Pub Date : 2019-06-25DOI: 10.5783/rirp-17-2019-03-25-48
Susana Miquel-Segarra, Gisela Gonçalves
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Pub Date : 2019-06-25DOI: 10.5783/RIRP-17-2019-08-139-164
Magdalena Mut-Camacho
espanolEl compromiso empresarial con el deporte esta cada vez mas presente en las decisiones gerenciales. El presente trabajo examina como la empresa decide la inversion y realiza la evaluacion del patrocinio deportivo. Para afrontar el objetivo se ha realizado una revision teorica, encuestas a 40 empresas espanolas y un focus group. Los datos obtenidos muestran como la empresa rentabiliza al maximo sus acciones de patrocinio y las evalua. Los resultados se presentan para grandes empresas y pymes, de forma que los resultados son relevantes para la comprension del reto comunicativo que supone el patrocinio. Entre las principales conclusiones se encuentra la necesidad de evaluar el patrocinio a traves de la notoriedad, la imagen y las ventas. EnglishThe business commitment to sport, although not in a new way, is increasingly present in managerial decisions due to the great importance and relevance of this discipline in today's society, where we find ourselves leading, in many cases, the information and interests of citizens. On the other hand, public relations techniques must be increasingly sophisticated and precise, in a media environment in which it is increasingly difficult to impact the consumer in the search for their response and action. A consumer wanting to get involved in their environment and participate in companies, through their brands, which also echoes the responsibility of brands in their day to day and in the actions closest to them. Therefore, the present work examines how the company decides the investment in sponsorship and how it carries out the evaluation of sports sponsorship in its struggle to take responsibility actions that provide intangible values difficult to achieve with the only use of advertising campaigns to the use. In order to meet the objective set out in this paper, a theoretical review has been carried out from the company's perspective and what the application of different disciplines means to achieve its objectives, reviewing concepts such as the activation of sponsorship and the evaluation of sponsorship. lay the foundations for a practical investigation that offers an image of what is happening nowadays with companies and sports. The theoretical revision has served to carry out a fieldwork by applying two techniques in two different and consecutive phases; On the one hand, in the first phase a quantitative technique has been used, such as the completion of a survey with a structured questionnaire, sent to more than 100 companies selected according to objective criteria, obtaining a response from 40 Spanish companies that develop sponsorship actions Within their communication strategies, both large organizations and SMEs have been included in the selection of the sample, in view of the need to review whether they act in the same way although with different investments or their behavior changes to different needs. The second phase has had a more qualitative technique such as the realization of a focus group
公司对体育的承诺越来越多地体现在管理决策中。这项研究的目的是评估体育赞助在巴西的影响，并评估其在巴西的影响。为了实现这一目标，我们进行了理论回顾、对40家西班牙公司的调查和一个焦点小组。获得的数据显示了公司如何使其赞助活动最大化并对其进行评估。本研究的目的是了解赞助对企业沟通的影响，以及赞助对企业沟通的影响。主要结论之一是需要通过知名度、形象和销售来评估赞助。商业对体育的承诺，虽然不是以一种新的方式，但越来越多地出现在管理决策中，因为这一学科在当今社会的巨大重要性和相关性，我们发现，在许多情况下，我们自己领导公民的信息和利益。另一方面，公共关系技术必须更加复杂和精确，在这种媒介环境中，消费者越来越难以影响他们寻求反应和行动。消费者希望通过其品牌参与到其环境中，并参与到公司中，这也反映了品牌在其日常生活中的责任以及与之密切相关的行动。因此，本文审查了该公司如何决定赞助投资，以及该公司如何将对体育赞助的评估纳入其努力，以便对仅使用广告宣传活动难以实现的提供无形价值的行动负责。为了满足本文所设定的目标，我们从公司的角度和不同学科的应用如何实现其目标进行了理论回顾，回顾了赞助激活和赞助评价等概念。lay the基础for a practical调查that offers an image of what is形象某with companies and sports。理论修订通过在两个不同的连续阶段应用两种技术，有助于开展实地工作;On the one hand, in the first阶段制定技术一直使用,如the completion of with a初级一次调查问卷,被送到to more than 100公司选定目标标准,obtaining a response from 40对西班牙companies that both large一赞助通讯战略和组织内部的行动,组织中小企业得到in the selection of the sample,所列鉴于有必要审查它们是否以同样的方式行事，尽管它们的投资不同，或它们的行为因不同的需要而发生变化。more定性阶段了第二次技术如The实现a focus group to a group of农业赞助和广告技术,as well as public relations with The aim of评估and validating or not,制定成果and to be的一般结论,this has been a而convenience sample in which The experience and knowledge sought in order to加深in The对议题。获得的数据显示了公司如何最大化其赞助行动和评估行动。考虑到与之合作的两类公司，结果是按分项列出的;对于大型公司和中小企业来说，考虑到公司的类型及其目标，这些信息对于理解赞助的沟通挑战是相关的。主要结论之一是需要通过诸如声誉、形象，当然还有销售等战略措施来评估赞助。
{"title":"Inversión y evaluación del patrocinio deportivo en España / Investment and evaluation of sports sponsorship in Spain","authors":"Magdalena Mut-Camacho","doi":"10.5783/RIRP-17-2019-08-139-164","DOIUrl":"https://doi.org/10.5783/RIRP-17-2019-08-139-164","url":null,"abstract":"espanolEl compromiso empresarial con el deporte esta cada vez mas presente en las decisiones gerenciales. El presente trabajo examina como la empresa decide la inversion y realiza la evaluacion del patrocinio deportivo. Para afrontar el objetivo se ha realizado una revision teorica, encuestas a 40 empresas espanolas y un focus group. Los datos obtenidos muestran como la empresa rentabiliza al maximo sus acciones de patrocinio y las evalua. Los resultados se presentan para grandes empresas y pymes, de forma que los resultados son relevantes para la comprension del reto comunicativo que supone el patrocinio. Entre las principales conclusiones se encuentra la necesidad de evaluar el patrocinio a traves de la notoriedad, la imagen y las ventas. EnglishThe business commitment to sport, although not in a new way, is increasingly present in managerial decisions due to the great importance and relevance of this discipline in today's society, where we find ourselves leading, in many cases, the information and interests of citizens. On the other hand, public relations techniques must be increasingly sophisticated and precise, in a media environment in which it is increasingly difficult to impact the consumer in the search for their response and action. A consumer wanting to get involved in their environment and participate in companies, through their brands, which also echoes the responsibility of brands in their day to day and in the actions closest to them. Therefore, the present work examines how the company decides the investment in sponsorship and how it carries out the evaluation of sports sponsorship in its struggle to take responsibility actions that provide intangible values difficult to achieve with the only use of advertising campaigns to the use. In order to meet the objective set out in this paper, a theoretical review has been carried out from the company's perspective and what the application of different disciplines means to achieve its objectives, reviewing concepts such as the activation of sponsorship and the evaluation of sponsorship. lay the foundations for a practical investigation that offers an image of what is happening nowadays with companies and sports. The theoretical revision has served to carry out a fieldwork by applying two techniques in two different and consecutive phases; On the one hand, in the first phase a quantitative technique has been used, such as the completion of a survey with a structured questionnaire, sent to more than 100 companies selected according to objective criteria, obtaining a response from 40 Spanish companies that develop sponsorship actions Within their communication strategies, both large organizations and SMEs have been included in the selection of the sample, in view of the need to review whether they act in the same way although with different investments or their behavior changes to different needs. The second phase has had a more qualitative technique such as the realization of a focus group ","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"9 1","pages":"139-164"},"PeriodicalIF":0.4,"publicationDate":"2019-06-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43889866","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-06-23DOI: 10.5783/REVRRPP.V9I17.591
M. Massuchin, Luenir Felizardo da Silva
Resumo Esta pesquisa faz uma analise da fanpage do governador do Estado do Maranhao, Flavio Dino (PC do B), considerado como um dos politicos mais atuantes nas redes sociais no Brasil. O artigo parte do pressuposto de que, embora a campanha oficial tenha data para comecar e terminar, os agentes politicos – especialmente aqueles que ocupam algum tipo de cargo – podem usar a comunicacao digital para obter visibilidade publica fora do periodo eleitoral. Por isso, a finalidade deste estudo e verificar como o governador utiliza sua fanpage ao longo do mandato. Para isso, sao observadas caracteristicas em torno do conteudo – apelo, estrategias e temas – e tambem os formatos de cada postagem. O corpus do trabalho e formado por 359 postagens, que corresponde ao total de publicacoes referentes aos meses de janeiro, fevereiro e marco do ano de 2018 e utiliza-se da analise de conteudo como metodologia da pesquisa. Dentre os resultados percebe-se o uso da ferramenta estrategica, especialmente como forma de prestar contas. Ha menos informacao sobre o que se passa no governo, que indicaria transparencia. Ha, por outro lado, uma especie de agenda publica do governador conjuntamente a um discurso tematico e bastante pragmatico. Se por um lado ha caracteristicas de marketing politico e profissionalizacao, percebe-se elementos que dialogam com o conceito de comunicacao publica, o que mostra um papel importante da rede social na distribuicao de informacao de interesse publico, mesmo sendo um espaco do governante e nao das instituicoes, ja que pouco e abordado sobre questoes pessoais. Palavras-chave: campanha permanente, redes sociais, comunicacao politica. Abstract This research analyzes the fanpage of the governor of the State of Maranhao, Flavio Dino (PC do B), on Facebook, considered as one of the most active politicians in social networks in Brazil. The article assumes that although the official campaign has a special time, outside the election period, political actors - especially the elected - can use internet tools to gain public visibility. Therefore, the purpose of this study is to verify how the governor uses his fanpage throughout the term. The text brings a discussion based on the concept of permanent campaign as a way to link with the public and the importance of this space for public and governmental communication, especially because the positives characteristics of social networks and the type of information that can be shared with the citizens. The article discusses how communication between representatives and representatives can go beyond visibility, offering content about transparency, accountability, closeness to followers and discussion of topics of public interest. For the analysis are observed characteristics about the content - appeal, strategies and themes - as well as the formats of each post. The corpus of empirical research consists of 359 posts, which corresponds to the total of publications made during the months of January, Februar
这项研究分析了马兰浩州州长弗拉维奥·迪诺（PC do B）的粉丝群，他被认为是巴西社交网络中最活跃的政治家之一。文章假设，尽管官方竞选活动有开始和结束日期，但政治代理人——尤其是那些担任某种职务的人——可以使用数字通信在选举期间之外获得公众知名度。因此，本研究的目的是验证州长在整个任期内是如何使用他的粉丝群的。为此，我们观察到了内容的特点——吸引力、策略和主题——以及每个帖子的格式。该作品的语料库由359个帖子组成，相当于2018年1月、2月和3月的出版物总数，并使用内容分析作为研究方法。在这些成果中，我们可以看到战略工具的使用，特别是作为一种问责方式。关于政府内部情况的信息较少，这表明政府的透明度。另一方面，还有一种总督的公共议程，以及一种主题性的、相当务实的话语。如果一方面存在政治营销和专业化的特征，我们会注意到与公共传播概念对话的元素，这表明社会网络在公共利益信息的传播中发挥着重要作用，甚至是统治者的空间，而不是机构的空间，因为很少涉及个人问题。关键词：长期竞选，社交网络，政治传播。这项研究分析了马兰浩州州长弗拉维奥·迪诺（PC do B）在脸书上的粉丝页面，他被认为是巴西社交网络中最活跃的政治家之一。文章假设，尽管官方竞选活动有一个特殊的时间，但在选举期间之外，政治行为者——尤其是当选者——可以使用互联网工具来获得公众知名度。因此，本研究的目的是验证州长在整个任期内是如何使用他的粉丝群的。本文基于永久运动的概念进行了讨论，这是一种与公众联系的方式，也是这个空间对公众和政府沟通的重要性，特别是因为社交网络的积极特征和可以与公民共享的信息类型。这篇文章讨论了代表和代表之间的沟通如何超越可见性，提供了有关透明度、问责制、与追随者的亲密关系以及对公共利益主题的讨论的内容。为了进行分析，观察到了关于内容的特征——吸引力、策略和主题——以及每个帖子的格式。实证研究语料库由359个帖子组成，相当于2018年1月、2月和3月的出版物总数。所使用的方法是内容分析。数据收集是由文章的一位作者根据文献从为这项研究制作的代码簿中进行的。在结果中，我们可以看到战略工具的使用，特别是对去政府问责制的使用。另一方面，也有人注意到，关于政府内部行动的信息较少，这将表明透明度。另一个结果显示了州长的公共议程以及主题和务实的话语，这表明政府的知名度和主题内容的呈现之间存在混合，例如关于教育、经济和基础设施。此外，纲领性话语比情感和政治话语更频繁。因此，如果一方面存在政治营销和专业化的特征，以提供可见性并展示政府的行动，另一方面我们认为与公共传播概念对话的元素，作为主题化和与追随者对话的重点，这表明了社会网络在公共利益信息分配中的重要作用，甚至是州长的空间，而不是机构的空间。关键词：永久性竞选，社交数字网络，政治传播。
{"title":"Campanha permanente nas redes sociais digitais: um estudo de caso da análise da fanpage do governador Flávio Dino, no Brasil/ Permanent campaign on digital social networks: a case study analysis of Flavio Dino’s fanpage, in Brasil","authors":"M. Massuchin, Luenir Felizardo da Silva","doi":"10.5783/REVRRPP.V9I17.591","DOIUrl":"https://doi.org/10.5783/REVRRPP.V9I17.591","url":null,"abstract":"Resumo Esta pesquisa faz uma analise da fanpage do governador do Estado do Maranhao, Flavio Dino (PC do B), considerado como um dos politicos mais atuantes nas redes sociais no Brasil. O artigo parte do pressuposto de que, embora a campanha oficial tenha data para comecar e terminar, os agentes politicos – especialmente aqueles que ocupam algum tipo de cargo – podem usar a comunicacao digital para obter visibilidade publica fora do periodo eleitoral. Por isso, a finalidade deste estudo e verificar como o governador utiliza sua fanpage ao longo do mandato. Para isso, sao observadas caracteristicas em torno do conteudo – apelo, estrategias e temas – e tambem os formatos de cada postagem. O corpus do trabalho e formado por 359 postagens, que corresponde ao total de publicacoes referentes aos meses de janeiro, fevereiro e marco do ano de 2018 e utiliza-se da analise de conteudo como metodologia da pesquisa. Dentre os resultados percebe-se o uso da ferramenta estrategica, especialmente como forma de prestar contas. Ha menos informacao sobre o que se passa no governo, que indicaria transparencia. Ha, por outro lado, uma especie de agenda publica do governador conjuntamente a um discurso tematico e bastante pragmatico. Se por um lado ha caracteristicas de marketing politico e profissionalizacao, percebe-se elementos que dialogam com o conceito de comunicacao publica, o que mostra um papel importante da rede social na distribuicao de informacao de interesse publico, mesmo sendo um espaco do governante e nao das instituicoes, ja que pouco e abordado sobre questoes pessoais. Palavras-chave: campanha permanente, redes sociais, comunicacao politica. Abstract This research analyzes the fanpage of the governor of the State of Maranhao, Flavio Dino (PC do B), on Facebook, considered as one of the most active politicians in social networks in Brazil. The article assumes that although the official campaign has a special time, outside the election period, political actors - especially the elected - can use internet tools to gain public visibility. Therefore, the purpose of this study is to verify how the governor uses his fanpage throughout the term. The text brings a discussion based on the concept of permanent campaign as a way to link with the public and the importance of this space for public and governmental communication, especially because the positives characteristics of social networks and the type of information that can be shared with the citizens. The article discusses how communication between representatives and representatives can go beyond visibility, offering content about transparency, accountability, closeness to followers and discussion of topics of public interest. For the analysis are observed characteristics about the content - appeal, strategies and themes - as well as the formats of each post. The corpus of empirical research consists of 359 posts, which corresponds to the total of publications made during the months of January, Februar","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"9 1","pages":"229-248"},"PeriodicalIF":0.4,"publicationDate":"2019-06-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49391846","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-06-23DOI: 10.5783/REVRRPP.V9I17.590
J. Riascos
Resumen La Feria de Loja es un evento comercial tradicional de la ciudad de Loja y de la region sur de Ecuador, que se ha desarrollado ininterrumpidamente por 189 anos. Desde 2016, la administracion y gestion del evento esta a cargo de la Corporacion de Ferias de Loja, buscando potenciar el emprendimiento, la innovacion y la cultura como sus ejes estrategicos. El estudio investiga y relaciona los perfiles de identidad e imagen de la Feria de Loja, a partir del analisis de su vision estrategica y de las percepciones de sus principales publicos. Se aplico una entrevista especializada al director ejecutivo de la Corporacion de Ferias de Loja y se realizaron grupos focales con tres grupos de stakeholders del evento: medios de comunicacion, empleados-colaboradores y estudiantes de segundo ano de bachillerato de los colegios de la ciudad. Los resultados muestran el perfil de identidad del evento, especificando los atributos de personalidad, institucionales y competitivos, asi como priorizandolos como principales, secundarios y perifericos. Por otra parte, se exponen los perfiles de imagen corporativa por publico estudiado y el perfil general de imagen. Finalmente, se hace una relacion de los perfiles de identidad e imagen, para detectar las brechas entre la identidad y la imagen proyectada de la Feria de Loja en sus publicos estrategicos, que a su vez representan insumos de planificacion de la comunicacion de identidad del evento. Palabras Clave: Relaciones publicas, identidad, imagen, Feria, Loja. Abstract Corporate identity and image are concepts that are intertwined and sometimes confused and distorted. Identity is what the organization is, represents its character and is shaped by its central, distinctive and lasting characteristics, according to the criteria of Gioia, Schultz a Corley (2000). The image, according to Terkla a Pagano (cited by Oliva a Prieto, 2015,117), is the public perception of an organization, is how people imagine and believe it as an institution or company. Therefore, the organization can manage its identity because it is built inside, but not its image because it is formed in the minds of its public and has no control over it. The present study investigates the values and corporate beliefs of the members and executive management of the Feria de Loja, a commercial and traditional event in the southern region of Ecuador, which has been continuously developed for 189 year, since the Liberator Simon Bolivar decreed it in 1829. Based on the research, the identity profile of the Loja Fair is established, recognizing the main, secondary and peripheral attributes. The Feria de Loja was managed by the Standing Committee of Fairs, but since 2016 the Loja Fairs Corporation was set up. Among its management objectives, it proposed to change the concept of the event, going from a purely comercial fair to promoting entrepreneurship, innovation and culture. Therefore, entrepreneurship is the core attribute of the Loja Fair, highlighting
在这方面，我们提出了一种新的方法，通过这种方法，我们可以确定在不同的情况下，在不同的情况下，在不同的情况下，在不同的情况下，在不同的情况下，在不同的情况下，在不同的情况下，在不同的情况下。自2016年以来，该活动的行政和管理由Corporacion de Ferias de Loja负责，寻求促进创业、创新和文化作为其战略轴。该研究调查并联系了Loja博览会的身份和形象概况，基于对其战略愿景和主要公众的看法的分析。对Loja博览会公司的执行董事进行了专门的采访，并与活动的三个利益相关者群体进行了焦点小组:媒体、员工合作者和城市学校的高中二年级学生。本研究的目的是通过对事件的身份特征的分析，确定事件的主要、次要和外围属性。在本研究中，我们分析了企业形象的概况，并分析了企业形象的概况。最后，我们建立了身份和形象档案的关系，以检测身份和洛亚博览会在其战略受众中的投射形象之间的差距，这反过来代表了活动身份传播的规划投入。关键词:公共关系，身份，形象，博览会，商店。抽象的企业形象和形象是相互交织、有时令人困惑和扭曲的概念。根据Gioia, Schultz a Corley(2000)的标准，身份是组织的本质，代表其特征，并由其中心、独特和持久的特征塑造。根据Terkla a Pagano (Oliva a Prieto, 2015,117)的说法，形象是公众对一个组织的看法，是人们如何想象和相信它是一个机构或公司。因此，组织可以管理其身份，因为它是在内部建立的，但不能管理它的形象，因为它是在其公众的思想中形成的，不能控制它。本研究调查Feria de Loja的成员和管理人员的价值观和企业信念，Feria de Loja是厄瓜多尔南部地区的一项商业和传统活动，自1829年解放者Simon Bolivar颁布法令以来，该活动持续发展了189年。Based on the research, the identity profile of the main Loja Fair is成立,确认,中学和peripheral attributes。Feria de Loja由fair Standing Committee管理，但自2016年以来，Loja fair Corporation成立。在其管理目标中，它建议将活动的概念从纯粹的商业博览会转变为促进创业、创新和文化。因此，企业家精神是Loja博览会的核心属性，也突出了传统和乐趣的特点。同样，通过焦点小组对三种关键元素类型的研究，展示了博览会的形象概况:媒体、员工-合作者和城市学校的高中学生。The first ones是analyzed因为to The Communication计划they are as strategies to focus所审议的Communication of The event概念,The second to The new group becomes重要由于it is The closest to The event, in弹of运作与管理,因此of being in contact with visitors and exhibitors。也因为你for some authors the image mainly概念in the内部公开,提by Berstein(1984年)。And the third group is important in the初步研究战略的通讯计划,俄罗斯确定,young people between 15和18年初old蒯庆华小于10% of the visitors, so in the editions events And actions communicative讲述的情况组织和attract this group of people,也成为一个有影响力的公共priority。每个群体的看法各不相同，企业家精神是媒体最认可的属性，但在国内公众中可见度不大，在年轻的外部受众中几乎不存在。乐趣is the main feature of the fair in the young minds of people, but it is not代表in the media。然而，对于员工和合作者来说，工作(创造就业)是事件的主要属性。最后，分析了Loja Fair的身份概况和企业形象的图形关系，以了解所呈现的差异，这是规划其身份管理的重要投入。关键词:公共关系、身份、形象、公平、商店。
{"title":"Identidad e imagen corporativas. Relación entre los perfiles de identidad e imagen de la Feria de Loja/Corporative Identity and image. Relation between the profiles of identity and image of the Feria de Lola","authors":"J. Riascos","doi":"10.5783/REVRRPP.V9I17.590","DOIUrl":"https://doi.org/10.5783/REVRRPP.V9I17.590","url":null,"abstract":"Resumen La Feria de Loja es un evento comercial tradicional de la ciudad de Loja y de la region sur de Ecuador, que se ha desarrollado ininterrumpidamente por 189 anos. Desde 2016, la administracion y gestion del evento esta a cargo de la Corporacion de Ferias de Loja, buscando potenciar el emprendimiento, la innovacion y la cultura como sus ejes estrategicos. El estudio investiga y relaciona los perfiles de identidad e imagen de la Feria de Loja, a partir del analisis de su vision estrategica y de las percepciones de sus principales publicos. Se aplico una entrevista especializada al director ejecutivo de la Corporacion de Ferias de Loja y se realizaron grupos focales con tres grupos de stakeholders del evento: medios de comunicacion, empleados-colaboradores y estudiantes de segundo ano de bachillerato de los colegios de la ciudad. Los resultados muestran el perfil de identidad del evento, especificando los atributos de personalidad, institucionales y competitivos, asi como priorizandolos como principales, secundarios y perifericos. Por otra parte, se exponen los perfiles de imagen corporativa por publico estudiado y el perfil general de imagen. Finalmente, se hace una relacion de los perfiles de identidad e imagen, para detectar las brechas entre la identidad y la imagen proyectada de la Feria de Loja en sus publicos estrategicos, que a su vez representan insumos de planificacion de la comunicacion de identidad del evento. Palabras Clave: Relaciones publicas, identidad, imagen, Feria, Loja. Abstract Corporate identity and image are concepts that are intertwined and sometimes confused and distorted. Identity is what the organization is, represents its character and is shaped by its central, distinctive and lasting characteristics, according to the criteria of Gioia, Schultz a Corley (2000). The image, according to Terkla a Pagano (cited by Oliva a Prieto, 2015,117), is the public perception of an organization, is how people imagine and believe it as an institution or company. Therefore, the organization can manage its identity because it is built inside, but not its image because it is formed in the minds of its public and has no control over it. The present study investigates the values and corporate beliefs of the members and executive management of the Feria de Loja, a commercial and traditional event in the southern region of Ecuador, which has been continuously developed for 189 year, since the Liberator Simon Bolivar decreed it in 1829. Based on the research, the identity profile of the Loja Fair is established, recognizing the main, secondary and peripheral attributes. The Feria de Loja was managed by the Standing Committee of Fairs, but since 2016 the Loja Fairs Corporation was set up. Among its management objectives, it proposed to change the concept of the event, going from a purely comercial fair to promoting entrepreneurship, innovation and culture. Therefore, entrepreneurship is the core attribute of the Loja Fair, highlighting ","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"9 1","pages":"189-208"},"PeriodicalIF":0.4,"publicationDate":"2019-06-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41374765","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-06-23DOI: 10.5783/REVRRPP.V9I17.583
Fátima Rubina Pita Rodrigues, S. Sebastião
Resumen El objetivo de este estudio es conocer las salas de prensa virtuales de las empresas que cotizan en la Bolsa de Lisboa (PSI20); y evaluar su importancia en la relacion entre las organizaciones y periodistas. Se busca identificar las principales denominaciones dadas a las salas de prensa online, su ubicacion en el sitio web de la organizacion y nivel de acceso, y el tipo de contenidos disponibles. Tambien se presentan las opiniones de periodistas portugueses de economia sobre el tipo de contenido que buscan en estas salas. Se utilizo un enfoque metodologico mixto, el analisis del contenido de los sitios web de las empresas en estudio; y un cuestionario aplicado a los periodistas portugueses de economia. Los resultados muestran que los recursos disponibles en las salas de prensa de las empresas en estudio son insuficientes. Solo tres de los sitios web analizados no tienen sala de prensa, las existentes son facilmente reconocibles y localizadas por los periodistas - por la denominacion predecible, por la ubicacion en la pagina principal y por la ausencia de barreras en el acceso a la informacion (registro o login). Palabras claves: Relaciones Publicas, Periodistas; Salas de prensa virtuales,Index PSI20 Abstract The Internet has brought new tools that allow organizations to communicate with their different publics. As journalists are one of the main interest groups for organizations, it becomes relevant to understand the changes that this medium introduces in the exercise of public relations and journalism functions, and in what way has affected the relationship between the two types of communication professionals. The new medium has caused changes in journalists' work routines, due to the new platforms that allow the dissemination of news and Internet searches that save costs and time in collecting information. Within the website, the development of online pressrooms, a space that gathers information of potential interest to journalists, facilitated the consultation and collection of information about organizations. However, previous studies on online newsrooms have shown that, although organizations increasingly rely on this tool to establish relations with journalists, their use is still incipient. The objective of this study is to understand the use of online newsrooms of companies listed on the Lisbon Stock Exchange, in Portugal (PSI20), assessing their importance in the relationship between organizations and journalists. It seeks to identify the main names given to online newsrooms, their location on the organization's website and level of access, and the type of content made available. We have also collected opinions of Portuguese economic journalists on the type of content they seek in these newsrooms. We used a mixed methodological approach with content analysis of the websites of the companies and a survey applied to Portuguese economic journalists. The results show that although only three of the websites analyzed do not have an o
{"title":"Salas de imprensa online em Portugal: a sua utilização pelas empresas do PSI 20 na sua relação com os jornalistas/Online newsrooms in Portugal: their use by PSI20 companies in their relationship with journalists","authors":"Fátima Rubina Pita Rodrigues, S. Sebastião","doi":"10.5783/REVRRPP.V9I17.583","DOIUrl":"https://doi.org/10.5783/REVRRPP.V9I17.583","url":null,"abstract":"Resumen El objetivo de este estudio es conocer las salas de prensa virtuales de las empresas que cotizan en la Bolsa de Lisboa (PSI20); y evaluar su importancia en la relacion entre las organizaciones y periodistas. Se busca identificar las principales denominaciones dadas a las salas de prensa online, su ubicacion en el sitio web de la organizacion y nivel de acceso, y el tipo de contenidos disponibles. Tambien se presentan las opiniones de periodistas portugueses de economia sobre el tipo de contenido que buscan en estas salas. Se utilizo un enfoque metodologico mixto, el analisis del contenido de los sitios web de las empresas en estudio; y un cuestionario aplicado a los periodistas portugueses de economia. Los resultados muestran que los recursos disponibles en las salas de prensa de las empresas en estudio son insuficientes. Solo tres de los sitios web analizados no tienen sala de prensa, las existentes son facilmente reconocibles y localizadas por los periodistas - por la denominacion predecible, por la ubicacion en la pagina principal y por la ausencia de barreras en el acceso a la informacion (registro o login). Palabras claves: Relaciones Publicas, Periodistas; Salas de prensa virtuales,Index PSI20 Abstract The Internet has brought new tools that allow organizations to communicate with their different publics. As journalists are one of the main interest groups for organizations, it becomes relevant to understand the changes that this medium introduces in the exercise of public relations and journalism functions, and in what way has affected the relationship between the two types of communication professionals. The new medium has caused changes in journalists' work routines, due to the new platforms that allow the dissemination of news and Internet searches that save costs and time in collecting information. Within the website, the development of online pressrooms, a space that gathers information of potential interest to journalists, facilitated the consultation and collection of information about organizations. However, previous studies on online newsrooms have shown that, although organizations increasingly rely on this tool to establish relations with journalists, their use is still incipient. The objective of this study is to understand the use of online newsrooms of companies listed on the Lisbon Stock Exchange, in Portugal (PSI20), assessing their importance in the relationship between organizations and journalists. It seeks to identify the main names given to online newsrooms, their location on the organization's website and level of access, and the type of content made available. We have also collected opinions of Portuguese economic journalists on the type of content they seek in these newsrooms. We used a mixed methodological approach with content analysis of the websites of the companies and a survey applied to Portuguese economic journalists. The results show that although only three of the websites analyzed do not have an o","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"9 1","pages":"209-228"},"PeriodicalIF":0.4,"publicationDate":"2019-06-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44629282","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-06-23DOI: 10.5783/REVRRPP.V9I17.594
Elena Millán Celis
Gestion de la comunicacion en instituciones de Carlos de las Heras, Isabel Ruiz y Francisco Javier Paniagua versa sobre todos los aspectos esenciales que giran en torno a la comunicacion institucional y sobre la importancia de coordinar estrategias de comunicacion desde las organizaciones. Abstract Communication Management in Institutions written by Carlos de las Heras, Isabel Ruiz and Francisco Javier Paniagua is a book about the key aspects of communication in any kind of institutions.
Carlos de las Heras、Isabel Ruiz和Francisco Javier Paniagua的机构沟通管理涉及围绕机构沟通的所有基本方面，以及协调组织沟通战略的重要性。Carlos de las Heras、Isabel Ruiz和Francisco Javier Paniagua撰写的《机构中的沟通管理》是一本关于任何类型机构沟通关键方面的书。
{"title":"Reseña del libro Gestión de la comunicación en instituciones / Book Review Communication Management in Institutions","authors":"Elena Millán Celis","doi":"10.5783/REVRRPP.V9I17.594","DOIUrl":"https://doi.org/10.5783/REVRRPP.V9I17.594","url":null,"abstract":"Gestion de la comunicacion en instituciones de Carlos de las Heras, Isabel Ruiz y Francisco Javier Paniagua versa sobre todos los aspectos esenciales que giran en torno a la comunicacion institucional y sobre la importancia de coordinar estrategias de comunicacion desde las organizaciones. Abstract Communication Management in Institutions written by Carlos de las Heras, Isabel Ruiz and Francisco Javier Paniagua is a book about the key aspects of communication in any kind of institutions.","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"9 1","pages":"249-252"},"PeriodicalIF":0.4,"publicationDate":"2019-06-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43236526","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-06-23DOI: 10.5783/REVRRPP.V9I17.576
Gema María Lobillo Mora, E. S. Lozano
Resumen La investigacion se ha enmarcado en el estudio de la gestion de la comunicacion organizacional en el deporte, con el enfoque en las redes sociales como canales estrategicos para establecer las relaciones con los fans de futbol. Olabe (2012) y Ginesta (2011) han estudiado su influencia en la comunicacion con los distintos publicos de las entidades deportivas. Sin embargo, son limitados los estudios de valor de la presencia e interaccion mutua entre los clubes y sus jugadores estrella en sus respectivas estrategias digitales de comunicacion corporativa basadas interactividad, influencia y publicity . El objetivo del estudio es demostrar la relacion estrategica de la comunicacion digital de los clubes de futbol mas importantes en la Liga de Futbol Profesional (Real Madrid CF y FC Barcelona), con sus deportistas mas mediaticos (Cristiano Ronaldo y Leo Messi) en Facebook, Twitter e Instagram. Para ello, se ha utilizado una triangulacion metodologica, centrada en analitica Web 2.0 y analisis del contenido, abarcando el periodo de la competicion de la LFP y descanso. Los resultados demuestran un alto rendimiento de perfiles en cuanto a actividad, popularidad y valor publicitario. Las conclusiones confirman la relacion comunicacional entre los jugadores profesionales con sus respectivos clubes, desarrollando una clara vision de su estrategia comunicativa. Los clubes estudiados realizan estrategias distintas para sus jugadores; asi como los jugadores estudiados tienen una marcada diferencia en cuanto a el objetivo de sus publicaciones en redes sociales. Palabras clave: relaciones publicas, comunicacion organizacional, deporte, redes sociales, Real Madrid CF, FC Barcelona. Abstract The research framework are studies of the management of organizational communication in sport, with the particular focus on social networks as strategic channels to establish relationships with football fans. Olabe (2012) and Ginesta (2011) demonstrated the influence of communication with different audiences of sports entities. However, there we can observe the limited number of studies on the mutual interaction between football clubs and their star players in their respective digital strategies of corporate communication based on interactivity, influence, and publicity. The objective of the study is to demonstrate the strategic relationship established via digital communication of the most important football clubs in the Professional Football League (Real Madrid CF and FC Barcelona), with their most popular athletes (Cristiano Ronaldo and Leo Messi, respectively) on Facebook, Twitter and Instagram. The choice of these networks is motivated by the wide use and application in case of both clubs and players (except for the FC Barcelona player, Messi who does not have a Twitter profile by the time of the study). A methodological triangulation has been used, centered on Web 2.0 analytics and content analysis of social networks, covering the period of the LFP competition and
因此，本文提出了一种新的方法，通过这种方法，研究人员可以确定哪些变量是最重要的，哪些变量是最重要的。Olabe(2012)和Ginesta(2011)研究了它对体育实体与不同受众沟通的影响。然而，在基于互动性、影响力和知名度的数字企业传播策略中，对俱乐部和明星球员之间存在和相互互动的价值研究有限。这项研究的目的是展示职业足球联赛中最重要的足球俱乐部(皇家马德里CF和巴塞罗那FC)与他们在Facebook、Twitter和Instagram上最具媒体影响力的运动员(克里斯蒂亚诺·罗纳尔多和里奥·梅西)之间的数字传播战略关系。本研究的目的是分析LFP比赛期间的LFP比赛和休息期间的内容分析。结果表明，在活动、知名度和广告价值方面，个人资料表现较高。本研究的目的是确定职业球员与他们的俱乐部之间的沟通关系，并对他们的沟通策略有一个清晰的愿景。被研究的俱乐部对他们的球员有不同的策略;此外，被研究的玩家在社交网络上发布的目标也有显著差异。关键词:公共关系，组织传播，体育，社交网络，皇家马德里CF，巴塞罗那FC。该研究框架是对体育组织传播管理的研究，特别关注社交网络作为与球迷建立关系的战略手段。Olabe(2012)和Ginesta(2011)展示了传播对体育实体不同受众的影响。然而，我们可以观察到，关于足球俱乐部及其明星球员在各自基于互动性、影响力和公共性的数字企业传播策略中相互互动的研究数量有限。这项研究的目的是展示职业足球联盟中最重要的足球俱乐部(皇家马德里CF和巴塞罗那FC)与他们最受欢迎的运动员(克里斯蒂亚诺·罗纳尔多和里奥·梅西)在Facebook、Twitter和Instagram上通过数字沟通建立的战略关系。选择这些网络的动机是在俱乐部和球员的情况下广泛使用和应用(除了巴塞罗那足球俱乐部球员梅西，他在研究时没有Twitter简介)。使用了一种三角剖分方法，重点是Web 2.0分析和社交网络内容分析，涵盖了LFP竞争的时间和之后的时间。In this way, we cover运动俱乐部period and rest vacation。In this way, we can the greater strategies of the players及其确定或lesser link to their俱乐部的depending on the sport and competition activity。为了实现本研究的目标，我们使用了社交网络的在线监测和测量工具:FanPage Karma、Likelyzer和Twitonomy，因此我们能够收集大量的数据，否则是无法收集的。结果显示，在活动、知名度和广告价值方面，概况表现良好。该数据证实了职业球员与其各自俱乐部之间的沟通关系，对其沟通策略形成了清晰的看法。这项研究反映了足球俱乐部的承诺和宣传价值，并揭示了球员如何将其用于自己的业务或赞助。在这两个俱乐部的情况下，玩家在粉丝中引发了最大的互动，但他们没有通过标签在帖子中被提及，而是关键字。此外,俱乐部不同strategies for their players区域。此外，玩家在社交网络上发布内容的目的方面也表现出了显著的差异。在结论中，建议重新设计社交网络的战略，将俱乐部与其明星球员之间的对话、对话和互惠关系纳入其中，以实现超越商业效应的相互交流和促进利益。简而言之，玩家和体育实体使用社交网络是基于其自身独立的传播策略和商业利益的目标。不过，建议交叉交叉参与者和实体的战略，以放大信息并优化不同传播参与者的战略。 关键词:公共关系，组织沟通，体育管理，社会网络，皇马CF，巴塞罗那足球俱乐部
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Pub Date : 2019-06-23DOI: 10.5783/REVRRPP.V9I17.584
Sara Rebollo-Bueno
Resumen El estudio que se expone a continuacion intenta abordar el papel que tienen los think tanks en la prensa espanola. Los laboratorios de ideas centran su actividad en crear y reformular ideas con el objetivo de difundirlas a la opinion publica y que esta las acoja y las tomen como propias, la mayor parte de estas enfocadas al ambito politico. Por tanto, los medios de comunicacion tienen un papel fundamental en el desarrollo de estas organizaciones. Para la consecucion de los objetivos de este estudio se ha realizado una revision bibliografica a fondo del tema expuesto y, ademas, se desarrolla una metodologia cuantitativa a traves de un analisis de contenido de los cuatro periodicos con mayor promedio de difusion segun la Oficina de Justificacion de la Difusion (OJD). Gracias a la aplicacion de esta metodologia se han obtenido resultados y conclusiones sobre la relacion entre los laboratorios de ideas y los medios de comunicacion en Espana. Todo esto, junto al planteamiento de la pregunta de investigacion: ‘Los think tanks espanoles difunden su actividad y sus ideas a traves de medios de comunicacion afines a su ideologia politica, situandose en la misma posicion del espectro politico’. La presencia, las estrategias y las tecnicas que estas organizaciones utilizan para la difusion de su actividad son algunas de las secciones que este estudio expone. Asimismo, se obtienen conclusiones acerca de nuevos think tanks espanoles que han irrumpido en la presa, como Politikon y sus relaciones con el periodico El Pais , abriendo futuras lineas de investigacion. Palabras clave: Think tanks , laboratorios de ideas, medios de comunicacion, prensa espanola, relaciones publicas. Abstract The following study attempts to address the role of think tanks in the Spanish press. These institutions focus their activity on creating and reformulating ideas with the aim of disseminating them to the public opinion and that the latter welcomes them and takes them as its own, most of these are focused on the political themes. In addition, the information provided by think tanks that have greater participation and, therefore, appearances in the media, are characterized by achieving greater legitimacy. Therefore, the media have a fundamental role in the development of these organizations. In order to achieve the objectives of this study, an in-depth bibliographic review of the subject has been carried out, dealing with different areas that are found around these think tanks: definition, typologies, functions, objectives and the importance of communication for these institutions. It has also focused later on contextualising and characterising how these institutions are and how they carry out their activity in Spain, as the study seeks to focus on the Spanish reality. In the same way, in order to obtain a more faithful image of the state of think tanks in the Spanish territory, a quantitative methodology has been developed through an analysis of the content of the four
研究摘要暴露于continuacion力图解决作用,他们认为罐体西班牙语报纸。思想实验室的活动重点是创造和重新制定思想，目的是将它们传播给公众舆论，并让公众接受它们，并将它们视为自己的，其中大多数集中在政治领域。因此，媒体在这些组织的发展中起着至关重要的作用。consecucion对这项研究进行了一次订正目标bibliografica主题基金接触到,此外,开发metodologia定量是通过内容分析四大报纸difusion根据办公室的最大平均Justificacion difusion (OJD)。该方法的应用对西班牙的思想实验室和媒体之间的关系产生了结果和结论。所有这些，加上研究问题的方法:“西班牙智库通过与他们的政治意识形态相关的媒体传播他们的活动和思想，将自己置于政治派别的相同位置。”这些组织用于传播其活动的存在、策略和技术是本研究的一些部分。它还得出结论，新的西班牙智库已经进入大坝，如Politikon及其与el Pais的关系，为未来的研究开辟了道路。关键词:智库，智库，媒体，西班牙出版社，公共关系。以下研究试图解决智库在西班牙新闻界的作用。这些机构的活动重点是创造和重新制定思想，目的是向公众传播这些思想，而后者欢迎这些思想并自行采取这些思想，大多数机构的重点是政治主题。此外，参与程度较高、因而出现在媒体上的智库所提供的信息，其特点是具有更大的合法性。因此，媒体在这些组织的发展中起着至关重要的作用。为了实现本研究的目标，我们对该主题进行了深入的文献综述，处理了围绕这些智库发现的不同领域:定义、类型、功能、目标以及传播对这些机构的重要性。它后来还关注了这些机构的背景和特点，以及它们如何在西班牙开展活动，因为研究试图关注西班牙的现实。In the same way, In order to obtain a more五明佛学院image of the state of think罐体In the [territory,制定方法一直发达through an analysis of the content of the four newspapers with the的平均加长Difusion to the Justificacion厅(OJD):这个国家,世界前沿与ABC, by means of a systematic random k-ima取样由periods of seven days)。由于采用了这种方法，就西班牙智库与媒体之间的关系取得了成果和结论。所有这些，加上研究问题:西班牙智库是否通过与其政治意识形态相关的媒体传播其活动和思想，将自己置于政治光谱的同一位置?, which has允许会议应为结果和结论about the可能ideological affinity平均与laboratories of…的想法。这些组织用于传播其活动的存在、战略和传播技术成为极为重要的轴心，因此也与传播领域有关。应一直能够to be提that this study的结论about new [think罐体that have断into the [dam,如Politikon and its relations with the newspaper ABC国家or the characteristic case found between the newspaper and the think研究所罐体巴塞罗那的区域和城市,the newspaper accuses of已经京都to the affinity of the与the幸亏mayoress of巴塞罗那。幸亏to the讨论和结论of this study,未来lines of research are opened up, as the phenomenon of主意laboratories继续编写in Spain。关键词:智库，创意实验室，媒体，西班牙语出版社，公共关系。
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Pub Date : 2019-06-23DOI: 10.5783/REVRRPP.V9I17.570
Susana Miquel-Segarra, Gisela Gonçalves
La investigacion doctoral es fundamental para el desarrollo y consolidacion de las distintas teorias que van incorporandose a las distintas areas de conocimiento. Ademas, se le atribuye un valor anadido en la construccion del cuerpo teorico de una disciplina. Desde este punto de vista, las tesis son un indicador del estado evolutivo del desarrollo teorico y, a su vez, constituyen el origen de futuras publicaciones academicas y cientificas. Al respecto, y en el ambito de las relaciones publicas y la comunicacion corporativa, la produccion cientifica ha vivido un gran crecimiento en los ultimos anos. La defensa de tesis doctorales en el area y la ampliacion de lineas de investigacion tambien han proliferado. Sin embargo, todavia son muy escasos los estudios bibliometricos de tesis doctorales publicadas sobre las relaciones publicas y la comunicacion, y no existe ninguno que aborde la produccion conjunta y comparada entre Espana y Portugal, paises muy cercanos desde un puesto de vista cultural. Por ello, el presente trabajo quiere abordar la investigacion doctoral en el area de las relaciones publicas y la comunicacion corporativa realizada en las universidades espanolas y portuguesas entre 2006 y 2016 a partir del analisis de las tesis publicadas en sus universidades. Los resultados muestran como, si bien la produccion ha aumentado considerablemente en los ultimos anos, sigue siendo escasas y acarrean la problematica de la falta de definicion terminologica de la disciplina. Palabras clave: bibliometria, relaciones publicas, comunicacion corporativa, tesis doctorales. Abstract Doctoral research is fundamental for the development and consolidation of the different theories that are incorporated into an area of knowledge. In addition, a fundamental added value is attributed in the construction of the theoretical body of a discipline. From this point of view, the theses are an indicator of the evolutionary state of theoretical development and, in turn, constitute the origin of future academic and scientific publications. In recent years, scientific production in the field of public relations and corporate communication has experienced great growth. The publication of doctoral theses also evidences this increase and in turn reflects the interest in this field of communication which, given its nature, is subject to constant change. The doctoral research and its results allow to detect trends in the research lines, as well as to appreciate the evolution in the approaches of the discipline. That is why it is interesting to know the topics, objects of study and authorship and directions of the theses, both to consolidate certain theories and to detect incipient trends. However, there are still very few bibliometric studies of published doctoral theses on public relations and communication, and there is none that addresses joint and comparative production between Spain and Portugal, countries that are very close from a cultural point of view. Therefore, t
博士研究是发展和巩固不同理论的基础，这些理论被纳入不同的知识领域。此外，它还被认为是一门学科理论体系构建的附加价值。从这个角度来看，论文是理论发展演变状态的指标，反过来，构成未来学术和科学出版物的来源。在这方面，在公共关系和企业传播领域，科学生产近年来经历了巨大的增长。该领域的博士论文答辩和研究方向的扩展也激增。然而，关于公共关系和传播的博士论文的文献计量学研究仍然很少，也没有关于西班牙和葡萄牙这两个从文化角度来看非常接近的国家之间的联合和比较生产的文献计量学研究。因此，本研究旨在通过对西班牙和葡萄牙大学在2006年至2016年间发表的论文的分析，解决公共关系和企业传播领域的博士研究。本研究的目的是分析在墨西哥国立自治大学(unam)和墨西哥国立自治大学(unam)进行的一项研究的结果，该研究的目的是分析在墨西哥国立自治大学(unam)和墨西哥国立自治大学(unam)进行的一项研究的结果。关键词:文献计量学，公共关系，企业传播，博士论文。= =地理= =根据美国人口普查，这个县的面积为，其中土地面积为，其中土地面积为。= =地理= =根据美国人口普查，这个县的面积为。From this point of view,《the设计中的state of theses are an指标理论development and, in turn》的the origin of future学术和科学出版物。近年来，公共关系和企业传播领域的科学生产取得了巨大增长。博士论文的发表也表明，这增加了人们对这一传播领域的兴趣，而这一领域的性质是不断变化的。= =地理= =根据美国人口普查，这个县的面积为，其中土地面积为，其中土地面积为。这就是为什么了解主题、研究对象、作者和论文方向是很有趣的，既要巩固某些理论，又要发现早期趋势。然而，仍然有一些关于公共关系和传播的博士论文的文献计量学研究，也没有关于西班牙和葡萄牙之间的联合和比较生产的研究，这两个国家在文化观点上非常接近。因此，本文对2006年至2016年在西班牙和葡萄牙大学开展的公共关系和企业传播领域的博士研究进行了文献计量分析。= =地理= =根据美国人口普查，该镇的土地面积为。搜索方程中使用的关键词围绕着定义该学科及其演变的不同命名(“公共关系”、“企业传播”、“战略传播”、“商业传播”和“组织传播”)展开。由于of The search给了共计64 theses that made up The analysis sample of which 84.4% (54 documents) come from忒修斯和15.6%(10通过RENATES documents)而获得的。主要结果显示，在过去两年中，西班牙和葡萄牙分析的博士论文的产量有了相当大的增加。同样，有人指出，在这两个国家，大多数人使用“公共关系”一词，而在葡萄牙使用“组织传播”一词，在西班牙使用“企业传播”一词。另一方面，与此相比，应用研究也有更大的代表，它涉及理论发展，并以一种突出的方式分析案例。这种差异在葡萄牙是最小的，在不同的研究类别(理论发展、应用研究和内省研究)之间可以观察到某种平衡。最后，发现的主要限制是将关键字搜索限制在文档的“标题”字段，以及可能在数据库本身的记录中产生的缺陷。关键词:文献计量学，公共关系，企业传播，博士论文。
{"title":"Análisis bibliométrico de tesis doctorales sobre Relaciones Públicas en España y Portugal (2006/2016)/Bibliometric analysis of doctoral theses on Public Relations in Spain and Portugal (2006/2016)","authors":"Susana Miquel-Segarra, Gisela Gonçalves","doi":"10.5783/REVRRPP.V9I17.570","DOIUrl":"https://doi.org/10.5783/REVRRPP.V9I17.570","url":null,"abstract":"La investigacion doctoral es fundamental para el desarrollo y consolidacion de las distintas teorias que van incorporandose a las distintas areas de conocimiento. Ademas, se le atribuye un valor anadido en la construccion del cuerpo teorico de una disciplina. Desde este punto de vista, las tesis son un indicador del estado evolutivo del desarrollo teorico y, a su vez, constituyen el origen de futuras publicaciones academicas y cientificas. Al respecto, y en el ambito de las relaciones publicas y la comunicacion corporativa, la produccion cientifica ha vivido un gran crecimiento en los ultimos anos. La defensa de tesis doctorales en el area y la ampliacion de lineas de investigacion tambien han proliferado. Sin embargo, todavia son muy escasos los estudios bibliometricos de tesis doctorales publicadas sobre las relaciones publicas y la comunicacion, y no existe ninguno que aborde la produccion conjunta y comparada entre Espana y Portugal, paises muy cercanos desde un puesto de vista cultural. Por ello, el presente trabajo quiere abordar la investigacion doctoral en el area de las relaciones publicas y la comunicacion corporativa realizada en las universidades espanolas y portuguesas entre 2006 y 2016 a partir del analisis de las tesis publicadas en sus universidades. Los resultados muestran como, si bien la produccion ha aumentado considerablemente en los ultimos anos, sigue siendo escasas y acarrean la problematica de la falta de definicion terminologica de la disciplina. Palabras clave: bibliometria, relaciones publicas, comunicacion corporativa, tesis doctorales. Abstract Doctoral research is fundamental for the development and consolidation of the different theories that are incorporated into an area of knowledge. In addition, a fundamental added value is attributed in the construction of the theoretical body of a discipline. From this point of view, the theses are an indicator of the evolutionary state of theoretical development and, in turn, constitute the origin of future academic and scientific publications. In recent years, scientific production in the field of public relations and corporate communication has experienced great growth. The publication of doctoral theses also evidences this increase and in turn reflects the interest in this field of communication which, given its nature, is subject to constant change. The doctoral research and its results allow to detect trends in the research lines, as well as to appreciate the evolution in the approaches of the discipline. That is why it is interesting to know the topics, objects of study and authorship and directions of the theses, both to consolidate certain theories and to detect incipient trends. However, there are still very few bibliometric studies of published doctoral theses on public relations and communication, and there is none that addresses joint and comparative production between Spain and Portugal, countries that are very close from a cultural point of view. Therefore, t","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"9 1","pages":"25-48"},"PeriodicalIF":0.4,"publicationDate":"2019-06-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42449958","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-06-23DOI: 10.5783/REVRRPP.V9I17.578
A. Rincón, Pedro Antonio Hellín Ortuño
El presente articulo trata sobre la identidad visual corporativa de las empresas como tecnica transversal de relaciones publicas. En primer lugar y a traves de una revision bibliografica, tratamos de acotar y definir los conceptos usados tradicionalmente para referirse a los elementos de la identidad visual corporativa. A continuacion, y mediante un analisis cualitativo, obtenemos datos sobre como gestionan estos recursos las empresas con mejor reputacion corporativa, segun el Monitor Empresarial de Reputacion Corporativa Merco, 2018. Por ultimo y a modo de discusion, proponemos algunas pautas para la gestion de la identificacion visual grafica en las empresas, en linea con su estrategia corporativa y con vistas a responder de forma optima a las necesidades actuales de sus publicos. Palabras claves: Relaciones publicas, marca, identidad visual corporativa, organizaciones Abstract This article addresses the corporate visual identity of companies as a transversal public relations technique. First of all, we carry out a literature review of studies that provide definitions and taxonomies of brands and the identifiers of the organization at a formal level. This lets us reflect on the very concept of brand as well as corporate image, corporate identity and visual identity. Secondly, regarding the publics of an organization and more specifically the needs of said audiences with respect to the brand and identifiers, we highlight the lack of consensus regarding their classification. Only the field of public relations has shown a clear interest in identifying and creating a hierarchy of the publics that is functional and operational for research and professional praxis. This fact can be seen in the contributions of authors such as Bernays (1923) Marston (1963), Urzaiz (1971), Grunig and Hunt (1984), Villafane (1993), Solano Fleta (1995), Franca (2004) and Xifra (2005), Matilla (2007-2009), Capriotti (2009) or Miguez Gonzalez (2010). Next, based on the classification proposed by Xifra (2005) around external and internal audiences, we draw a framework of operational action of the publics focussing on corporate visual identity. Then, through a qualitative analysis, we conduct a study of the management of corporate visual identity on the corporate websites of the companies with the highest reputation in Spain. The sample is limited to the one hundred companies with the best reputation in Spain and their corporate websites, based on the ranking prepared by the Corporate Monitor of Corporate Reputation Merco from 2018. In the same way and through secondary sources and telephone consultations we investigate the existence of platforms created specifically for the internal and external management of the identity. The objective in both cases is to establish common practices in the treatment of this type of information and its possible correlation with the earlier theoretical expositions. To this end, an analysis template composed of twelve variables is introduced:
在这篇文章中，我们讨论了企业视觉识别作为一种跨领域的公共关系技术。首先，通过文献综述，我们试图界定和定义传统上用于指企业视觉识别元素的概念。接下来，通过定性分析，我们获得了关于企业声誉更好的公司如何管理这些资源的数据，根据企业声誉监测Merco, 2018。最后，作为讨论的一部分，我们提出了一些指导方针，以管理公司的图形视觉识别，符合他们的企业战略，以最佳地响应他们的受众的当前需求。关键词:公共关系，品牌，企业视觉识别，组织摘要本文将企业视觉识别作为一种横向公共关系技术。首先，我们对研究进行了文献综述，在正式层面上提供了品牌的定义和分类以及本组织的标识。这让我们反思品牌的概念以及企业形象、企业形象和视觉形象。其次，关于一个组织的受众，更具体地说，受众对品牌和标识的需求，我们强调对其分类缺乏共识。只有公共关系领域对确定和建立一个对研究和专业实践具有功能性和操作性的公共层次表现出明确的兴趣。这一事实可以在Bernays (1923) Marston(1963)、Urzaiz(1971)、Grunig and Hunt(1984)、Villafane(1993)、Solano Fleta(1995)、Franca(2004)和Xifra(2005)、Matilla(2007-2009)、Capriotti(2009)或Miguez Gonzalez(2010)等作者的贡献中看到。接下来，根据Xifra(2005)提出的外部和内部受众分类，我们设计了一个以企业视觉识别为重点的受众操作行动框架。然后，通过定性分析，我们对西班牙声誉最高的公司的企业网站上的企业视觉识别管理进行了研究。该样本仅限于在西班牙拥有最佳声誉的100家公司及其公司网站，基于Merco公司声誉监测截至2018年的排名。以同样的方式，通过二级来源和电话咨询，我们调查是否存在专门为身份的内部和外部管理而建立的平台。这两种情况的目的都是建立处理这类信息的共同做法及其与早期理论论述可能的相关性。To this end, an analysis template twelve is的变量名:2004 name and排名,列明company information about the brand or elements, business, location of the information,部门信息的特征以及提供资源,denominations过去的,availability file格式,当日of an identity management platform, access conditions and form contact with direct identity managers。最后和讨论,we propose一些准则和改善in the management of the corporate视觉识别of companies in line with their corporate战略and with the打算of最大限度the risks in the management of corporate identifiers截然不同,餐饮to the needs of the政府组织以及确保其商业价值through the correct传输identity。关键词:公共关系，品牌，企业视觉识别，组织
{"title":"La gestión estratégica de la identidad visual en las organizaciones con mejor reputación / The strategic management of visual identity in organizations","authors":"A. Rincón, Pedro Antonio Hellín Ortuño","doi":"10.5783/REVRRPP.V9I17.578","DOIUrl":"https://doi.org/10.5783/REVRRPP.V9I17.578","url":null,"abstract":"El presente articulo trata sobre la identidad visual corporativa de las empresas como tecnica transversal de relaciones publicas. En primer lugar y a traves de una revision bibliografica, tratamos de acotar y definir los conceptos usados tradicionalmente para referirse a los elementos de la identidad visual corporativa. A continuacion, y mediante un analisis cualitativo, obtenemos datos sobre como gestionan estos recursos las empresas con mejor reputacion corporativa, segun el Monitor Empresarial de Reputacion Corporativa Merco, 2018. Por ultimo y a modo de discusion, proponemos algunas pautas para la gestion de la identificacion visual grafica en las empresas, en linea con su estrategia corporativa y con vistas a responder de forma optima a las necesidades actuales de sus publicos. Palabras claves: Relaciones publicas, marca, identidad visual corporativa, organizaciones Abstract This article addresses the corporate visual identity of companies as a transversal public relations technique. First of all, we carry out a literature review of studies that provide definitions and taxonomies of brands and the identifiers of the organization at a formal level. This lets us reflect on the very concept of brand as well as corporate image, corporate identity and visual identity. Secondly, regarding the publics of an organization and more specifically the needs of said audiences with respect to the brand and identifiers, we highlight the lack of consensus regarding their classification. Only the field of public relations has shown a clear interest in identifying and creating a hierarchy of the publics that is functional and operational for research and professional praxis. This fact can be seen in the contributions of authors such as Bernays (1923) Marston (1963), Urzaiz (1971), Grunig and Hunt (1984), Villafane (1993), Solano Fleta (1995), Franca (2004) and Xifra (2005), Matilla (2007-2009), Capriotti (2009) or Miguez Gonzalez (2010). Next, based on the classification proposed by Xifra (2005) around external and internal audiences, we draw a framework of operational action of the publics focussing on corporate visual identity. Then, through a qualitative analysis, we conduct a study of the management of corporate visual identity on the corporate websites of the companies with the highest reputation in Spain. The sample is limited to the one hundred companies with the best reputation in Spain and their corporate websites, based on the ranking prepared by the Corporate Monitor of Corporate Reputation Merco from 2018. In the same way and through secondary sources and telephone consultations we investigate the existence of platforms created specifically for the internal and external management of the identity. The objective in both cases is to establish common practices in the treatment of this type of information and its possible correlation with the earlier theoretical expositions. To this end, an analysis template composed of twelve variables is introduced: ","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"9 1","pages":"97-116"},"PeriodicalIF":0.4,"publicationDate":"2019-06-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46590858","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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