Pub Date : 2020-12-19DOI: 10.5783/REVRRPP.V10I20.660
Sónia de Sá
Resumo Os movimentos feministas afirmam-se, na atualidade, pela capacidade de envolvimento e agregacao de ativistas e de publico identificado com a causa feminista, que tem em comum tanto a luta pelos direitos das mulheres como os espacos onde criam existencia e atribuem dimensao a essa luta: as redes sociais digitais. O proposito do presente artigo e perceber as estrategias comunicacionais que estao na base desta agregacao e partilha de sentido quando a materia e o feminismo e a sua estreita ligacao com a luta pela igualdade de genero, o fim da violencia de genero ou a erradicacao do racismo. Assim, partindo do modelo proposto por Lane e Kent (2018) – Dialogic Engagement Interaction – este estudo analisa o envolvimento dialogico nas plataformas feministas portuguesas A Coletiva e o INMUNE – Instituto da Mulher Negra de Portugal. Da analise resulta, contudo, a constatacao de um baixo nivel de envolvimento dialogico entre as organizacoes e os seus publicos e, consequentemente, uma reduzida forca coletiva para travar os clusters de odio online com protagonismo crescente e com modus operandi altamente tecnologicos e eficazes (Johnson et al. , 2019). Palavras-chave : RP em rede, envolvimento dialogico, plataformas feministas Abstract Feminist movements are currently asserting themselves by the capacity of involvement and aggregation of activists and the public identified with the feminist cause, who have in common both the struggle for women's rights and the spaces where they create existence and attribute dimension to that struggle: digital social networks. The purpose of this article is to understand the communication strategies, supported by dialogue, that underlie this aggregation and sharing of meaning when it comes to feminism and its close connection with the fight for gender equality, the end of gender violence or the eradication of racism. Based on the theoretical review on networked PR (Grunig, 2009; Kent, 2017), networked dialogue (Theunissen & Wan Noordin, 2011; Smith & Taylor, 2017; and networked feminism (Fullagar, Parry and Johnson, 2019; Keller, Mendes & Ringrose, 2018; Arauna, Willem & Tortajada, 2019; Yang, Uysal & Taylor, 2017), we applied content analysis (Bardin, 2006) to publications and digital interactions on two Portuguese feminist platforms. Thus, in an adaptation of the model proposed by Lane and Kent (2018) - Dialogic Engagement Interaction - this exploratory study analyzes the dialogical involvement of Coletiva and INMUNE - Instituto da Mulher Negra de Portugal. The analysis results, however, shows a low level of dialogical involvement between organizations and their audiences and, consequently, a reduced collective force to stop online hate clusters with increasing protagonism and with highly technological and effective modus operandi . Thus, the outcomes indicate that the two platforms analyzed do not apply communication strategies through dialogue, limiting exchanges between the organization and the public to the
女性运动的简历，一个有效的，环境的能力和行动的能力，以及公众对女性运动的认同，这是一个很好的例子：作为数字社会的一部分。我的提议是，让艺术家和艺术家们成为一个沟通的平台，建立一个女性材料的基础，一个普通人、普通人和种族主义者的基础。Assim，partindo do modelo proposeto por Lane e Kent（2018）–对话参与互动–este estudo analisa o envolvimento dialogico nas plataformas feministas Portugues as A Coletiva e o INMUNE–Instituto da Mulher Negra de Portugal。分析结果表明，作为公共组织的一个持续的对话中心，这是一个持续不断的环境，因此，减少了在线通信集群的工作效率（Johnson等人，2019）。Palavras chave：RP em rede，envolvimento dialogico，plataformas feministas抽象女权主义运动目前正通过积极分子和认同女权主义事业的公众的参与和聚集能力来维护自己，她们既有争取妇女权利的斗争，也有创造存在的空间，并将这场斗争的维度归因于数字社交网络。这篇文章的目的是了解在对话的支持下，在女权主义及其与争取性别平等、结束性别暴力或根除种族主义的斗争之间的密切联系时，这种意义的聚合和共享背后的沟通策略。基于网络公关的理论综述（Grunig，2009；Kent，2017）、网络对话（Theunissen&Wan Noordin，2011；Smith和Taylor，2017；以及网络女权主义（Fullagar、Parry和Johnson，2019；Keller、Mendes和Ringrose，2018；Arauna、Willem和Tortajada，2019；Yang、Uysal和Taylor，2019），我们将内容分析（Bardin，2006）应用于两个葡萄牙女权主义平台上的出版物和数字互动。因此，根据Lane和Kent（2018）提出的模型——对话参与互动——本探索性研究分析了Coletiva和INMUNE——葡萄牙黑人研究所的对话参与。然而，分析结果显示，各组织与其受众之间的对话参与程度较低，因此，阻止网络仇恨集群的集体力量减少，其对抗性越来越强，工作方式也非常技术和有效。因此，结果表明，所分析的两个平台没有通过对话应用沟通策略，将组织和公众之间的交流限制在经典的自上而下的沟通选项，将对话参与社交数字媒体的实践总结为发布单向内容和对评论和其他反应的开放。至于提出的假设，只有一个得到了验证，考虑到1）在两个女权主义平台的内容分析中没有显著的对话参与，以及2）尽管我们无法在两个女性主义平台的属性分析中进行验证，这篇理论综述证实了这样一种观点，即网络反女权主义和仇恨集群可以由网络反女权和反仇恨集群来对抗，其传播信息的效果与前者相同。在这里，网络公关必须在行动中发挥战略和战术领导作用。这项工作还基于Lane和Kent（2018）更广泛的初步建议，提出了一个分析数字社交网络中对话参与的模型。我们提出的模型包括六类：1）评论、分享和/或表情符号的存在；2） 是否存在评论和答案；3） 对话的存在（具有五个对话原则：相互性、接近性、同理心、风险和承诺；见Kent，2017）。；4） 存在选择主题和对话流的自由（当公众和组织都有选择对话主题和流的自由时）；5） 没有议程或操纵（当无意将问题列入议程时，本质上是那些表明操纵的问题）；以及6）修辞（当参与对话的双方都采用说服策略时）。关键词：网络公关、对话参与、女权主义平台
{"title":"As RP em rede e o envolvimento dialógico em plataformas feministas (“A Coletiva” e “INMUNE”) Networked PR and dialogical engagement on feminist platforms (“A Coletiva” and “INMUNE”)","authors":"Sónia de Sá","doi":"10.5783/REVRRPP.V10I20.660","DOIUrl":"https://doi.org/10.5783/REVRRPP.V10I20.660","url":null,"abstract":"Resumo Os movimentos feministas afirmam-se, na atualidade, pela capacidade de envolvimento e agregacao de ativistas e de publico identificado com a causa feminista, que tem em comum tanto a luta pelos direitos das mulheres como os espacos onde criam existencia e atribuem dimensao a essa luta: as redes sociais digitais. O proposito do presente artigo e perceber as estrategias comunicacionais que estao na base desta agregacao e partilha de sentido quando a materia e o feminismo e a sua estreita ligacao com a luta pela igualdade de genero, o fim da violencia de genero ou a erradicacao do racismo. Assim, partindo do modelo proposto por Lane e Kent (2018) – Dialogic Engagement Interaction – este estudo analisa o envolvimento dialogico nas plataformas feministas portuguesas A Coletiva e o INMUNE – Instituto da Mulher Negra de Portugal. Da analise resulta, contudo, a constatacao de um baixo nivel de envolvimento dialogico entre as organizacoes e os seus publicos e, consequentemente, uma reduzida forca coletiva para travar os clusters de odio online com protagonismo crescente e com modus operandi altamente tecnologicos e eficazes (Johnson et al. , 2019). Palavras-chave : RP em rede, envolvimento dialogico, plataformas feministas Abstract Feminist movements are currently asserting themselves by the capacity of involvement and aggregation of activists and the public identified with the feminist cause, who have in common both the struggle for women's rights and the spaces where they create existence and attribute dimension to that struggle: digital social networks. The purpose of this article is to understand the communication strategies, supported by dialogue, that underlie this aggregation and sharing of meaning when it comes to feminism and its close connection with the fight for gender equality, the end of gender violence or the eradication of racism. Based on the theoretical review on networked PR (Grunig, 2009; Kent, 2017), networked dialogue (Theunissen & Wan Noordin, 2011; Smith & Taylor, 2017; and networked feminism (Fullagar, Parry and Johnson, 2019; Keller, Mendes & Ringrose, 2018; Arauna, Willem & Tortajada, 2019; Yang, Uysal & Taylor, 2017), we applied content analysis (Bardin, 2006) to publications and digital interactions on two Portuguese feminist platforms. Thus, in an adaptation of the model proposed by Lane and Kent (2018) - Dialogic Engagement Interaction - this exploratory study analyzes the dialogical involvement of Coletiva and INMUNE - Instituto da Mulher Negra de Portugal. The analysis results, however, shows a low level of dialogical involvement between organizations and their audiences and, consequently, a reduced collective force to stop online hate clusters with increasing protagonism and with highly technological and effective modus operandi . Thus, the outcomes indicate that the two platforms analyzed do not apply communication strategies through dialogue, limiting exchanges between the organization and the public to the ","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"10 1","pages":"05-26"},"PeriodicalIF":0.4,"publicationDate":"2020-12-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42455913","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 : 2020-12-19DOI: 10.5783/REVRRPP.V10I20.656
López del Castillo Wilderbeek, F. Leslie
La medicion economica de las acciones de comunicacion representa un area de gran interes para la comunidad academica, pero en la que no se ha conseguido aportar una solucion homogenea ni globalmente aceptada. Pese a este contexto ha emergido en la literatura sobre comunicacion el concepto conocido como retorno de la inversion (ROI) basado en el rendimiento financiero obtenido por una actividad. El estudio bibliografico del retorno de la inversion en la comunicacion, y especialmente en las relaciones publicas, senala la dificultad de convertir en dinero el exito de la actividad de los profesionales de las relaciones publicas. Esta situacion ha invitado a introducir variables no financieras para cuantificar el exito de las acciones de relaciones publicas. Sin embargo, tomando los trabajos previos sobre el tema, se puede afirmar que la evaluacion de las acciones de relaciones publicas puede tratarse desde la perspectiva del coste de oportunidad: el coste de la accion realizada respecto el coste de las otras opciones disponibles. Palabras claves : relaciones publicas, retorno de la inversion, comunicacion, coste de oportunidad Abstract This research has carried out a systematized bibliographic review to analyze how the return on investment (ROI) in communication, and specifically in public relations, has been theoretically treated. The financial measurement of communication outcomes represents a topic of great interest for the academic community because organizations need to know the real results of their communication efforts. At the same time, economic measurement turns out to be a variable that can be understood by the management of the organizations and allows them to know where the money is being spent. However, despite more than forty years of theoretical work, a homogeneous nor globally accepted solution has not yet been achieved. The bibliographical study of the return on investment in communication, and especially in public relations, shows the difficulty of turning the success of the activity of public relations professionals into money. On the one hand, there is no doubt that the ROI is directly related to financial data; on the other hand, in communication it is usual to introduce non-economic values to evaluate the results achieved. The bibliographical results indicate in the first instance that, on a quantitative level, the economic aspect is predominant in the calculation of the ROI (96.3%). In this context measurement by equivalence in advertising (AVE) is an economic model as used by professionals as it is rejected by researchers. It is based on comparing the cost of a presence in the media with the equivalent cost if it were advertising. Nevertheless, this model is criticized for the differences between advertising (a completely controlled message) and publicity (a message that is altered by the media). However, taking the previous works about the subject, it can be said that the evaluation of public relations actions can be dealt w
{"title":"El retorno de la inversión en las relaciones públicas, una revisión bibliográfica / The return on investment in public relations, a bibliographic review","authors":"López del Castillo Wilderbeek, F. Leslie","doi":"10.5783/REVRRPP.V10I20.656","DOIUrl":"https://doi.org/10.5783/REVRRPP.V10I20.656","url":null,"abstract":"La medicion economica de las acciones de comunicacion representa un area de gran interes para la comunidad academica, pero en la que no se ha conseguido aportar una solucion homogenea ni globalmente aceptada. Pese a este contexto ha emergido en la literatura sobre comunicacion el concepto conocido como retorno de la inversion (ROI) basado en el rendimiento financiero obtenido por una actividad. El estudio bibliografico del retorno de la inversion en la comunicacion, y especialmente en las relaciones publicas, senala la dificultad de convertir en dinero el exito de la actividad de los profesionales de las relaciones publicas. Esta situacion ha invitado a introducir variables no financieras para cuantificar el exito de las acciones de relaciones publicas. Sin embargo, tomando los trabajos previos sobre el tema, se puede afirmar que la evaluacion de las acciones de relaciones publicas puede tratarse desde la perspectiva del coste de oportunidad: el coste de la accion realizada respecto el coste de las otras opciones disponibles. Palabras claves : relaciones publicas, retorno de la inversion, comunicacion, coste de oportunidad Abstract This research has carried out a systematized bibliographic review to analyze how the return on investment (ROI) in communication, and specifically in public relations, has been theoretically treated. The financial measurement of communication outcomes represents a topic of great interest for the academic community because organizations need to know the real results of their communication efforts. At the same time, economic measurement turns out to be a variable that can be understood by the management of the organizations and allows them to know where the money is being spent. However, despite more than forty years of theoretical work, a homogeneous nor globally accepted solution has not yet been achieved. The bibliographical study of the return on investment in communication, and especially in public relations, shows the difficulty of turning the success of the activity of public relations professionals into money. On the one hand, there is no doubt that the ROI is directly related to financial data; on the other hand, in communication it is usual to introduce non-economic values to evaluate the results achieved. The bibliographical results indicate in the first instance that, on a quantitative level, the economic aspect is predominant in the calculation of the ROI (96.3%). In this context measurement by equivalence in advertising (AVE) is an economic model as used by professionals as it is rejected by researchers. It is based on comparing the cost of a presence in the media with the equivalent cost if it were advertising. Nevertheless, this model is criticized for the differences between advertising (a completely controlled message) and publicity (a message that is altered by the media). However, taking the previous works about the subject, it can be said that the evaluation of public relations actions can be dealt w","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"10 1","pages":"71-90"},"PeriodicalIF":0.4,"publicationDate":"2020-12-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44315252","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 : 2020-12-19DOI: 10.5783/REVRRPP.V10I20.657
Paulo Ribeiro Cardoso, Tiago Reis de Oliveira
Resumo As empresas de assessoria de imprensa tem um papel relevante na comunicacao das organizacoes e, consequentemente, uma importância significativa na adocao das novas tendencias da comunicacao. O presente trabalho aborda o impacto que a internet tem tido nas empresas de assessoria de comunicacao, pretendendo perceber ate que ponto a evolucao da internet e da comunicacao online se tem repercutido no trabalho das empresas de assessoria de imprensa, compreender de que forma estas empresas estao aadaptar-se as mudancas provocadas pela internet, e finalmente, entender como estas mudancas tem consequencias no tipo de perfil procurado pelas empresas de assessoria de imprensa. Foi utilizada uma abordagem qualitativa, com a realizacao de entrevistas individuais junto de tres perfis de participantes: agencias de assessoria de imprensa, empresas clientes daquelas agencias e especialistas da area da comunicacao, procurando obter uma perspectiva complementar e compreensiva deste fenomeno. O estudo revelou que se verifica nestas empresas uma mudanca de velhos paradigmas e a adocao de novas ferramentas, uma efetiva adequacao da comunicacao aos novos medias digitais com uma migracao para o online. Os profissionais tem nocao da necessidade de adaptacao a nova realidade, enveredando pela inovacao e reestruturacao das praticas e nas proprias empresas de assessoria de imprensa. Neste desenvolvimento de novas competencias e inevitavel que os profissionais de comunicacao tenham uma formacao solida para a qual as universidades tem um papel essencial. Palavras chave: empresas de assessoria de imprensa, comunicacao digital, , internet, redes sociais,gestao de comunicacao Abstract The increase in the use of the internet and its tools contributed to the development of communication in organizations, leading Public Relations companies in general, and those dedicated to press relations in particular, to follow this process. The present work addresses this theme focusing its attention on the impact that the internet and digital communication had on Public Relation companies. In particular, this study aims to: understand the impact of the evolution of the internet on the work and functioning of press relations companies; understand how press relations companies are adapting to the changes caused by the internet; understand how these changes have consequences on the type of professional profile sought by press relations companies. A qualitative approach was used, with the administration of a questionnaire with open questions. The sample as composed of three profiles of professionals involved in this phenomenon: professionals from press relations agencies, professionals from companies that are clients of those agencies and a third group formed by specialists in the area of communication. Thus, it was intended to obtain a complementary and comprehensive perspective of this phenomenon. The questionnaire was sent by e-mail making it possible to interview individuals who were i
{"title":"As empresas de assessoria de imprensa face aos desafios da era digital: um estudo junto aos profissionais brasileiros / Press office companies and the challenges of the digital age","authors":"Paulo Ribeiro Cardoso, Tiago Reis de Oliveira","doi":"10.5783/REVRRPP.V10I20.657","DOIUrl":"https://doi.org/10.5783/REVRRPP.V10I20.657","url":null,"abstract":"Resumo As empresas de assessoria de imprensa tem um papel relevante na comunicacao das organizacoes e, consequentemente, uma importância significativa na adocao das novas tendencias da comunicacao. O presente trabalho aborda o impacto que a internet tem tido nas empresas de assessoria de comunicacao, pretendendo perceber ate que ponto a evolucao da internet e da comunicacao online se tem repercutido no trabalho das empresas de assessoria de imprensa, compreender de que forma estas empresas estao aadaptar-se as mudancas provocadas pela internet, e finalmente, entender como estas mudancas tem consequencias no tipo de perfil procurado pelas empresas de assessoria de imprensa. Foi utilizada uma abordagem qualitativa, com a realizacao de entrevistas individuais junto de tres perfis de participantes: agencias de assessoria de imprensa, empresas clientes daquelas agencias e especialistas da area da comunicacao, procurando obter uma perspectiva complementar e compreensiva deste fenomeno. O estudo revelou que se verifica nestas empresas uma mudanca de velhos paradigmas e a adocao de novas ferramentas, uma efetiva adequacao da comunicacao aos novos medias digitais com uma migracao para o online. Os profissionais tem nocao da necessidade de adaptacao a nova realidade, enveredando pela inovacao e reestruturacao das praticas e nas proprias empresas de assessoria de imprensa. Neste desenvolvimento de novas competencias e inevitavel que os profissionais de comunicacao tenham uma formacao solida para a qual as universidades tem um papel essencial. Palavras chave: empresas de assessoria de imprensa, comunicacao digital, , internet, redes sociais,gestao de comunicacao Abstract The increase in the use of the internet and its tools contributed to the development of communication in organizations, leading Public Relations companies in general, and those dedicated to press relations in particular, to follow this process. The present work addresses this theme focusing its attention on the impact that the internet and digital communication had on Public Relation companies. In particular, this study aims to: understand the impact of the evolution of the internet on the work and functioning of press relations companies; understand how press relations companies are adapting to the changes caused by the internet; understand how these changes have consequences on the type of professional profile sought by press relations companies. A qualitative approach was used, with the administration of a questionnaire with open questions. The sample as composed of three profiles of professionals involved in this phenomenon: professionals from press relations agencies, professionals from companies that are clients of those agencies and a third group formed by specialists in the area of communication. Thus, it was intended to obtain a complementary and comprehensive perspective of this phenomenon. The questionnaire was sent by e-mail making it possible to interview individuals who were i","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":" ","pages":"91-110"},"PeriodicalIF":0.4,"publicationDate":"2020-12-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48776199","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 : 2020-12-19DOI: 10.5783/REVRRPP.V10I20.671
J. Osorio
Resumen La participacion ciudadana es un caballo de batalla de instituciones, organizaciones y empresas, intentando contar con la ciudadania para el desarrollo de actividades. Esta necesidad de participacion se ha venido desarrollando de manera presencial en actividades formativas, foros, debates, reuniones, jornadas, entre otros eventos, que se han visto directamente afectadas en su organizacion ante la situacion de crisis sanitaria mundial. Ante este marco epidemiologico, todos los organizamos se han visto abocados a trasladar al ambito digital sus actividades, pero ?todas las personas saben como participar, tiene la ciudadana lo recursos suficientes, es igual el contenido presencial que impartirlo en digital? Ante estas preguntas necesarias y actuales, obtenemos respuestas que conducen a una marcada brecha digital, que deja atras la participacion ciudadana. Palabras claves : participacion ciudadana, brecha digital, comunicacion. Abstract This article aims to show how the pandemic situation has given rise to the digital exodus of activities that were originally designed to be carried out in person, organized by public bodies (town councils, county council and the Andalusian Ministry of Employment, Training and Autonomous Work) and non-governmental organizations (associations, foundations of Andalusia), raising the following questions: Are face-to-face activities transferred to the digital sphere without adapting? Are there triggers to encourage participation? Do you offer a solution in terms of technological tools or digital literacy to access the activity? To give answers to these questions, between April and September 2020 we have analyzed 233 activities, 91 activities of public organizations and 142 of social entities: training course, informative workshops, conferences, orientation, and presentation of resources. In these activities the main areas covered were: employment, social revitalization, new technologies, gender equality, health, entrepreneurship and resources for youth. With these questions, necessary and current, we obtain answers that lead to a lack of transformation of face-to-face activities towards the digital field, which does not take advantage of the benefits of digital tools; Institutions and organizations do not take into account the degree of knowledge of the public with respect to communication channels and that they require them to know how to use, without forgetting the economic circumstance and assuming that each person has the necessary software and hardware to be a connected citizen. In parallel, we have discovered that this acceleration of the digital transformation of face-to-face activities has found social entities devoid of knowledge and materials. On the one hand, it does not have the materials to carry out the subsidized programs, but the administration requires it to develop them, and on the other hand, it does not have the resources to offer citizens quality technological services, since its mission was ba
{"title":"El espejismo de la participación ciudadana en tiempos de COVID-19 / The mirage of citizen participation in times of COVID-19","authors":"J. Osorio","doi":"10.5783/REVRRPP.V10I20.671","DOIUrl":"https://doi.org/10.5783/REVRRPP.V10I20.671","url":null,"abstract":"Resumen La participacion ciudadana es un caballo de batalla de instituciones, organizaciones y empresas, intentando contar con la ciudadania para el desarrollo de actividades. Esta necesidad de participacion se ha venido desarrollando de manera presencial en actividades formativas, foros, debates, reuniones, jornadas, entre otros eventos, que se han visto directamente afectadas en su organizacion ante la situacion de crisis sanitaria mundial. Ante este marco epidemiologico, todos los organizamos se han visto abocados a trasladar al ambito digital sus actividades, pero ?todas las personas saben como participar, tiene la ciudadana lo recursos suficientes, es igual el contenido presencial que impartirlo en digital? Ante estas preguntas necesarias y actuales, obtenemos respuestas que conducen a una marcada brecha digital, que deja atras la participacion ciudadana. Palabras claves : participacion ciudadana, brecha digital, comunicacion. Abstract This article aims to show how the pandemic situation has given rise to the digital exodus of activities that were originally designed to be carried out in person, organized by public bodies (town councils, county council and the Andalusian Ministry of Employment, Training and Autonomous Work) and non-governmental organizations (associations, foundations of Andalusia), raising the following questions: Are face-to-face activities transferred to the digital sphere without adapting? Are there triggers to encourage participation? Do you offer a solution in terms of technological tools or digital literacy to access the activity? To give answers to these questions, between April and September 2020 we have analyzed 233 activities, 91 activities of public organizations and 142 of social entities: training course, informative workshops, conferences, orientation, and presentation of resources. In these activities the main areas covered were: employment, social revitalization, new technologies, gender equality, health, entrepreneurship and resources for youth. With these questions, necessary and current, we obtain answers that lead to a lack of transformation of face-to-face activities towards the digital field, which does not take advantage of the benefits of digital tools; Institutions and organizations do not take into account the degree of knowledge of the public with respect to communication channels and that they require them to know how to use, without forgetting the economic circumstance and assuming that each person has the necessary software and hardware to be a connected citizen. In parallel, we have discovered that this acceleration of the digital transformation of face-to-face activities has found social entities devoid of knowledge and materials. On the one hand, it does not have the materials to carry out the subsidized programs, but the administration requires it to develop them, and on the other hand, it does not have the resources to offer citizens quality technological services, since its mission was ba","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"10 1","pages":"47-70"},"PeriodicalIF":0.4,"publicationDate":"2020-12-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46744414","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 : 2020-12-18DOI: 10.5783/REVRRPP.V10I20.682
Iván Puentes Rivera, Salvador Hernández Martínez, Joan Cuenca Fontbona
Resumen El asociacionismo, practica profesional y academica habitual en todos los campos, presenta en Espana diversas peculiaridades en el caso de las Relaciones Publicas, aquejadas desde sus inicios de una falta de reconocimiento e identificacion como disciplina independiente. En el ambito profesional esto deriva en la aparicion de multiples asociaciones que, con diferentes nombres y obviando en muchas ocasiones las palabras Relaciones Publicas, agrupan a los profesionales del sector, pero en el terreno de la investigacion y la docencia universitarias no existe esa tradicion asociativa. Con el objetivo de cubrir este vacio se funda en el ano 2004 AIRP, la Asociacion de Investigadores en Relaciones Publicas de Espana. Transcurridos 16 anos desde su creacion, el presente articulo analiza el sentido y utilidad de dicha asociacion, tanto en el momento inicial como en la actualidad y hace balance de la evolucion de las Relaciones Publicas en Espana a lo largo de esta decada y media, en el ambito profesional y, sobre todo, en el academico. Se propone pare ello una metodologia basada en la entrevista semiestructurada con tres de los cuatro profesores fundadores de AIRP y un analisis de contenido de diversos documentos, como el censo y el portal web de la entidad. Entre los resultados obtenidos destaca el impulso academico que para las Relaciones Publicas ha supuesto el trabajo en red y asociativo de la mayoria de investigadores espanoles en la materia, que antes de la existencia de AIRP trabajaban de modo independiente; un impulso que se traduce en un mayor reconocimiento cientifico de la profesion y en una mejora notable de los indicadores de produccion cientifica asociados a la misma, con la consiguiente mayor promocion del profesorado especializado e incremento de la presencia de la disciplina en los planes de estudios; un hecho al que contribuira la elaboracion del Libro Blanco sobre el Ambito de las Relaciones Publicas, reto mas inmediato de AIRP. Palabras clave : Relaciones Publicas, asociacion, AIRP, investigacion, universidad, Espana. Abstract 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 professio
{"title":"Relaciones Públicas y asociacionismo académico en España: AIRP, la Asociación de Investigadores en Relaciones Públicas / Public Relations and academic associationism in Spain: AIRP, the Association of Researchers in Public Relations","authors":"Iván Puentes Rivera, Salvador Hernández Martínez, Joan Cuenca Fontbona","doi":"10.5783/REVRRPP.V10I20.682","DOIUrl":"https://doi.org/10.5783/REVRRPP.V10I20.682","url":null,"abstract":"Resumen El asociacionismo, practica profesional y academica habitual en todos los campos, presenta en Espana diversas peculiaridades en el caso de las Relaciones Publicas, aquejadas desde sus inicios de una falta de reconocimiento e identificacion como disciplina independiente. En el ambito profesional esto deriva en la aparicion de multiples asociaciones que, con diferentes nombres y obviando en muchas ocasiones las palabras Relaciones Publicas, agrupan a los profesionales del sector, pero en el terreno de la investigacion y la docencia universitarias no existe esa tradicion asociativa. Con el objetivo de cubrir este vacio se funda en el ano 2004 AIRP, la Asociacion de Investigadores en Relaciones Publicas de Espana. Transcurridos 16 anos desde su creacion, el presente articulo analiza el sentido y utilidad de dicha asociacion, tanto en el momento inicial como en la actualidad y hace balance de la evolucion de las Relaciones Publicas en Espana a lo largo de esta decada y media, en el ambito profesional y, sobre todo, en el academico. Se propone pare ello una metodologia basada en la entrevista semiestructurada con tres de los cuatro profesores fundadores de AIRP y un analisis de contenido de diversos documentos, como el censo y el portal web de la entidad. Entre los resultados obtenidos destaca el impulso academico que para las Relaciones Publicas ha supuesto el trabajo en red y asociativo de la mayoria de investigadores espanoles en la materia, que antes de la existencia de AIRP trabajaban de modo independiente; un impulso que se traduce en un mayor reconocimiento cientifico de la profesion y en una mejora notable de los indicadores de produccion cientifica asociados a la misma, con la consiguiente mayor promocion del profesorado especializado e incremento de la presencia de la disciplina en los planes de estudios; un hecho al que contribuira la elaboracion del Libro Blanco sobre el Ambito de las Relaciones Publicas, reto mas inmediato de AIRP. Palabras clave : Relaciones Publicas, asociacion, AIRP, investigacion, universidad, Espana. Abstract 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 professio","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"10 1","pages":"27-46"},"PeriodicalIF":0.4,"publicationDate":"2020-12-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43997619","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}
{"title":"Relaciones Públicas en tiempos del confinamiento","authors":"","doi":"10.5783/rirp-19-2020","DOIUrl":"https://doi.org/10.5783/rirp-19-2020","url":null,"abstract":"","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":" ","pages":""},"PeriodicalIF":0.4,"publicationDate":"2020-06-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49545316","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 : 2020-06-24DOI: 10.5783/REVRRPP.V10I19.625
Carmen Carretón-Ballester, Francisco Lorenzo-Solá
Tras analizar las competencias desarrolladas por los alumnos en practicas del Grado en Publicidad y Relaciones Publicas en relacion con los perfiles profesionales que empresas e instituciones demandan al alumnado en las ofertas de practicas curriculares, en un posterior trabajo se describen las tareas/funciones que los tutores de empresas encomiendan al alumnado y que definen las competencias y nos orientan sobre los perfiles profesionales haciendo especial hincapie en el ambito de las relaciones publicas. En este contexto, mediante el analisis de contenido y el cuestionario, se pretende describir si existe coherencia entre las tareas/funciones demandadas por las empresas e instituciones y la preferencia de los alumnos en cuanto a las tareas/funciones a desarrollar, su relacion con los perfiles definidos en el Libro Blanco (2005). El analisis muestra desequilibrio, otorgando a la actividad de relaciones publicas un lugar predominante como perfil profesional prolifero en el mercado. Es necesaria una redefinicion de perfiles profesionales en comunicacion y relaciones publicas y una adecuacion de competencias en la formacion universitaria en comunicacion. Palabras claves: competencias, mercado de trabajo, perfil profesional, relaciones publicas. Abstract 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 (Carreton 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 (Carreton and Lorenzo, 2018). In this context, through the analysis of content and the questionnaire, the aim is to describe if there is a relationship between the functions demanded by companies and institutions, the preference of the students in terms of the functions to be developed and the profiles defined in the White Paper (2005). Despite the abundance of public relations tasks, the association with the current professional profiles shows the great lack of knowledge about functions of a strategic and analytical nature. The relationship reveals a necessary redefinition of professional profiles in public relations and communication, as well as an adaptation of competences in university training in public relations. Keywords: competences, labor market, professional profile, public relations.
在分析了学生在广告和公共关系学位实践中发展的能力后，与公司和机构在课程实践中要求学生的专业概况有关，在随后的工作中，我们描述了公司导师分配给学生的任务/职能，这些任务/职能定义了能力，并指导我们在公共关系领域的专业概况，特别是hincapie。在这方面,通过内容分析和调查问卷,试图描述是否被告任务/职能的企业之间的一致性和机构和学生喜好开发任务/职能而言,与配置文件中定义的关系白皮书》(2005年)。分析显示，由于专业形象在市场上激增，公共关系活动占据了主导地位。传播和公共关系方面的专业概况需要重新定义，大学传播培训的技能需要调整。关键词:能力，劳动力市场，职业概况，公共关系。Abstract After analyzing the通用权限发达by the students in the Degree in广告公司关于and Public Relations in to the professional profiles公司和机构需求from the students in the internship课程offers (Carreton和洛伦佐,2016),履行职务that the tutors of companies entrust to the students are公民and they定义权限和专业profiles,特别强调公共关系领域(卡尔顿和洛伦佐，2018)。In this context, through the analysis of content and the问卷,the aim is to描述if there is a relationship between the无论是语文by companies and履行职务,preference of the students In terms of the职务to be发达and the profiles defined In the White Paper(2005年)。尽管公共关系任务比比皆是，但与目前专业概况的联系表明，关于战略和分析性质的职能的知识严重缺乏。这种关系揭示了对公共关系和传播方面的专业概况的必要重新定义，以及对大学公共关系培训能力的调整。关键词:能力，劳动力市场，专业概况，公共关系。
{"title":"Redefiniendo el perfil profesional de relaciones públicas / Redefining the professional profile of public relations","authors":"Carmen Carretón-Ballester, Francisco Lorenzo-Solá","doi":"10.5783/REVRRPP.V10I19.625","DOIUrl":"https://doi.org/10.5783/REVRRPP.V10I19.625","url":null,"abstract":"Tras analizar las competencias desarrolladas por los alumnos en practicas del Grado en Publicidad y Relaciones Publicas en relacion con los perfiles profesionales que empresas e instituciones demandan al alumnado en las ofertas de practicas curriculares, en un posterior trabajo se describen las tareas/funciones que los tutores de empresas encomiendan al alumnado y que definen las competencias y nos orientan sobre los perfiles profesionales haciendo especial hincapie en el ambito de las relaciones publicas. En este contexto, mediante el analisis de contenido y el cuestionario, se pretende describir si existe coherencia entre las tareas/funciones demandadas por las empresas e instituciones y la preferencia de los alumnos en cuanto a las tareas/funciones a desarrollar, su relacion con los perfiles definidos en el Libro Blanco (2005). El analisis muestra desequilibrio, otorgando a la actividad de relaciones publicas un lugar predominante como perfil profesional prolifero en el mercado. Es necesaria una redefinicion de perfiles profesionales en comunicacion y relaciones publicas y una adecuacion de competencias en la formacion universitaria en comunicacion. Palabras claves: competencias, mercado de trabajo, perfil profesional, relaciones publicas. Abstract 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 (Carreton 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 (Carreton and Lorenzo, 2018). In this context, through the analysis of content and the questionnaire, the aim is to describe if there is a relationship between the functions demanded by companies and institutions, the preference of the students in terms of the functions to be developed and the profiles defined in the White Paper (2005). Despite the abundance of public relations tasks, the association with the current professional profiles shows the great lack of knowledge about functions of a strategic and analytical nature. The relationship reveals a necessary redefinition of professional profiles in public relations and communication, as well as an adaptation of competences in university training in public relations. Keywords: competences, labor market, professional profile, public relations.","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"10 1","pages":"07-28"},"PeriodicalIF":0.4,"publicationDate":"2020-06-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46324724","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 : 2020-06-24DOI: 10.5783/REVRRPP.V10I19.623
G. J. Marín, Marta Pulido Polo, M. M. Marín
El modelo de gestion integrada “Marketing Public Relations” ( Kitchen y Moss, 1995; Papasolomou y Melanthiou , 2012), orientado a incrementar la eficacia de la gestion organizacional a traves de la combinacion de tecnicas de relaciones publicas y tecnicas de marketing de forma sinergica (Haywood, 1997; Hutton, 1996), se ha visto superado en los ultimos anos por nuevos modelos, fundamentalmente corporativos, centrados en la incorporacion sistematica de tecnicas especificas de relaciones publicas junto con las propias del merchandising y el retail, bajo postulados estrategicos. Bajo este enfoque, a traves de un diseno metodologico de corte cualitativo, sustentado en el concepto de triangulacion metodologica intrametodo, que combina el metodo del estudio de caso (Campana del Dia de la Madre 2019 en la empresa espanola de distribucion El Corte Ingles) y el uso de fuentes de datos secundarios (tanto documentos bibliograficos como documentos de la organizacion objeto de estudio), este articulo tiene como objetivo principal analizar esta realidad emergente para concluir con la propuesta de un modelo de gestion integral sustentado en el concepto de “Public Relations Merchandising”. Palabras clave: Relaciones publicas, merchandising, El Corte Ingles, comunicacion organizacional. Abstract The difference between public relations and marketing lies essentially in its purpose: while marketing seeks to satisfy the economic needs of the company in the market, public relations pursue the confluence of interests of the organization in its environment and, as a consequence, optimal results in terms of public perception. Despite this distinction, the link between public relations and marketing has sparked broad theoretical debates, essentially reactive, from the relational postulates. While, from the perspective of public relations, the managerial character of public relations is emphasized as a directive function and the academic and professional difference between one discipline and another is deepened, from the postulates of marketing, it is naturally assumed that Public relations is a more integrated technique in the P of Marketing Mix promotion. The integrated management model "Marketing Public Relations" (Kitchen and Moss, 1995 and Papasolomou and Melanthiou, 2012), aimed at increasing efficiency in organizational management through the combination of public relations techniques and marketing techniques synergistically (Hutton, 1996 and Haywood, 1998), has been surpassed in recent years by new models, mainly corporate, focused on the systematic incorporation of specific public relations techniques along with those of merchandising and retail, under strategic postulates. Under this approach, through a qualitative methodological design, based on the concept of intra-method methodological triangulation that combines the case study method (2019 Mother's Day Campaign at the Spanish distribution company El Corte Ingles) and the use of secondary data sources (bot
综合管理模式“营销公共关系”(Kitchen & Moss, 1995;Papasolomou和Melanthiou, 2012)，旨在通过公共关系技术和营销技术的协同结合来提高组织管理的有效性(Haywood, 1997;在过去的几年里，它已经被新的模式所取代，主要是企业模式，专注于在战略假设下系统地结合特定的公共关系技术以及销售和零售技术。在这种方法,是通过一个设计metodologico定性概念,法院triangulacion metodologica intrametodo,结合个案研究的方法(钟妈妈公司2019—几何切割英语西班牙语)和中学使用数据源文件bibliograficos文件作为研究组织)在这种情况下，公共关系营销是一种公共关系营销模式，在这种模式下，公共关系营销是一种公共关系营销模式，在这种模式下，公共关系营销是一种公共关系营销模式。关键词:公共关系，销售，El Corte Ingles，组织传播。Abstract The difference between public relations and marketing,史蒂文·索德伯格基本in its营销目的:尽管seeks to符合The economic needs of The company in The market, public relations频谱confluence权益组织in its environment and, as a本,connor结果in terms of public perception。尽管有这种区别，公共关系和市场营销之间的联系已经从关系假设中引发了广泛的理论辩论，本质上是反应性的。同时,from the perspective of public relations, managerial查阅of public relations is emphasized as a function and the academic and professional difference between的纪律and another one is deepened, from the postulates of marketing, it is,固定汇率此处public relations is a more技术综合in the P of marketing Mix promotion。The management model”综合营销、公共关系”(Kitchen and Moss, 1995 Papasolomou及Melanthiou, 2012),在组织管理效率》通过“过分of Public Relations技术和营销技术synergistically(1996年,赫顿·海伍德,1998年),一直surpassed in近年new models, mainly公司,重点是在战略假设下，系统地将具体的技术公共关系与销售和零售公共关系结合起来。按此方法,通过定性方法design, based on the概念intra-method方法triangulation that combines the case study method(2019母亲Day Campaign at the西班牙distribution company El Corte Ingles英语)and the use of both bibliographic documents and二级data sources (documents of the organization Under study),本文旨在分析这一新兴的现实，并提出一种基于“公共关系-销售”概念的综合管理模式。这项研究的结果使我们能够确定通过商业空间和零售(销售)的战略使用来管理公众认知(和商业声誉)和销售的综合企业模式。In this way, a new management model你the Public Relations Merchandising model that pivots on”四个基本变量:颁发:公司组织,如,公共关系可以有助于更好地发展》(the mission In society of their, mainly related to the generation of economic目标毁坏from the sales process)。-接受者:将客户理解为利益相关者意味着公司获得一种企业行为的承诺，这种承诺必须满足买方和消费者的期望和利益。这些应当conceived as a key一块组织life and around that underpins which the company, build and会议应为(抛光,2017)。-背景和信息:竞争的巨大增长和采购过程的变迁迫使组织从关系假设管理采购经验。公共关系和销售技术的融合推动着通过商业空间的盈利能力与客户进行不断的对话。可以得出这样的结论:将公共关系的综合管理应用于销售，可以达到与公众的平衡，进而使人们对销售点、产品和供应商本身，甚至对购买者和消费者的最佳认识。关键词:公共关系，销售，El Corte Ingles，组织传播。
{"title":"Public relations-merchandising o la emergencia de un nuevo modelo de gestión organizacional: el caso El Corte Inglés / Public relations-merchandising or the emergence of a new organizational management model: the El Corte Inglés case","authors":"G. J. Marín, Marta Pulido Polo, M. M. Marín","doi":"10.5783/REVRRPP.V10I19.623","DOIUrl":"https://doi.org/10.5783/REVRRPP.V10I19.623","url":null,"abstract":"El modelo de gestion integrada “Marketing Public Relations” ( Kitchen y Moss, 1995; Papasolomou y Melanthiou , 2012), orientado a incrementar la eficacia de la gestion organizacional a traves de la combinacion de tecnicas de relaciones publicas y tecnicas de marketing de forma sinergica (Haywood, 1997; Hutton, 1996), se ha visto superado en los ultimos anos por nuevos modelos, fundamentalmente corporativos, centrados en la incorporacion sistematica de tecnicas especificas de relaciones publicas junto con las propias del merchandising y el retail, bajo postulados estrategicos. Bajo este enfoque, a traves de un diseno metodologico de corte cualitativo, sustentado en el concepto de triangulacion metodologica intrametodo, que combina el metodo del estudio de caso (Campana del Dia de la Madre 2019 en la empresa espanola de distribucion El Corte Ingles) y el uso de fuentes de datos secundarios (tanto documentos bibliograficos como documentos de la organizacion objeto de estudio), este articulo tiene como objetivo principal analizar esta realidad emergente para concluir con la propuesta de un modelo de gestion integral sustentado en el concepto de “Public Relations Merchandising”. Palabras clave: Relaciones publicas, merchandising, El Corte Ingles, comunicacion organizacional. Abstract The difference between public relations and marketing lies essentially in its purpose: while marketing seeks to satisfy the economic needs of the company in the market, public relations pursue the confluence of interests of the organization in its environment and, as a consequence, optimal results in terms of public perception. Despite this distinction, the link between public relations and marketing has sparked broad theoretical debates, essentially reactive, from the relational postulates. While, from the perspective of public relations, the managerial character of public relations is emphasized as a directive function and the academic and professional difference between one discipline and another is deepened, from the postulates of marketing, it is naturally assumed that Public relations is a more integrated technique in the P of Marketing Mix promotion. The integrated management model \"Marketing Public Relations\" (Kitchen and Moss, 1995 and Papasolomou and Melanthiou, 2012), aimed at increasing efficiency in organizational management through the combination of public relations techniques and marketing techniques synergistically (Hutton, 1996 and Haywood, 1998), has been surpassed in recent years by new models, mainly corporate, focused on the systematic incorporation of specific public relations techniques along with those of merchandising and retail, under strategic postulates. Under this approach, through a qualitative methodological design, based on the concept of intra-method methodological triangulation that combines the case study method (2019 Mother's Day Campaign at the Spanish distribution company El Corte Ingles) and the use of secondary data sources (bot","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"10 1","pages":"133-156"},"PeriodicalIF":0.4,"publicationDate":"2020-06-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43010508","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 : 2020-06-24DOI: 10.5783/REVRRPP.V10I19.621
Javier Abuín-Penas, M. Míguez-González, M. Martínez-Patiño
Resumen Los/as deportistas de elite utilizan las diferentes redes sociales como herramienta para conectar con sus publicos. Esta investigacion analiza el uso de Instagram por parte de los deportistas espanoles que han recibido algun “Premio Nacional del Deporte” en los ultimos cinco anos, con el objetivo de valorar su eficacia como mecanismo para generar interaccion y favorecer las relaciones con los publicos. La tecnica metodologica empleada es el analisis del contenido, para averiguar las caracteristicas de las publicaciones que reciben una mayor interaccion por parte de sus seguidores. Los resultados muestran que, en general, esta red social se revela como una herramienta eficaz para los deportistas de elite a la hora de generar visibilidad e interaccion entre sus publicos. Palabras clave: redes sociales, Instagram, relaciones publicas, comunicacion, deportistas Abstract Social networks are a fundamental tool that organizations use for promotional, informative and relational purposes. From this last point of view, social networks allow organizations to gain visibility and generate interaction with audiences, thus contributing to maintaining mutually beneficial relationships with them. In the sports field, as in others, the use of social networks is widespread not only by sports clubs or entities, but also by individual athletes. Instagram in particular is one of the networks that has experienced the greatest growth in recent years and that is why, from the international academic field, attention has been paid to the use of this network in the sports field. Based on this approach, this research analyzes the use of Instagram by Spanish athletes of recognized prestige, with the aim of evaluating its effectiveness as a mechanism to generate interaction and promote relations with the public. From this perspective, questions such as the effectiveness of Instagram to generate visibility or the influence of various elements, such as the type of post or the complementary resources used in the text, in the generation or increase of interaction are raised. The study focuses on a sample of 17 Spanish adult athletes who received a “Premio Nacional del Deporte” (Rey Felipe, Reina Letizia, Rey Juan Carlos and Reina Sofia) between 2013 and 2017. For each of the selected athletes a compilation of all their Instagram posts for the year 2018, using the Instagram Scraper tool, was made and an analysis of emission and reception was carried out. Regarding the emission, aspects such as the number of published posts, the type of post (image or video) and the use of resources such as hashtags, mentions and emoticons were taken into account, while from the point of view of reception they were collected data of number of followers, likes and comments. The results show a high diversity both in the number of published posts, which range between 39 and 348 entries per year, and in the number of followers, which varies notably depending on the notoriety of the athlete, from
{"title":"Instagram como herramienta de relaciones públicas para los deportistas de élite españoles / Instagram as a public relations tool for Spanish elite athletes","authors":"Javier Abuín-Penas, M. Míguez-González, M. Martínez-Patiño","doi":"10.5783/REVRRPP.V10I19.621","DOIUrl":"https://doi.org/10.5783/REVRRPP.V10I19.621","url":null,"abstract":"Resumen Los/as deportistas de elite utilizan las diferentes redes sociales como herramienta para conectar con sus publicos. Esta investigacion analiza el uso de Instagram por parte de los deportistas espanoles que han recibido algun “Premio Nacional del Deporte” en los ultimos cinco anos, con el objetivo de valorar su eficacia como mecanismo para generar interaccion y favorecer las relaciones con los publicos. La tecnica metodologica empleada es el analisis del contenido, para averiguar las caracteristicas de las publicaciones que reciben una mayor interaccion por parte de sus seguidores. Los resultados muestran que, en general, esta red social se revela como una herramienta eficaz para los deportistas de elite a la hora de generar visibilidad e interaccion entre sus publicos. Palabras clave: redes sociales, Instagram, relaciones publicas, comunicacion, deportistas Abstract Social networks are a fundamental tool that organizations use for promotional, informative and relational purposes. From this last point of view, social networks allow organizations to gain visibility and generate interaction with audiences, thus contributing to maintaining mutually beneficial relationships with them. In the sports field, as in others, the use of social networks is widespread not only by sports clubs or entities, but also by individual athletes. Instagram in particular is one of the networks that has experienced the greatest growth in recent years and that is why, from the international academic field, attention has been paid to the use of this network in the sports field. Based on this approach, this research analyzes the use of Instagram by Spanish athletes of recognized prestige, with the aim of evaluating its effectiveness as a mechanism to generate interaction and promote relations with the public. From this perspective, questions such as the effectiveness of Instagram to generate visibility or the influence of various elements, such as the type of post or the complementary resources used in the text, in the generation or increase of interaction are raised. The study focuses on a sample of 17 Spanish adult athletes who received a “Premio Nacional del Deporte” (Rey Felipe, Reina Letizia, Rey Juan Carlos and Reina Sofia) between 2013 and 2017. For each of the selected athletes a compilation of all their Instagram posts for the year 2018, using the Instagram Scraper tool, was made and an analysis of emission and reception was carried out. Regarding the emission, aspects such as the number of published posts, the type of post (image or video) and the use of resources such as hashtags, mentions and emoticons were taken into account, while from the point of view of reception they were collected data of number of followers, likes and comments. The results show a high diversity both in the number of published posts, which range between 39 and 348 entries per year, and in the number of followers, which varies notably depending on the notoriety of the athlete, from","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"10 1","pages":"91-110"},"PeriodicalIF":0.4,"publicationDate":"2020-06-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43125577","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 : 2020-06-24DOI: 10.5783/REVRRPP.V10I19.651
Ana-Belen Fernandez-Souto, M. Vázquez-Gestal, J. Rúas-Araújo
Presentamos una reflexion sobre los estudios universitarios espanoles que combinan los conceptos de marketing y relaciones publicas. Compartiendo origenes y a menudo funciones y especialistas, ambos conceptos han recorrido caminos paralelos que se han fusionado en multiples ocasiones. Esta evolucion ha sido estudiada desde diferentes puntos de vista. Inicialmente, los expertos en marketing incluyeron las tecnicas de relaciones publicas como una herramienta propia, pero estas fueron alcanzando una mayor relevancia a lo largo del tiempo. Por otro lado, los estudiosos de las relaciones publicas han tratado de disociarse del marketing para adquirir una posicion independiente dentro del campo de la comunicacion. En Espana, estas diferencias conceptuales estan actualmente desdibujadas debido a la creacion de nuevos titulos universitarios y dobles titulos que combinan ambas disciplinas. Esta tendencia se evidencia en el mercado universitario espanol que, a lo largo de este articulo, se comparara con otros mercados: el americano y el britanico, como referencia cientifica para ambos conceptos, y con el portugues, dada su proximidad geografica. Reflexionaremos sobre las razones que han llevado al mercado universitario espanol a conjugar ambos conceptos y a ofrecer estudios oficiales que los incluyan en su nomenclatura, lejos de la tradicion historica de este pais, donde los estudios de relaciones publicas han estado relacionados con el campo de la comunicacion, mientras que los de marketing han estado relacionados con el campo de la economia. La identificacion de esta tendencia en el mercado laboral de los profesionales de la comunicacion organizativa plantea nuevos retos a las instituciones de formacion, especialmente a las universidades. Palabras clave: Marketing, Relaciones Publicas, Espana, Portugal, UK, USA Abstract 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
{"title":"Discussions on Public Relations and Marketing: Trends in Spanish University Degrees. Comparative Study on Portugal, the US and the UK / Las relaciones públicas y el marketing: tendencias en los grados de las universidades españolas. Estudio comparativo co","authors":"Ana-Belen Fernandez-Souto, M. Vázquez-Gestal, J. Rúas-Araújo","doi":"10.5783/REVRRPP.V10I19.651","DOIUrl":"https://doi.org/10.5783/REVRRPP.V10I19.651","url":null,"abstract":"Presentamos una reflexion sobre los estudios universitarios espanoles que combinan los conceptos de marketing y relaciones publicas. Compartiendo origenes y a menudo funciones y especialistas, ambos conceptos han recorrido caminos paralelos que se han fusionado en multiples ocasiones. Esta evolucion ha sido estudiada desde diferentes puntos de vista. Inicialmente, los expertos en marketing incluyeron las tecnicas de relaciones publicas como una herramienta propia, pero estas fueron alcanzando una mayor relevancia a lo largo del tiempo. Por otro lado, los estudiosos de las relaciones publicas han tratado de disociarse del marketing para adquirir una posicion independiente dentro del campo de la comunicacion. En Espana, estas diferencias conceptuales estan actualmente desdibujadas debido a la creacion de nuevos titulos universitarios y dobles titulos que combinan ambas disciplinas. Esta tendencia se evidencia en el mercado universitario espanol que, a lo largo de este articulo, se comparara con otros mercados: el americano y el britanico, como referencia cientifica para ambos conceptos, y con el portugues, dada su proximidad geografica. Reflexionaremos sobre las razones que han llevado al mercado universitario espanol a conjugar ambos conceptos y a ofrecer estudios oficiales que los incluyan en su nomenclatura, lejos de la tradicion historica de este pais, donde los estudios de relaciones publicas han estado relacionados con el campo de la comunicacion, mientras que los de marketing han estado relacionados con el campo de la economia. La identificacion de esta tendencia en el mercado laboral de los profesionales de la comunicacion organizativa plantea nuevos retos a las instituciones de formacion, especialmente a las universidades. Palabras clave: Marketing, Relaciones Publicas, Espana, Portugal, UK, USA Abstract 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","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"10 1","pages":"157-178"},"PeriodicalIF":0.4,"publicationDate":"2020-06-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42713428","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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