved to be an obstacle to reaching a level similar to international research in this discipline recently. However, this development is still subject to some obstacles. In this study, we carried out co-word and cocitation analyses of the intellectual and thematic structure of articles published by researchers affiliated with Spanish centers in journals indexed in the Communication category in Scopus and published between 1980 and 2020 (n = 7,422). This enables an analysis of the intellectual and thematic structure of Communication studies between 1980 and 2020 and its evolution. The aim is to contextualize this process, in a broad sense, thus establishing the similarities to and differences from European (n = 33,615) and Latin American (n = 5,160) Communication research during the same period. The results reveal a homogenization of the research interests between Spanish academics and their European counterparts during the last decade, with an emphasis on digital technologies and social networks. The first prominent studies in Spanish research have also appeared, albeit not yet becoming established as such on the international stage during the last decade. It is concluded that Spanish Communication research has developed around Journalism while the other classic disciplines (Audiovisual Communication, and Advertising and Public Relations) have not managed to consolidate a coherent and cohesive thematic and intellectual community to date, mainly due to their greater heterogeneity. [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]

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]

This paper intends to carry out an investigation about the development of the creative competence during the formation on the university degree of Advertising and Public Relations. Specifically, it seeks to find out if the study and promotion of creativity is adapted to the demands of the professional advertising sector. A triple-approach methodology was carried out based on an analysis of the content of the study plans, a questionnaire for graduate students and a panel of experts made up of academics belonging to the degree of Advertising and Public Relations. The results indicate that, although the training of these graduates seems adequate in general terms, the training received on creativity seems insufficient to respond to the demands of the market. Some of the factors that explain these trends are the excessive integration of digital competences due to the renewal of the degree or the impossibility of the academics to implement creative methodologies in the classroom due to the complicated reconciliation between the professional and academic demands they are subjected to. That is why a transformation of the university study plans of the Degree in Advertising and Public Relations is recommended to meet the labor demands related to the exercise of advertising creativity in Spain. [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 health and economic crisis caused by the coronavirus pandemic has affected the totality of the population, companies and institutions. One of the most affected sectors by this crisis is Culture, especially in the performing arts and, above all, in the live music sub-sector, where it is having the greatest impact. During these months of health emergency, restrictions on venues and mobility have caused live music to almost paralyse all its activity completely. Particularly significant, due to the great repercussions of the pandemic, is the music festival sub-sector, mainly large-scale festivals, which have had to postpone their editions to future years. Thus, 17% of the promoters of this type of event cancelled their edition, 56% postponed it, 21% were held on their dates and 6% took place, but the dates were modified, although they did not take place in the traditional way, neither in terms of programming nor in terms of capacity (BIME, 2020). But, despite this situation, the big Spanish festivals - and the smaller ones - have managed to keep some activity, either by organising smaller events, adjusted to health conditions, or through initiatives that are more distant from the live music activity itself. This article, through a case study, offers an analysis of how the management of public relations can enhance the reputation and survival prospects of music festivals. For this reason, we have focused on Bilbao BBK Live, a modern music festival which has seen its business activity almost completely paralysed. In this way, we aim to offer an analysis of the main public relations actions developed in 2020 and provide some proposals for the other festival sector on which the current pandemic has had such an impact. To do so, we conducted an in-depth interview with the communications manager of the promoter of the event, Last Tour, and studied the Instagram posts published and news from the website by the initiatives launched, through a content analysis. These activities have been targeting different audiences, from all kinds of suppliers to general attendees and sponsors. The results confirm the importance of public relations management as an essential tool in business strategy, even in times of pandemic and with business almost at a standstill. Thus, the different campaigns developed during the pandemic have managed to keep and strengthen the relationships with the different stakeholders of the event: attendees, sponsors, city of Bilbao public administrations and the mass media, although it has also focused special attention on suppliers and collaborators, vulnerable communities in its environment and other bodies in the sector that, for the last few months, have been joining forces to exert pressure on the authorities to demand a return to activity. In the same way, and thanks to the work developed by the communication departments of the festival and its promoter, Last Tour, Instagram has become a key tool in the work of marketing these activities, as well as to improve the engagement of its audience, according with the results obtained in previous research (Klara, 2019; Castro-Martínez, Pérez-Ordoñez, y Torres-Martín, 2020). [ABSTRACT FROM AUTHOR]

This study aims to identify and analyse all the doctoral theses defended in Spain that refer to the concept of "internal communication" (hereinafter IC) over a period of 34 years from 1986 to 2019 (including both). It should be noted that not all of them are specialized in IC, but that some of them refer to the concept in some way. For this purpose, a descriptive and retrospective bibliometric analysis has been used, divided into three phases: 1) Search and identification in Dialnet Plus and TESEO; 2) Analysis of a total of (n= 81) theses; 3) Graphic representation with RStudio of the relationships between advisers and chairmen of the tribunal. For this, 30 variables distributed in three dimensions (work, research team and evaluation team) have been used. 32 universities are present (85,2% of them are state owned), of which the UCM (22,2%) is the most productive, followed by the UNAV, the ULL and the UAB (all with 6,2% each). If we analyse the origin of the theses by autonomous xommunities, Madrid (28,4%), Catalonia (14,8%) and Andalusia (12,3%) are in the lead. The most prolific decade is 2010-2019 (56,8%), especially 2016 with 12,3% and in terms of languages, the theses have been presented mainly in Spanish (92,6%), with English being almost anecdotal (3,7%). Its authorship is divided close to parity with 50,6% of women and 49,4% of men. It should be noted that there is individualism in management with 71,6% of sole advisers and an average of 1.3 advisers per thesis. In addition, there is a strong dispersion of advisers and a minimal relationship with chairpeople, as only 5,1% have repeated in the management and among them, only on one occasion, they have coincided with the same chairman. It is relevant to mention that 70,4% of the first advisers are men and 80% of the professionals who have occupied this function more than once are also men. In terms of the composition of the boards, the chairmen (76,5%), the secretaries (60,5%) and the male members (71%) are the most important, and once again the UCM is the university with the greatest presence. As might be expected, the terms most used in the theses' titles revolve around "communication" and "internal" with 82,7% and 50,6% respectively. Among the descriptors, "communication" decreases to 49,4% (although it is still the most repeated) but "internal" disappears completely. There is evidence of a great diversity of items in both questions, although it is important to emphasize the use of concepts such as "strategy", "information", "influence" or "behaviour" that demonstrate the direct link between IC and public relations. By way of conclusion, it can be stated that the production of theses on internal communication in Spain has experienced a boom in the last decade thanks to state owned universities and with the UCM as the main creative and evaluative entity. Among the academics of the discipline, the figure of Alfonso-Javier Fernández-del-Moral, professor at the UCM, stands out, with two theses supervised and seven evaluation panels (five presidencies, a secretariat and a membership). Although there are no gender differences in terms of their origin, it is evident both in the management and in the tribunals, where men take especial presence. There is also the almost inexistent connection between advisers and members of the boards, and among the boards themselves. For future research work in this field, it would be interesting to delve into the main sources cited in these theses or to analyse the methodologies and tools most commonly used in them. [ABSTRACT FROM AUTHOR]

This study focuses on the perceptible interactivity processes in the corporate websites of non-traditional political actors of enormous importance in increasingly unequal societies: non-governmental organizations. To carry out this study, another similar research is taken as a reference on the methodological matter (Caprioti et al, 2016; Smolak and Castillo, 2017). In the first part of the article, we make a theoretical review about how interactivity gets to establish as an issue for public relations scholars. This is a subject that has been being studied for almost twenty years in the academic field. Then, in the methodology section, to analyze the interactivity level of these websites, a sample of seven NGOs dedicated to Development Cooperation that operate in Spain is selected. These NGOs have the greatest annual budget, and we decided to pick only the ones that do not have a religious basis. The Spanish NGOs that enter on that category are: Oxfam Intermon; Plan Internacional España; Educo; Cruz Roja Española; Save The Children España; Acción contra el Hambre y Ayuda en Acción. We carry out a content analysis is that aims to identify the expression of two categories, Information Presentation Tools and Virtual Visitor Resources. To carry out the methodology, we use a model created by the studies mentioned above. Based on the detection of these categories on each NGO website, the level of interactivity offered by these entities is analyzed, and the type of relationship they establish with their audiences is interpreted from the spaces for participation and interactivity that they promote. The analysis is complemented with the study of the "call to action" present on each web page, as a singular element of web design that aims to establish a privileged contact with the public. Among the results, we can say that several NGOs are using the same tools to get in contact with their audiences. Also, they implement different kinds of digital spaces to get more interactivity with their stakeholders. Nevertheless, we also identified that the first contact that they offer from their websites is asking for money, which might be a problem for them as non-traditional political actors who depends on their capacity of influence in the political system. This action may have an impact on the way people think about them, and the symbolic capital of these entities may be at stake. The research concludes that the NGOs that are part of the study offer high levels of interactivity on their corporate websites, however, the first contact they offer from the call to action of the web pages aims to request financial contributions, which would negatively impact in generating a long-term bond between these NGOs and their audiences. With this first contact, they are communicating that their stakeholders are just money givers, and not citizens how are committed to changing the odds of unequal situations. These results are a contribution to the existing scientific literature about public relations and interactivity on the NGOs, and invite a critical reflection on the actions of digital communication from NGOs for development, non-traditional political actors of enormous importance in the current context. [ABSTRACT FROM AUTHOR]

The present research aims to understand the current situation of strategic communication and public relations applied in the professional field of fundraising in the cultural heritage environment. It observes the current patterns used in the sector to obtain and generate longterm sustainable funding, through the stimulation of investors and International Cooperation projects from the European Union in line with UNESCO. Two international case studies are compared: Spain and Mexico, through the selection of territorial samples in Malaga and San Luis Potosi. The methodology used is based on a combination of in-depth interviews with key informants and content analysis. In the first instance, the degree of application of communication and public relations tools for strategic purposes to directly attract economic resources to the management of cultural heritage (tangible and intangible) in the region is studied. In line with the results obtained, the current parameters and key indicators of the profile of the fundraising professional in public and private cultural management are presented. [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]

In this article, we will initially review the current scenario regarding the use of new technologies by law firms, to later analyze what is the subjective view that large law firms in Spain have about the adoption of the new technological tools in their professional activity, especially in terms of communication with clients, and if they respect the existing ethical standards regarding advertising. To do this, we have developed a survey model covering the key aspects in the matter, sent to the 70 most important law firms in Spain, obtaining as a result that the use of the new tools is already a reality in issues such as document management, use of web pages or that of social networks, but not yet in other sections such as the use of Artificial Intelligence or Big Data. As far as respecting ethical standards is concerned, the opinion of the offices is that these are respected, although it can be inferred from some answers that this is not entirely the case. The development of this research is not without complications, since lawyers have traditionally been a very closed and hermetic union, reluctant to show their working methods and, even more, to vary it through the use of new tools. On the other hand, determining the sample has not been easy either, since large law firms normally operate through multiple companies, which makes it extremely difficult to discern the total turnover of each of them, beyond of the official figures that appear in the commercial registers. This is due, among other factors, to the anachronistic idea that a lawyer does not need anything more than codes and a text editor to carry out his work, since, on the other hand, communication with clients is considered as a residual aspect. That said, it should be noted that, despite all this, we have found a very high predisposition to participate in the present study, and that the responses obtained have generally been very direct and concise, without trying to avoid questions such as that of respect for professional deontology. On the negative side, perhaps we have noticed that there is a worrying degree of ignorance regarding the technological tools available for practicing the legal profession, which contrasts strongly with the existing panorama in the Anglo-Saxon market, in which the use of Big Data and Artificial Intelligence are not only an available option, but they have become essential tools and the most valuable allies when it comes to undertaking judicial strategies or communicating with their audiences. This ignorance is not about isolated cases, but, on occasions, its Communication Directors or similar figures, who consider that tools as old as SMS or telephone calls are "new communication tools". Another surprising aspect is the treatment and importance that these macro-companies make of an aspect as important as communication, surprising that on many occasions, they do not have a specific person responsible for these tasks, being frequent that these are carried out by lawyers, partners or heads of other departments. [ABSTRACT FROM AUTHOR]

Associationism, a habitual professional and academic practice in all fields, present in Spain various peculiarities in the case of Public Relations, suffering from a lack of recognition and identification as an independent discipline since its inception. In the professional field, this leads to the appearance of multiple associations that, with different names and many times obviating the words Public Relations, bring together professionals in the sector, but in the field of university research and teaching there is no such associative tradition. In order to fill this gap, AIRP, the Association of Researchers in Public Relations of Spain, was founded in 2004. 16 years after its creation, this article analyzes the meaning and usefulness of said association, both at the beginning and at present, and takes stock of the evolution of Public Relations in Spain throughout this decade and a half, in the professional field and, above all, the academic one. A methodology based on a semi-structured interview with three of the four AIRP founding professors and a content analysis of various documents, such as the census and the entity's web portal, is proposed for this. Among the results obtained, the academic impulse that the networking and associative work of the majority of Spanish researchers in the field has entailed for Public Relations, who before the existence of AIRP worked independently; a boost that translates into greater scientific recognition of the profession and a notable improvement in the indicators of scientific production associated with it, with the consequent greater presence of the discipline in the study plans and the promotion of specialized teachers. Therefore, the importance of associationism is also corroborated in the academic, non-professional sphere, especially in the case of disciplines, such as Public Relations in Spain, which needed an important work of dignity. A process to which the high level of Spanish PR researchers undoubtedly contributes, which has allowed many of them access to full professor and even professorial positions, something unthinkable a few years ago. In relation to the eternal debate on the correct translation into Spanish of the term Public Relations, the researchers are committed to maintaining the name Relaciones Públicas which, although in the professional field is elusive, in the academic field it remains, even in the name of the Degree study. Finally, in relation to the history and evolution of AIRP, the entity has notably increased the number of partners since its foundation, counting on a presence in the majority of universities that offer Advertising and Public Relations studies. This expansion, which will continue to be promoted, must be compatible, however, with its vocation as a specialized entity, absolutely focused on the study of Public Relations. The entity's most immediate challenge is the preparation of the White Paper on the Scope of Public Relations, a guide for the preparation of study plans on the subject. [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]

Background: This paper describes a participatory methodology that supports investigation of the synergistic collaboration between communities affected by infectious disease outbreak events and relevant official institutions. The core principle underlying the methodology is the recognition that synergistic relationships, characterised by mutual trust and respect, between affected communities and official institutions provide the most effective means of addressing outbreak situations.Methods: The methodological approach and lessons learned were derived from four qualitative case studies including (i) two tick-borne disease events (Crimean-Congo haemorrhagic fever in Spain, 2016, and tick-borne encephalitis in the Netherlands, 2016); and (ii) two outbreaks of acute gastroenteritis (norovirus in Iceland, 2017, and verocytotoxin-producing Escherichia coli [VTEC] in Ireland, 2018). An after-event qualitative case study approach was taken using mixed methods. The studies were conducted in collaboration with the respective national public health authorities in the affected countries by the European Centre for Disease Prevention and Control (ECDC). The analysis focused on the specific actions undertaken by the participating countries' public health and other authorities in relation to community engagement, as well as the view from the perspective of affected communities.Results: Lessons highlight the critical importance of collaborating with ECDC National Focal Points during preparation and planning and with anthropological experts. Field work for each case study was conducted over one working week, which although limiting the number of individuals and institutions involved, still allowed for rich data collection due to the close collaboration with local authorities. The methodology enabled efficient extraction of synergies between authorities and communities. Implementing the methodology required a reflexivity among fieldworkers that ackowledges that different versions of reality can co-exist in the social domain. The method allowed for potential generalisability across studies. Issues of extra attention included insider-outsider perspectives, politically sensitivity of findings, and how to deal with ethical and language issues.Conclusions: The overall objective of the assessment is to identify synergies between institutional decision-making bodies and community actors and networks before, during and after an outbreak response to a given public health emergency. The methodology is generic and could be applied to a range of public health emergencies, zoonotic or otherwise. [ABSTRACT FROM AUTHOR]

Training in competency-based learning model that the European Higher Education Area (EHEA) established is focused on university education to adapt to the needs of the occupational market. This article examines the creative and strategic skills between competencies and profiles proposed by ANECA (2005) for Degrees in Communication in Spain. In a second phase, a review of the subjects related to the creative strategy within curricula of degrees in Communication is made, from a sample of 125 degrees and 202 subjects. The results demonstrate the limited presence of the creative strategy in the curricula in Communication, being the Degrees in Advertising and Public Relations where it more frequently appears, as well as the lack of consensus in the appellation of the subjects. [ABSTRACT FROM AUTHOR]

The following is a reflection on Spanish undergraduate studies that combine the concepts of marketing and public relations. Sharing origins and often functions and specialists, both concepts have run parallel paths that have merged on multiple occasions. This evolution has been studied from different points of view. Initially, marketing experts included PR techniques as an additional tool to grant it a greater specific instrumental relevance over time. On the other hand, PR scholars have tried to dissociate themselves from marketing in order acquire an independent position within the field of communication. In Spain, these conceptual differences are currently blurred due to the creation of new university degrees and double degrees combining both disciplines. This trend is evidenced within the Spanish university market which, throughout this article, will be compared to other markets, namely the American and the British ones, as a scientific reference for both concepts, and to the Portuguese one, given its geographical proximity. We will reflect on the reasons that have led the Spanish university market to combine both concepts and to offer official studies that include them in their nomenclature, far from the historical tradition in this country, where studies in public relations have been related to the field of communication, while those in marketing have been related to the field of economics. The identification of this trend in the job market of organisational communication professionals poses new challenges to training institutions, especially to universities. [ABSTRACT FROM AUTHOR]

After analyzing the generic competences developed by the students in the Degree in Advertising and Public Relations in relation to the professional profiles that companies and institutions demand from the students in the curricular internship offers (Carretón and Lorenzo, 2016), the functions that the tutors of companies entrust to the students are described and they define the competences and professional profiles, making special emphasis in the field of public relations (Carretón and Lorenzo, 2018). In this context, through the analysis of content and the questionnaire, the aim is to describe whether there is a relationship between the tasks demanded by the companies and institutions, the preference of the students with regard to the tasks to be carried out and the profiles defined in the White Paper (2005). Despite the abundance of public relations tasks, the association with current professional profiles shows the great lack of knowledge about functions of a strategic and analytical nature. The results show some inconsistency between the tasks that the labour market demands from the students and the areas in which the students prefer to develop their profession, except for the explicit parallelism in the tasks of community manager and public relations. In addition, there is insufficient training in specific skills to prepare the PR professional, perhaps because of their misplacement at the operational levels (technical and tactical) and its conceptualization not strategic and analytical as international studies dictate. To the gap between the training received and the training requirements of the professionals who have been expressing different authors referenced, we must add some concerns far from the job opportunities. This thesis could explain the conceptual confusion, as well as its immature professionalization in Spain. The relationship reveals a necessary redefinition of professional profiles in public relations and communication, as well as an adaptation of skills in university training in public relations. With the current curriculum, this paper proposes three professional profiles at the Strategic Level: Director of Public Relations and Communication, Advertising Creative Director and 3. Director of Media Planning with the professional roles with mastery of techniques and tactics for their development at the Operational Level. However, internships define tasks but not define professional profiles and, in any case, it can help to identify the functional areas where to develop the assigned tasks. Based on this premise and, in our opinion, we consider it necessary to restructure the Study Plans where perhaps Public Relations should go it alone and with its own competences that respond to the needs of organizations, companies, society and contribute to their professionalization. [ABSTRACT FROM AUTHOR]

This investigation measures the effectiveness of media relations in campaigns on road safety and drugs. Spain is among the European countries with the highest rates of road accidents due to drug use (Instituto Nacional de Toxicología y Ciencias Forenses, 2017) and, as a result, several organizations carry out prevention campaigns. Xifra (2011) links this type of social campaigns to public relations, since media relations (Wilcox, Cameron & Xifra, 2012) are fundamental to their effect, as they amplify messages (Castillo, 2009) and influence the public agenda (McCombs & Shaw, 1972). Previous studies on this subject did not focus on television and radio campaigns that address drug addiction and road safety, thus justifying this work. To carry out this investigation, a qualitative and quantitative methodology was used, which combined semistructured interviews with leaders of organizations responsible for the creation of road safety campaigns (General Traffic Directorate, Foundation for Aid against Drug Addiction and Mapfre Foundation), with the purpose of measuring exposure to the message (Castillo & Álvarez, 2015), which includes the analysis of the coverage, economic impact and content of ten campaigns run between 2011 and 2015. The results showed that the campaigns aimed at knowledge, awareness and education, by betting on combined strategies. For this, they used mass media, in particular television. Education, deterrence and health predominated in the frameworks of the campaigns, which favoured cannabis and alcohol as dangerous substances. Regarding the media coverage of these announcements, 375 pieces of information were disseminated in four months. From the analysis of its content, the predominance of informative messages (93%), its broadcasting in news (56,2% on television and 50,6% on radio) and the news in terms of events can be highlighted. The most treated substance is alcohol (90%). Despite the interviews evidencing the use of mass media, in particular television, the low coverage and the low continuity does not make the topic present in the media or public agenda. In addition, the framework and thematization that were generated did not meet the objectives desired by the organizations that created the campaigns. [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]

This study analysed the communicative approach followed by Galician companies classified as "highly polluting" in crisis situations. Taking as a starting point the Registro Estatal de Emisiones y Fuentes Contaminantes, dependent of the Ministerio de la Transición Ecológica (PRTR Spain), the universe under study has been established and the communicative activity of the 87 companies based in Galicia with the highest polluting emissions index (sum of waste and emissions, data referring to 2016) has been analysed through in-depth interviews. The results are compared with those obtained two years ago, in the first phase of the study, when information was collected from 120 companies (data from 2014). The purpose of the study is to carry out an analysis of crisis management of this companies and thus be able to assess the communication activity in this sector, as well as its evolution in recent years (2014-2016). [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]

CEO's political activism is understood as the participation in current controversial issues, when these are not directly related to the general management or economic aspects of the firm. This study analyzes the public interventions of the presidents of 18 Spanish reference companies through the collection of public information (n = 1,952). Such information is published at their virtual press room to identify political, social or environmental issues in presidents' speeches. It is concluded that CEO activism is a challenge for organizational communication that has not yet exploited the managerial ability to intervene in issues outside the market. Climate change appears as the most attractive lever for public discourse. [ABSTRACT FROM AUTHOR]

Social networks have become key tools for organizational communication in the Spanish wine sector. The popularity that the sector is obtaining has generated the need to carry out digital public relations strategies by companies. Social networks allow increasing visibility and establishing relationships with audiences if they are managed professionally. Maintaining an active presence in social networks allows wine companies to know the opinions and preferences of stakeholders, as well as obtain notoriety and manage the digital reputation. Thus, the purpose of this study is to analyze the presence and activity of wine companies in Spain through the main social networks (Facebook, Instagram, Twitter, and YouTube). For this research, 1,656 wine companies with the highest turnover in Spain were analyzed: 33 corporate, 218 large, 517 medium and 888 small. Results exposed that companies have a majority presence in the main social networks, but their activity is low. Facebook is the social network most chosen by companies for communication with their stakeholders and Instagram, Twitter, and YouTube are the least chosen. However, the frequency of company publications is so far from the frequency recommended by experts. Spanish wine companies have an inactive presence in social networks and they bet in social networks where there is a greater penetration (ELOGIA, 2018; Kemp, 2018). Taking into account that the majority of companies have been using social networks for 4 to 9 years, low active presence seems to have an impact on the low media of companies' followers. This implies the necessity to reflect on public relations management in social networks by companies. They are limiting the possibilities offered by platforms not only to increase digital visibility but also to share organizational activities. Having a presence with a low level of activity in social networks is the same as having a rudimentary, careless, and unprofessional presence. This could affect the notoriety and digital reputation of companies. Comparing this research with other studies applied to other wine companies in countries such as Germany, the United States, Australia, and New Zealand, the use of social networks without a defined communication strategy was observed (Szolnoki, Dolan, Forbes, Thach & Goodman, 2018). The sector recognizes the power of social networks but is not making proper use of the platforms. Finally, this study is presented through a specific methodology for the analysis of communication management in social networks and has been adapted to a specific object (Spanish wine companies). As future research lines, the study of Spanish wine companies in social networks would be advanced. This involves the analysis of content management and interaction management in social networks. [ABSTRACT FROM AUTHOR]

Social Responsibility reaches professional football as well as other professional sectors of society. Citizen awareness is demanding companies, organizations and institutions committed to their environment and their impacts, and logically football clubs are no stranger to this. This approach allows the relationship between society and football to be realized from mutual commitment, responsibility and understanding (Ruiz-Mora y Guerrero-Navarro, 2018: 62). In the search for a greater connection with society, professional football clubs begin to manage their communication professionally (García, 2005) and in many cases, following a strategy based on publicity (Olabe, 2009: 121), focusing its efforts on acquiring visibility and reputation before its publics (Olabe, 2012: 148). Summers and Johnson-Morgan (2008: 180) highlight how public relations professionals should strive to connect the communication of the club and its players with their CSR activities. This study analyses how the communication of the actions and the presence in the media of professional football clubs contribute to their foundations as maximum exponents of Corporate Social Responsibility (CSR) and to the relations with their publics. In this study, CSR is considered as behaviour to promote its positive impacts. Specific objectives are to identify which topics communicated by football clubs are subject to media coverage when there are no competitions, as well as to determine the messages transmitted by the clubs, main publics addressed and their relationship with the aims of the foundations and the CSR policy. The methodology of this study uses content analysis to analyse the media presence in 22 national, regional and local digital newspapers during the weeks without official competition, to differentiate the club's corporate information from sports information. We examine 10 football clubs from LaLiga 2017/2018 and their foundations; we select 5 clubs with the higher annual budget and 5 with the lower. The period of analysis includes those weeks without official activity between 2017/18 and 2018/19 competitions. Results show the scarce media presence of clubs when issues related to results in competitions, footballers, transactions or millionaire contracts are not addressed. Likewise, we see how the media interest in corporate issues (foundations and CSR) linked to professional football clubs in Spain is limited. We can observe how only 68 news items have been obtained according to the analysis and considering the clubs under study. These data are similar for clubs with higher and lower budgets, perhaps more prominent in the latters. The CSR communication strategy of the clubs is still limited. Communicatively, clubs are committed to transmitting information about sports incidents, players, results and social actions. Therefore, the publics they are targeting are followers, subscribers, fans and families, including children and young people. Considering our objectives, we must emphasize that scarcely the presence in the media of professional football clubs contributes to the foundational purposes and their CSR policy; in addition, the few news published (compared to the large volume of the other news published), do not have a close relationship with both areas of the clubs' performance. The results obtained convey the idea that there is a limited strategic vision of the clubs when it comes to using both their media and publicity impact to value CSR principles in football and to transmit them through the media. This absence conveys a major and excessive occupation for sports issues, leaving the purpose of linking CSR strategically with the media and the media value of clubs to contribute to the relationship with their stakeholders and to improve their impacts. There is little concern to strengthen relations with the public and to respond to what is expected of an organization that sees CSR as a way to compensate for its impacts. [ABSTRACT FROM AUTHOR]

The construction of a brand-country image and the strategies of institutional identity and diplomacy have been theoretical foundations for the management of country-centered communication. In the case of the Franco dictatorship, No-Do was a propaganda instrument of the dictatorship, faithful to the principles of the regime that created it. On the other hand, folklore was one of the main instruments of cohesion during the postwar period. Its purpose was to show the particularities of each region within a unified Spain. The objective of this work is to study how folk music is used to reinforce the identity of Spain. Folk music has been relegated to the background because it is considered an artistic form of low value. That is why the works related to the use of folklore as a propaganda element are limited, disseminated and regional in nature. In addition the few works that analyze folklore as propaganda in No-Do that link folklore and politics during the Franco dictatorship approach the issue from a general perspective, attending to the political context from the anthropological and historical point of view, obviating that it is a process of creation and dissemination of image in which institutions and the use they make of public relations play a determining role. In order to meet the objective set out in this paper and given the historical nature of the research, bibliographic and documentary research is used as the main methodological tool, in which a qualitative approach predominates. However, this research is not limited to qualitative analysis, since content analysis of the No-Do is performed, also obtaining quantitative data. With the objective of studying in depth the propaganda use of folk music in No-Do, the five aspects that, according to Pizarroso, are necessary for the analysis of a historical moment from the point of view of propaganda: sender, media or channels, content, propaganda techniques and the effects or repercussion. A total of 827 documentaries have been cataloged to carry out the study. Many of them are divided into two parts: A and B. These are the totality of the No-Do numbers, issued between 1943 and 1951. Then the content analysis has been carried out, for which an analytical template has been designed that It answers the different questions related to the investigation. The results of this research not only confirm the specific weight of this musical genre in the medium studied, but also address other elements such as the main actors, promoters, recurring material, variations in trends, etc. In this way, data have been obtained that allow establishing connections between the programming of folklore in No-Do with political events. Finally, the fundamental characteristics of the image disseminated in the Newscasts have been identified. With this, it has been possible to establish the propaganda profile of this cultural manifestation and the properties that represent it in which the conjunction of music, dance and folkloric clothing become a tangible element that allows the concept of homeland to materialize. [ABSTRACT FROM AUTHOR]

The purpose of the article is to reflect the evolution of the development of seventeen Spanish public portals in relation to the availability of elements that enhance a democratic use and access of information by citizens, before and after the Spanish Transparency Law. The results show that, in this period, a slight decrease has occurred in the democratic development of the evaluated portals. [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]

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]

Picasso created his most famous painting, Guernica , in just over three weeks in 1937 after the bombing of the little town of Guernica, located in the Basque region, during the Spanish Civil War. Thousands of innocent people were injured or killed. In its sharp lines, its confusion and its distorted shapes, Guernica shows the suffering and pain of war. Rather than using color, especially vivid reds, Picasso used only black and white paint as symbols of death, mourning and tragedy. He believed that brighter colors might distract the viewer from the agony of the scene. In Guernica , most of the figures have open mouths; hear them shouting, groaning or screaming. The aim of this paper and its relevance to public relations is to examine whether and how visual communication can publicize and frame a military event, the character of military leaders, and warfare as a generic aspect of democratic self-governance. This paper proposes that rhetorical, discursive art can contribute impact to public relations efforts, by focusing attention, making issues public, and making informative, framing, and democratizing statements. Even more important is the ability of art to express moral outrage, especially when giving voice to muted interests. [ABSTRACT FROM AUTHOR]

The identity of the universities is one more piece to consider inside the puzzle of the grassroots public diplomacy. University social responsibility is not well exploited on university websites. This is the main conclusion we have reached following a comparative study of the websites of the universities of the Autonomous Region of Madrid (Spain) and those of the universities of the State of Puebla, including public, private, and Catholic Church institutions. All the universities of the Madrid region and 92.5% of those consulted in the State of Puebla have a website, but none of them gives an explicit reference on its homepage that operations are performed within all occupational aspects in accordance with the realm of university social responsibility. It would therefore be fair to say that there is no evidence of optimal exploitation of university social responsibility on the websites. When this must be considered as one element that it is necessary to include in the communicative frame of reference to obtain mutual understanding, stable, and beneficial relations for all the parts. [ABSTRACT FROM AUTHOR]

This research is based on the use of fundraising as a strategy to reinforce the relation between universities and their stakeholders. The main objective is to identify the fundraising strategies employed by Spanish universities. The design of the research is focused on the analysis of the strategies implemented by Spanish universities during the 2015/2016 academic year. To do so, the authors have looked at the 76 accredited Spanish universities that are members of the Conference of Rectors of Spanish Universities. The research includes a content analysis, from an exploratorydescriptive approach, of the information published on their web pages, annual reports, strategic plans and fundraising policies. The results of the study contemplate the current state of fundraising in Spain's universities, which needs to be explored from a more strategic perspective, both in terms of the relationships with the key stakeholders, and for the university itself in its search for excellence. The decision of the universities to seek alternative means of funding provides an opportunity for the establishment of new relationships with stakeholders, and also for the reformulation of existing relationships. We can assert that the basis of a university institution's fundraising depends on the level of corporate culture of its stakeholders, and universities have to explore this reality. The greater the sense of belonging, the greater the possibility of receiving supplementary income through the voluntary initiatives of their stakeholders. [ABSTRACT FROM AUTHOR]

This research concentrates on Teresa Dorn's contributions to the history/herstory of public relations through the analysis of her first 20 years in the profession, 15 of which were devoted to making Burson-Marsteller a prominent multinational company in Spain and Europe. The study explores the process of how Burson-Marsteller became one of the top consultancies in a country with a newly established democracy through the report of a life history. This methodology leads to a better understanding of when, why, and how the first international consultancy was settled in Spain and succeeded under the guidance of an American female practitioner. [ABSTRACT FROM AUTHOR]

Influencing mass media discourse is considered an essential part of the work carried out by think tanks. This research focuses on the influence Spanish think tanks have exercised in shaping the ubiquitous and all-pervading concept of “economic crisis” in the press of reference during 2013 and 2014. The results show that very few such entities have had even a minimally significant impact in this area, while also demonstrating that very diverse communicative strategies exist that can result in maximizing the amount of media attention gained. Consequently, despite being regarded as intelligence actors, Spanish think tanks do not seem to be so. [ABSTRACT FROM AUTHOR]

This paper aims to know the communication management by Third Sector organizations during the economic crisis, which has value to the work of these entities in a moment of trust deficit and loss of credibility in the institutions. The paper analyzes the model of staff and management of communication developed by six different profile NGOs working with groups at risk of social exclusion (Red Cross, Caritas, Charity House, CEARPV, COCEMFECV and FEAPSCV) in Valencia, tackling the situation in an autonomous region particularly affected by the crisis. [ABSTRACT FROM AUTHOR]

Business in general, and advertising in particular, recognise creativity as a crucial component of success and competitive advantage, but it has received little research attention in Public Relations (PR). This study seeks to address that neglect in relation to the understanding of how creativity is perceived and managed in PR consultancies. It involves a total of 23 interviews that included international PR creative directors as well as senior managers of PR consultancies operating in Spain. The initial findings suggest that creativity is considered a skill required by PR professionals, is seen as something valuable for clients, and is acknowledged in PR industry awards. Nevertheless, the article argues that some unhelpful myths and prejudices still exist around the area of creativity and that creative processes common elsewhere are not widely used in PR consultancies. It concludes by identifying elements that could encourage creativity within the sector. [ABSTRACT FROM AUTHOR]

The practice of public relations in Spain began during the Franco dictatorship, which was established in 1939, following a 3-year civil war. The first consultancy was opened in Barcelona in 1960, at the beginning of a period of economic growth due to a change of direction in the regime. After the end of the autarchy and international ostracism, Spain began an unprecedented economic and social transformation. Public relations thus helped businesses to make contact with an ever-better-informed media and public opinion and, in this way, contributed to economic development while simultaneously promoting associationism and improvement in the teaching of the subject. [ABSTRACT FROM PUBLISHER]

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]

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]

The article analyses the Merco 2013 Spanish companies best positioned YouTube employment, what covers: audiovisual genders, purpose, length and level of answer by users. It concludes that Spanish companies still are in an experimentation stage with the new channel, although they already include it in their strategies of external communication. It detects a fault of interest for generating dialogue with the users. The communication of CSR actions is an upward trend. [ABSTRACT FROM AUTHOR]

The growing influx of immigrants in Spain formed a new social stratification. Of all the actors involved in this migration process and the integration of welcome, the Spanish central government has a legal responsibility but also communication. Hence the analysis of how design arises and tools developed three officers of the Ministry of Labour and Immigration from the discipline of public relations and, in particular, from relations with immigrants considered minority public. The communication behavior of government evidence that this work suggests a strategy poorly defined public relations. [ABSTRACT FROM AUTHOR]

Leadership in public relations and communication management in Spain is analyzed in this paper. Following Meng and Berger's conceptual model (2011), the prerequisites and characteristics of outstanding leaders in communication are examined, as are their personal beliefs and perceptions about leadership, the major challenges facing Spanish leaders in public relations and communication management, and the strategies implemented to deal with those issues. This study is part of an international project developed in 23 countries by the Plank Center for Leadership in Public Relations at the University of Alabama. It was financed by Heyman Associates in New York and the IBM Corporation. [ABSTRACT FROM AUTHOR]