Pub Date : 2020-06-24DOI: 10.5783/REVRRPP.V10I19.637
K. Matilla
Resena del libro Comunicacion Interna Total. Estrategia, practica y casos, de Joan Cuenca y Laura Varazzi. Publicado por UOC (2020). Abstract Book review Total internal communication. Strategy, practice and case studies. Written by Joan Cuenca and Laura Verazzi. Edited by UOC (2020).
{"title":"Reseña del libro: Comunicación Interna Total / Book review: Total internal communication","authors":"K. Matilla","doi":"10.5783/REVRRPP.V10I19.637","DOIUrl":"https://doi.org/10.5783/REVRRPP.V10I19.637","url":null,"abstract":"Resena del libro Comunicacion Interna Total. Estrategia, practica y casos, de Joan Cuenca y Laura Varazzi. Publicado por UOC (2020). Abstract Book review Total internal communication. Strategy, practice and case studies. Written by Joan Cuenca and Laura Verazzi. Edited by UOC (2020).","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":" ","pages":"247-250"},"PeriodicalIF":0.4,"publicationDate":"2020-06-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49055906","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.V10I19.646
P. Pérsigo, A. Athaydes, G. Alves
Nas ultimas duas decadas, o Brasil ampliou as discussoes sobre diversidade. A comunicacao, neste sentido, deve colaborar para a sua compreensao, especialmente, em ambientes organizacionais. Cabe, portanto, saber em que medida os conhecimentos, habilidades e atitudes (Fleury & Fleury, 2001; Durand, 1998; Fawkes et al. 2018) dos profissionais de relacoes publicas contribuem para a pratica da diversidade nas organizacoes (Fleury, 2000; Serrano, 2007; Thomas, 1999). Com 191 participantes consultados, verificou-se que a maioria reitera a importância do tema, mas poucos sao os que atuam nele. Em termos de conhecimentos para o desempenho efetivo da diversidade, aqueles relacionados com genero, raca, e acessibilidade, por exemplo, foram os menos indicados por estes profissionais como necessarios para atividades de comunicacao, como o planejamento e o mapeamento de publicos, que sao as basicas de qualquer estrutura comunicativa. Tambem ha indicios de que as organizacoes envolvidas na pesquisa nao estao, ainda, no estagio de gestao da diversidade (Serrano, 2007). Esta situacao, em tese, explicaria o motivo de determinadas competencias, como saber aprender e saber engajar-se para ter visao estrategica (Fleury & Fleury, 2001), nao pareceram estar sendo devidamente mobilizadas pelos profissionais entrevistados. Palavras-chave : comunicacao, competencias, diversidade, mercado brasileiro Abstract In the past two decades, discussions on diversity have broadened. In the Brazilian context, especially in the private sector, the importance of this agenda is noticeable. For instance, the Brazilian newspaper “Folha de Sao Paulo” addressed the theme on the article “Diversity is the champion: What the World Cup and profitable companies can teach about inclusion” (FSP. July 23, 2018). In this article, Liliane Rocha, who is the founder and CEO of Kairos Management – Sustainability and Diversity Consultancy, explains that discussions about diversity within organizations started from the idea of sustainability, which became even broader when understood not only from an environmental basis, but also from a social impact perspective. In February 2019, the social networking website Facebook launched the Ads 4 Equality tool. By using algorithms, the advertising campaigns of agencies and advertisers are analyzed as to the representativeness of their characters in relation to the Brazilian population in terms of sex, race and body type (Coletiva.Net, 2019). The examples previously mentioned, in addition to the diversity initiatives in organizations, reveal that some reflections on the relationship with such diverse social groups are necessary. By doing so, it is believed that organizations can achieve their goals and contribute to the development of their social environment. Therefore, it is necessary to know to what extent the knowledge, skills and attitudes (Fleury & Fleury, 2001; Durand, 1998; Fawkes et al. 2018) of professionals in the communication market contribute to the p
在最后的两个十年里，巴西扩大了对多样性的讨论。一个社区，一个敏感的社区，发展一个综合性的合作伙伴，特别是组织的环境。Cabe，portanto，saber em que medida os conhecimentos，habilidades e atitudes（Fleury&Fleury，2001；杜兰德，1998；Fawkes等人，2018）《公共关系的利润》是对组织多样性实践的贡献（Fleury、2000；塞拉诺，2007；托马斯，1999）。Com 191名参与者进行了咨询，验证了一个重要的项目，这是一个重要项目。例如，在多样性、通用关系、raca、可访问性等方面，对利润的衡量是通信活动、公共计划和地图的必要性，这是通信质量的基础。Tambem表示，作为一个组织，它是一个新的、新的、多样化的组织（Serrano，2007）。事实上，明确了确定竞争对手的动机，这是一个很好的例子（Fleury&Fleury，2001），他是一位企业家，也是一位企业家。Palavras chave：comunicacao，competencias，diversidade，mercado brasileiro摘要在过去的二十年里，关于多样性的讨论已经扩大。在巴西，特别是在私营部门，这一议程的重要性是显而易见的。例如，巴西报纸“Folha de Sao Paulo”在文章“多样性是冠军：世界杯和盈利公司可以教授什么关于包容性”中谈到了这一主题（FSP.2018年7月23日）。在这篇文章中，Kairos Management–Sustainability and Diversity Consultancy的创始人兼首席执行官Liliane Rocha解释说，组织内部关于多样性的讨论始于可持续性的概念，当不仅从环境角度，而且从社会影响角度理解时，可持续性变得更加广泛。2019年2月，社交网站Facebook推出了Ads 4 Equality工具。通过使用算法，分析了代理商和广告商的广告活动，从性别、种族和体型方面分析了他们的性格与巴西人口的代表性（Coletiva.Net，2019）。前面提到的例子，除了组织中的多样性倡议外，还表明有必要对与这种多样性社会群体的关系进行一些思考。通过这样做，人们相信组织可以实现其目标，并为其社会环境的发展做出贡献。因此，有必要了解沟通市场专业人士的知识、技能和态度在多大程度上有助于组织的多样性实践（Fleury，2000；塞拉诺，2007年；托马斯，1999年）。考虑到这一点，我们开发了一项基于33个问题的结构化问卷的探索性研究。该工具通过谷歌表格应用于非概率样本（Weber&Persigo，2017）。我们获得了191名参与者，根据研究结果，发现大多数人重申了主题的重要性，但只有少数人真正参与了这一主题的研究。关于多样性的有效发展，例如，性别、种族和无障碍问题的知识是这些专业人士提到的最少的，因为这是交流活动所必需的，例如规划和绘制受众地图，这对任何交流结构都至关重要。还有证据表明，参与研究的组织尚未进入多样性管理阶段（Serrano，2007）。理论上，这种情况可以解释为什么某些能力，例如知道如何学习和知道如何参与以实现战略愿景（Fleury&Fleury，2001），似乎没有被受访的专业人士适当调动。提到最多的能力之一正是绘制受众地图，而其他与个人多样性（种族、宗教、性别等）有关的能力则不被视为专业人员日常使用的能力。这种观点可以帮助我们以某种方式解释为什么多样性仍然经常在话语（形象获得）和功利（盈利）层面上实践。因此，这项研究揭示了这些专业人士要走的道路，以期建立一个更具包容性的社会。关键词：沟通，技能，多样性，巴西市场
{"title":"Os profissionais de relações públicas e comunicação: competências para a diversidade / Public relations and communication professionals: skills for diversity","authors":"P. Pérsigo, A. Athaydes, G. Alves","doi":"10.5783/REVRRPP.V10I19.646","DOIUrl":"https://doi.org/10.5783/REVRRPP.V10I19.646","url":null,"abstract":"Nas ultimas duas decadas, o Brasil ampliou as discussoes sobre diversidade. A comunicacao, neste sentido, deve colaborar para a sua compreensao, especialmente, em ambientes organizacionais. Cabe, portanto, saber em que medida os conhecimentos, habilidades e atitudes (Fleury & Fleury, 2001; Durand, 1998; Fawkes et al. 2018) dos profissionais de relacoes publicas contribuem para a pratica da diversidade nas organizacoes (Fleury, 2000; Serrano, 2007; Thomas, 1999). Com 191 participantes consultados, verificou-se que a maioria reitera a importância do tema, mas poucos sao os que atuam nele. Em termos de conhecimentos para o desempenho efetivo da diversidade, aqueles relacionados com genero, raca, e acessibilidade, por exemplo, foram os menos indicados por estes profissionais como necessarios para atividades de comunicacao, como o planejamento e o mapeamento de publicos, que sao as basicas de qualquer estrutura comunicativa. Tambem ha indicios de que as organizacoes envolvidas na pesquisa nao estao, ainda, no estagio de gestao da diversidade (Serrano, 2007). Esta situacao, em tese, explicaria o motivo de determinadas competencias, como saber aprender e saber engajar-se para ter visao estrategica (Fleury & Fleury, 2001), nao pareceram estar sendo devidamente mobilizadas pelos profissionais entrevistados. Palavras-chave : comunicacao, competencias, diversidade, mercado brasileiro Abstract In the past two decades, discussions on diversity have broadened. In the Brazilian context, especially in the private sector, the importance of this agenda is noticeable. For instance, the Brazilian newspaper “Folha de Sao Paulo” addressed the theme on the article “Diversity is the champion: What the World Cup and profitable companies can teach about inclusion” (FSP. July 23, 2018). In this article, Liliane Rocha, who is the founder and CEO of Kairos Management – Sustainability and Diversity Consultancy, explains that discussions about diversity within organizations started from the idea of sustainability, which became even broader when understood not only from an environmental basis, but also from a social impact perspective. In February 2019, the social networking website Facebook launched the Ads 4 Equality tool. By using algorithms, the advertising campaigns of agencies and advertisers are analyzed as to the representativeness of their characters in relation to the Brazilian population in terms of sex, race and body type (Coletiva.Net, 2019). The examples previously mentioned, in addition to the diversity initiatives in organizations, reveal that some reflections on the relationship with such diverse social groups are necessary. By doing so, it is believed that organizations can achieve their goals and contribute to the development of their social environment. Therefore, it is necessary to know to what extent the knowledge, skills and attitudes (Fleury & Fleury, 2001; Durand, 1998; Fawkes et al. 2018) of professionals in the communication market contribute to the p","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":" ","pages":"223-246"},"PeriodicalIF":0.4,"publicationDate":"2020-06-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48974359","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.V10I19.647
S. Mirabet, Lola Costa Gálvez
El objetivo de este articulo es dar a conocer el trabajo realizado por investigadores de comunicacion en el seno de un grupo de ingenieria biomedico de la Universidad de Girona que lucha contra el cancer de mama. Se detallara paso a paso como se gesto la identidad del grupo, construyendo un relato y un Plan de Comunicacion. El objetivo de arranque busco que las aportaciones biomedicas basadas en la ingeniaria en 3D, desarrolladas en el seno del equipo, no pasaran desapercibidas. El proyecto ONCOen3D, gestado e implementado en el seno de una universidad publica, sirvio para dar visibilidad a la ciencia. La mision del proyecto es el ensayo de nuevas dianas terapeuticas contra el cancer de mama Triple Negativo, uno de los mas agresivos en pacientes jovenes. Los tests de medicamentos se prueban en unas matrices imprimidas con sistemas 3D que, con bajo coste, permiten muchos ensayos. Esta creativa idea era absolutamente desconocida, fuera de los muros academicos, hasta que el equipo multidisciplinar incorporo a investigadoras del area de comunicacion. Asi, se ideo un Plan de Comunicacion, con estrategias y acciones para conseguir un doble objetivo. Por un lado, dar a conocer esa linea de investigacion a su entorno social mas inmediato y por otro, conseguir mas financiacion. Las acciones implementadas estan dirigidas a los diferentes publicos de la institucion. Desde la construccion de una identidad visual, con una web, la confeccion de videos corporativos y otros materiales de diseminacion, hasta la organizacion de una presentacion del proyecto para conseguir publicity (rueda de prensa), o la organizacion de un mercado solidario. Por tanto, los primeros resultados evidencian que, con la multidisciplinariedad de los equipos, la diseminacion es mas efectiva tanto para conseguir visibilidad como tambien reputacion. Palabras Clave: Plan de Comunicacion, Relaciones Publicas, identidad visual, salud y comunicacion, ONCOen3D Abstract The aim of this article is to present the work carried out by communication researchers within a biomedical engineering group that works against breast cancer at the University of Girona (Spain). It will gradually detail how the identity of the group was developed, how the storytelling was built, how we construct a Strategic Communication Plan, and the concrete and specific actions to achieve two objectives: to be visible and to obtain extra funding. It was assumed that one objective should be linked to the other. This paper is a real world application. It is based on the theoretical perspective of Institutional Theory as understood by Macagnan (2013), and the philosophy put forward by Abratt and Kleyn (2011). They state that corporate identity and corporate branding are inseparable elements that shape the reputation of an organisation, in the same way as the role played by the public. Thus, the strategic communication plan that was developed followed the guidelines outlined by Scheinsohn (2009), the flexibility outlined by Mati
{"title":"Identidad gráfica para un equipo de biomedicina universitario: consiguiendo notoriedad / Graphic identity for a biomedical university team: gaining visibility","authors":"S. Mirabet, Lola Costa Gálvez","doi":"10.5783/REVRRPP.V10I19.647","DOIUrl":"https://doi.org/10.5783/REVRRPP.V10I19.647","url":null,"abstract":"El objetivo de este articulo es dar a conocer el trabajo realizado por investigadores de comunicacion en el seno de un grupo de ingenieria biomedico de la Universidad de Girona que lucha contra el cancer de mama. Se detallara paso a paso como se gesto la identidad del grupo, construyendo un relato y un Plan de Comunicacion. El objetivo de arranque busco que las aportaciones biomedicas basadas en la ingeniaria en 3D, desarrolladas en el seno del equipo, no pasaran desapercibidas. El proyecto ONCOen3D, gestado e implementado en el seno de una universidad publica, sirvio para dar visibilidad a la ciencia. La mision del proyecto es el ensayo de nuevas dianas terapeuticas contra el cancer de mama Triple Negativo, uno de los mas agresivos en pacientes jovenes. Los tests de medicamentos se prueban en unas matrices imprimidas con sistemas 3D que, con bajo coste, permiten muchos ensayos. Esta creativa idea era absolutamente desconocida, fuera de los muros academicos, hasta que el equipo multidisciplinar incorporo a investigadoras del area de comunicacion. Asi, se ideo un Plan de Comunicacion, con estrategias y acciones para conseguir un doble objetivo. Por un lado, dar a conocer esa linea de investigacion a su entorno social mas inmediato y por otro, conseguir mas financiacion. Las acciones implementadas estan dirigidas a los diferentes publicos de la institucion. Desde la construccion de una identidad visual, con una web, la confeccion de videos corporativos y otros materiales de diseminacion, hasta la organizacion de una presentacion del proyecto para conseguir publicity (rueda de prensa), o la organizacion de un mercado solidario. Por tanto, los primeros resultados evidencian que, con la multidisciplinariedad de los equipos, la diseminacion es mas efectiva tanto para conseguir visibilidad como tambien reputacion. Palabras Clave: Plan de Comunicacion, Relaciones Publicas, identidad visual, salud y comunicacion, ONCOen3D Abstract The aim of this article is to present the work carried out by communication researchers within a biomedical engineering group that works against breast cancer at the University of Girona (Spain). It will gradually detail how the identity of the group was developed, how the storytelling was built, how we construct a Strategic Communication Plan, and the concrete and specific actions to achieve two objectives: to be visible and to obtain extra funding. It was assumed that one objective should be linked to the other. This paper is a real world application. It is based on the theoretical perspective of Institutional Theory as understood by Macagnan (2013), and the philosophy put forward by Abratt and Kleyn (2011). They state that corporate identity and corporate branding are inseparable elements that shape the reputation of an organisation, in the same way as the role played by the public. Thus, the strategic communication plan that was developed followed the guidelines outlined by Scheinsohn (2009), the flexibility outlined by Mati","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":" ","pages":"201-222"},"PeriodicalIF":0.4,"publicationDate":"2020-06-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43632273","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.V10I19.630
Enrique Armendáriz
La Empresa Familiar, como fenomeno que explica el dinamismo economico de los paises, ha sido estudiada desde diversos puntos de vista, destacando entre ellos el de la Sucesion, el Gobierno Corporativo o los factores que condicionan su Competitividad. En cambio, son muy escasos los estudios relativos a la vision que estas organizaciones tienen sobre la Comunicacion y su incidencia en la consecucion del exito. El presente estudio se plantea como objetivo principal determinar si el concepto de Comunicacion es considerado por los empresarios familiares como un factor clave de exito dentro de su vision general sobre gestion y estrategia. Asimismo, intenta desentranar la vision que tienen los empresarios sobre el campo de la Comunicacion a partir de los terminos relacionados con esta materia que mas emplean en sus testimonios. Finalmente, el trabajo procede a caracterizar los distintos roles que confieren estos lideres empresariales a la Comunicacion desde el punto de vista instrumental, en tanto que herramienta que contribuye a resolver aspectos concretos de la gestion. La investigacion se fundamenta en una revision de la literatura generada por los estudiosos dentro del campo de los Recursos Intangibles y la Reputacion Empresarial, y se detiene ademas en los analisis que se refieren al fenomeno conocido con el nombre de Empresa Familiar. A partir de este marco teorico, se plantea un trabajo de campo que toma como objeto de investigacion los relatos o testimonios de los cuarenta empresarios que se recogen en los dos volumenes que conforman la obra de KPMG titulada Los que dejan huella. Para su estudio, se emplean tecnicas de analisis de contenido y de analisis del discurso. Palabras clave: comunicacion, relaciones publicas, recursos intangibles, reputacion, marca, empresa familiar. Abstract The Family Business, as a phenomenon that explains the economic dynamism of the countries, has been studied from several points of view, standing out among them the Succession, the Corporate Governance or the factors that condition its Competitiveness. On the other hand, there are fewer specific studies about organization´s vision relating Communication Management and its impact on the achievement of success. The study aims to determine whether the concept of communication is considered by family entrepreneurs as a key success factor within their general vision of management and strategy. And subject to it, it tries to unravel the vision that businessmen and businesswomen have in the field of Communication from the terms related to this matter that they use most in their testimonies. Likewise, the work proceeds to characterize the different roles that these business leaders confer on Communication from the instrumental point of view, as a tool that contributes to solving specific aspects of management. The research is based on a review of the literature generated by scholars in the field of Intangible Resources and Business Reputation. It´s also focused on the anal
{"title":"La comunicación como factor de éxito en la Empresa Familiar. Análisis de 40 testimonios del empresariado sobre aspectos clave de la gestión / Communication as a success factor in the Family Business. Analysis of 40 entrepreneur’s testimonials about key as","authors":"Enrique Armendáriz","doi":"10.5783/REVRRPP.V10I19.630","DOIUrl":"https://doi.org/10.5783/REVRRPP.V10I19.630","url":null,"abstract":"La Empresa Familiar, como fenomeno que explica el dinamismo economico de los paises, ha sido estudiada desde diversos puntos de vista, destacando entre ellos el de la Sucesion, el Gobierno Corporativo o los factores que condicionan su Competitividad. En cambio, son muy escasos los estudios relativos a la vision que estas organizaciones tienen sobre la Comunicacion y su incidencia en la consecucion del exito. El presente estudio se plantea como objetivo principal determinar si el concepto de Comunicacion es considerado por los empresarios familiares como un factor clave de exito dentro de su vision general sobre gestion y estrategia. Asimismo, intenta desentranar la vision que tienen los empresarios sobre el campo de la Comunicacion a partir de los terminos relacionados con esta materia que mas emplean en sus testimonios. Finalmente, el trabajo procede a caracterizar los distintos roles que confieren estos lideres empresariales a la Comunicacion desde el punto de vista instrumental, en tanto que herramienta que contribuye a resolver aspectos concretos de la gestion. La investigacion se fundamenta en una revision de la literatura generada por los estudiosos dentro del campo de los Recursos Intangibles y la Reputacion Empresarial, y se detiene ademas en los analisis que se refieren al fenomeno conocido con el nombre de Empresa Familiar. A partir de este marco teorico, se plantea un trabajo de campo que toma como objeto de investigacion los relatos o testimonios de los cuarenta empresarios que se recogen en los dos volumenes que conforman la obra de KPMG titulada Los que dejan huella. Para su estudio, se emplean tecnicas de analisis de contenido y de analisis del discurso. Palabras clave: comunicacion, relaciones publicas, recursos intangibles, reputacion, marca, empresa familiar. Abstract The Family Business, as a phenomenon that explains the economic dynamism of the countries, has been studied from several points of view, standing out among them the Succession, the Corporate Governance or the factors that condition its Competitiveness. On the other hand, there are fewer specific studies about organization´s vision relating Communication Management and its impact on the achievement of success. The study aims to determine whether the concept of communication is considered by family entrepreneurs as a key success factor within their general vision of management and strategy. And subject to it, it tries to unravel the vision that businessmen and businesswomen have in the field of Communication from the terms related to this matter that they use most in their testimonies. Likewise, the work proceeds to characterize the different roles that these business leaders confer on Communication from the instrumental point of view, as a tool that contributes to solving specific aspects of management. The research is based on a review of the literature generated by scholars in the field of Intangible Resources and Business Reputation. It´s also focused on the anal","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"10 1","pages":"49-70"},"PeriodicalIF":0.4,"publicationDate":"2020-06-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43383859","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.V10I19.636
Markus Wiesenberg, Ángeles Moreno
The big data revolution has changed the way organizations operate. The implications have been phenomenal for public relations and communication management professionals who are trying to understand and manage the realm of big data and what it means for them. This study is an attempt to dive deeper into the discussion on how professionals are managing the world of big data. A large survey of European and Latin American countries reveals comparative findings on the knowledge and usage of big data and automation and demonstrates large gaps between the continents. Implications for theory and practice are finally drawn. Keywords: Big data, automation, comparative cross-cultural research, public relations, strategic communication Resumen La revolucion del big data ha cambiado el modo de trabajar de las organizaciones. Las implicaciones para los profesionales de relaciones publicas y gestion de comunicacion, que estan tratando de comprender y gestionar el ambito del big data y lo que significa para ellos, han sido relevantes. Este estudio trata de profundizar en la discusion de como los profesionales estan gestionando el mundo del big data. Una amplia encuesta en paises europeos y latinoamericanos revela resultados comparativos sobre el conocimiento y el uso del big data y la automatizacion y pone de manifiesto grandes brechas entre los dos continentes. Se concluye con implicaciones de estos hallazgos para la teoria y la practica. Palabras claves: Big data, automatizacion, investigacion comparativa intercultural, relaciones publicas, comunicacion estrategica
{"title":"Communication Practitioners’ Perceptions of Big Data and Automation: A Comparative Study between Europe and Latin America / Percepciones de los Profesionales de Comunicación sobre Big Data y Automatización: Un Estudio Comparativo entre Europa y Latinoamér","authors":"Markus Wiesenberg, Ángeles Moreno","doi":"10.5783/REVRRPP.V10I19.636","DOIUrl":"https://doi.org/10.5783/REVRRPP.V10I19.636","url":null,"abstract":"The big data revolution has changed the way organizations operate. The implications have been phenomenal for public relations and communication management professionals who are trying to understand and manage the realm of big data and what it means for them. This study is an attempt to dive deeper into the discussion on how professionals are managing the world of big data. A large survey of European and Latin American countries reveals comparative findings on the knowledge and usage of big data and automation and demonstrates large gaps between the continents. Implications for theory and practice are finally drawn. Keywords: Big data, automation, comparative cross-cultural research, public relations, strategic communication Resumen La revolucion del big data ha cambiado el modo de trabajar de las organizaciones. Las implicaciones para los profesionales de relaciones publicas y gestion de comunicacion, que estan tratando de comprender y gestionar el ambito del big data y lo que significa para ellos, han sido relevantes. Este estudio trata de profundizar en la discusion de como los profesionales estan gestionando el mundo del big data. Una amplia encuesta en paises europeos y latinoamericanos revela resultados comparativos sobre el conocimiento y el uso del big data y la automatizacion y pone de manifiesto grandes brechas entre los dos continentes. Se concluye con implicaciones de estos hallazgos para la teoria y la practica. Palabras claves: Big data, automatizacion, investigacion comparativa intercultural, relaciones publicas, comunicacion estrategica","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"10 1","pages":"29-48"},"PeriodicalIF":0.4,"publicationDate":"2020-06-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43508266","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.V10I19.643
Raquel Cabral, C. H. C. Silva, Renata Calonego, Cândice Quincoses
Resumo Este artigo tem como objetivo compreender alguns aspectos da comunicacao nas organizacoes a fim de identificar quais elementos sao essenciais para uma dinâmica comunicacional voltada a cultura de paz em um contexto que pode ou nao naturalizar a violencia organizacional. Embora possa parecer controverso, ambas as dinâmicas (voltada para cultura de paz ou para a violencia) podem ser tensionadas no ambiente organizacional a medida que se valorizam e legitimam elementos estrategicos da comunicacao nessas mesmas organizacoes. Para isso, com base nos principios discutidos nos Estudos para Paz ( Peace Studies ), especificamente na perspectiva da Communication for Peace , partimos de elementos estrategicos do Peace Journalism para construcao de categorias analiticas, a fim de elencarmos as caracteristicas essenciais que poderiam indicar um direcionamento da comunicacao organizacional como potencializadora de acoes direcionadas para a cultura de paz ou legitimadoras da violencia organizacional. Na tentativa de verificar de modo pratico a formulacao das categorias desenvolvidas, selecionamos tres empresas brasileiras que ha mais tempo se comprometeram com o Pacto Global, iniciativa da Organizacao das Nacoes Unidas, que busca trazer ao âmbito organizacional elementos ligados a uma gestao etica e sustentavel, sao elas: Natura, Copel e ArcelorMittal. Selecionamos videos referentes as campanhas institucionais dessas empresas que foram publicados no primeiro semestre de 2019 em seus canais oficiais no Youtube. A analise do material foi realizada a partir da proposta discursiva dos estereotipos oferecida por Amossy (2008), mediante a criacao de categorias analiticas inspiradas na perspectiva do Jornalismo para Paz (Lynch e Mcgoldrick, 2007; Cabral e Salhani, 2017) e nas dimensoes das competencias essenciais em comunicacao (Calonego, 2018). Foi possivel identificarmos que apesar das organizacoes estarem comprometidas com as metas estabelecidas pelo Pacto, nao necessariamente esses elementos sao apresentados em suas campanhas institucionais, indicando algumas problematicas relacionadas a formulacao do discurso organizacional mediante sua comunicacao institucional. Palavras-chave: comunicacao organizacional, cultura de paz, violencia organizacional, estudos para paz, Acto Global da ONU. Abstract This article aims to understand some aspects of communication in organizations in order to identify which elements are essential for a communication dynamic focused on the culture of peace in a context that may or may not naturalize organizational violence. Although it may seem controversial, both dynamics (focused on a peace culture or violence) can be strained in the organizational environment as they value and legitimize strategic elements of communication in these same organizations. This conception is based on the understanding that companies, through the diffusion of their media discourses, either through their own official spaces or by other means, assume a
{"title":"Comunicação orientada para cultura de paz nas organizações: uma proposta de análise da comunicação organizacional digital de três empresas do Pacto Global no Brasil/ Communication oriented for a peace culture in organizations: a proposal for analyzing th","authors":"Raquel Cabral, C. H. C. Silva, Renata Calonego, Cândice Quincoses","doi":"10.5783/REVRRPP.V10I19.643","DOIUrl":"https://doi.org/10.5783/REVRRPP.V10I19.643","url":null,"abstract":"Resumo Este artigo tem como objetivo compreender alguns aspectos da comunicacao nas organizacoes a fim de identificar quais elementos sao essenciais para uma dinâmica comunicacional voltada a cultura de paz em um contexto que pode ou nao naturalizar a violencia organizacional. Embora possa parecer controverso, ambas as dinâmicas (voltada para cultura de paz ou para a violencia) podem ser tensionadas no ambiente organizacional a medida que se valorizam e legitimam elementos estrategicos da comunicacao nessas mesmas organizacoes. Para isso, com base nos principios discutidos nos Estudos para Paz ( Peace Studies ), especificamente na perspectiva da Communication for Peace , partimos de elementos estrategicos do Peace Journalism para construcao de categorias analiticas, a fim de elencarmos as caracteristicas essenciais que poderiam indicar um direcionamento da comunicacao organizacional como potencializadora de acoes direcionadas para a cultura de paz ou legitimadoras da violencia organizacional. Na tentativa de verificar de modo pratico a formulacao das categorias desenvolvidas, selecionamos tres empresas brasileiras que ha mais tempo se comprometeram com o Pacto Global, iniciativa da Organizacao das Nacoes Unidas, que busca trazer ao âmbito organizacional elementos ligados a uma gestao etica e sustentavel, sao elas: Natura, Copel e ArcelorMittal. Selecionamos videos referentes as campanhas institucionais dessas empresas que foram publicados no primeiro semestre de 2019 em seus canais oficiais no Youtube. A analise do material foi realizada a partir da proposta discursiva dos estereotipos oferecida por Amossy (2008), mediante a criacao de categorias analiticas inspiradas na perspectiva do Jornalismo para Paz (Lynch e Mcgoldrick, 2007; Cabral e Salhani, 2017) e nas dimensoes das competencias essenciais em comunicacao (Calonego, 2018). Foi possivel identificarmos que apesar das organizacoes estarem comprometidas com as metas estabelecidas pelo Pacto, nao necessariamente esses elementos sao apresentados em suas campanhas institucionais, indicando algumas problematicas relacionadas a formulacao do discurso organizacional mediante sua comunicacao institucional. Palavras-chave: comunicacao organizacional, cultura de paz, violencia organizacional, estudos para paz, Acto Global da ONU. Abstract This article aims to understand some aspects of communication in organizations in order to identify which elements are essential for a communication dynamic focused on the culture of peace in a context that may or may not naturalize organizational violence. Although it may seem controversial, both dynamics (focused on a peace culture or violence) can be strained in the organizational environment as they value and legitimize strategic elements of communication in these same organizations. This conception is based on the understanding that companies, through the diffusion of their media discourses, either through their own official spaces or by other means, assume a ","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"10 1","pages":"179-200"},"PeriodicalIF":0.4,"publicationDate":"2020-06-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46104866","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.V10I19.641
Eduardo Antonio Villena Alarcón, M. J. Torres
La presente investigacion pretende conocer como los influencers de belleza implementan su comunicacion en la red social Instagram, asi como la forma en la que sus seguidores recepcionan sus mensajes. Saber el grado de compromiso entre los usuarios y los instagramers, ademas de identificar los contenidos y la frecuencia de publicacion de estos ultimos, son otros objetivos que se han establecido con este estudio. Para ello, se ha seguido una triangulacion metodologica disenada a partir de un analisis de contenido y un cuestionario. Estas dos herramientas metodologicas se han aplicado, por una parte, a las cuentas objeto de la muestra –la de los cinco prescriptores con mas seguidores en Instagram–, mediante el analisis de contenido; y, por otra parte, un cuestionario que se ha aplicado a un total de 300 usuarios con perfil abierto en la red social Instagram. El analisis de contenido ha comprendido el estudio de campo durante un ano de las cuentas objeto de la muestra, mas concretamente, desde el 15 de marzo de 2019 al 15 de marzo de 2020. Los resultados confirman que, a pesar de que los lideres de opinion de belleza no llevan a cabo un destacable esfuerzo comunicativo –lo que se refleja en el numero de publicaciones que realizan–, su poder de prescripcion a traves de la imagen resulta relevante. Instagram se configura como una herramienta de relaciones publicas para las marcas del sector de belleza. Palabras clave: relaciones publicas, Instagram, influencer , publicos, belleza. Abstract The development of the Internet and the appearance of social networks has completely changed the way we relate. Influencers are important in the new paradigm composed by the different professionals of the digital environments because they have the ability to influence certain audiences when they share an opinion or assessment about products, brands or services. Followers respond to common interests being the centre of communication on social networks (Sicilia and Palazon, 2008). From an organizational perspective, social networks are a very important tool in relations with the stakeholders. Social networks have become a fundamental tool to position brands in the minds of consumers (Chu, 2011). Social networks are already a reality within the communication strategies of many companies (Qualman, 2013). In the field of public relations, many companies are trying to make the most of social media and Instagram becomes an indispensable tool for companies working in the beauty sector. Social networks have overcome the limitations that traditional media usually brought and have enabled users to proactively interact with the organization. This is the result of the process of transformation of social networks (Kilgour et al., 2015). Currently, stakeholders have stopped perceiving the organization's messages as commercial content to be perceived as social content. Furthermore, these tools have generated new spheres of influence that have considerably altered the organizatio
目前的调查表明，belleza的影响者在红色社交Instagram上实施了沟通，这是一种形式上的沟通方式。在常规和安装程序的综合级别上，识别内容和最终发布频率的能力，以及建立研究目标的能力。对埃洛来说，这是一个三角测量方法，它是分析内容和提示的一部分。这是一个很好的例子，一方面是一个目标——一个在Instagram上发布的新规定——一个内容分析的媒体；y、 另一方面，在红色社交Instagram上，共有300名普通用户参与了活动。内容分析包括对2019年3月15日和2020年3月30日目标的长期研究。这是一个令人信服的结果，这是一种不可破坏的沟通方式——这反映了实现的公共数量——这是对相关图像旅行的规定。Instagram的配置与belleza行业的公众关系密切。Palabras clave：relaciones publicas，Instagram，影响者，publicos，belleza。摘要互联网的发展和社交网络的出现彻底改变了我们的联系方式。在由数字环境的不同专业人士组成的新范式中，影响力者很重要，因为当他们分享对产品、品牌或服务的意见或评估时，他们有能力影响某些受众。追随者响应共同利益，成为社交网络上的交流中心（Sicilia和Palazon，2008）。从组织的角度来看，社交网络是与利益相关者建立关系的一个非常重要的工具。社交网络已经成为在消费者心目中定位品牌的基本工具（Chu，2011）。社交网络已经成为许多公司沟通策略中的现实（Qualman，2013）。在公共关系领域，许多公司都在努力充分利用社交媒体，Instagram成为美容行业公司不可或缺的工具。社交网络克服了传统媒体通常带来的局限性，使用户能够主动与组织互动。这是社会网络转型过程的结果（Kilgour et al.，2015）。目前，利益相关者已经不再将组织的信息视为商业内容，而将其视为社交内容。此外，这些工具产生了新的影响范围，极大地改变了组织的利益相关者地图。特别是，Instagram是2019年发展最快的社交网络，近年来其渗透率呈指数级增长。在这种情况下，美容影响者在Instagram上的意见领袖中的重要性增加了，因为他们的内容积累了数百万粉丝，让用户能够了解市场发展。这促使世界各地的公司将社交网络作为其沟通战略的重要组成部分，以改善与利益相关者的关系。因此，Instagram成为定位其产品或服务的越来越重要的工具，尤其是对于美容行业的实体来说。这项研究旨在了解美容影响者是如何在Instagram上进行沟通的，以及他们的粉丝是如何接受他们的。这项研究确定的其他目标是了解用户和Instagram用户的参与程度，以及确定发布的内容和频率。为此，本研究采用了基于内容分析和调查的方法论三角测量法。内容分析已应用于构成样本的账户：Instagram上粉丝最多的五位影响者；该调查已应用于在Instagram上拥有个人资料的300名用户。内容分析的实地研究持续了一年，从2019年3月15日到2020年3月30日。研究结果证实，尽管美容影响者的沟通努力有限，但他们有很大的处方力。此外，对帖子的反应数量与有影响力的人的粉丝数量成正比，因此点赞和评论与Instagram的粉丝数量直接相关。Instagram被披露为美容品牌的公关工具。关键词：公共关系，Instagram，影响者，利益相关者，美容。
{"title":"Relaciones con los públicos a través de Instagram: los influencers de belleza como caso de estudio / Beauty on Instagram: Relations between influencers and the stakeholders","authors":"Eduardo Antonio Villena Alarcón, M. J. Torres","doi":"10.5783/REVRRPP.V10I19.641","DOIUrl":"https://doi.org/10.5783/REVRRPP.V10I19.641","url":null,"abstract":"La presente investigacion pretende conocer como los influencers de belleza implementan su comunicacion en la red social Instagram, asi como la forma en la que sus seguidores recepcionan sus mensajes. Saber el grado de compromiso entre los usuarios y los instagramers, ademas de identificar los contenidos y la frecuencia de publicacion de estos ultimos, son otros objetivos que se han establecido con este estudio. Para ello, se ha seguido una triangulacion metodologica disenada a partir de un analisis de contenido y un cuestionario. Estas dos herramientas metodologicas se han aplicado, por una parte, a las cuentas objeto de la muestra –la de los cinco prescriptores con mas seguidores en Instagram–, mediante el analisis de contenido; y, por otra parte, un cuestionario que se ha aplicado a un total de 300 usuarios con perfil abierto en la red social Instagram. El analisis de contenido ha comprendido el estudio de campo durante un ano de las cuentas objeto de la muestra, mas concretamente, desde el 15 de marzo de 2019 al 15 de marzo de 2020. Los resultados confirman que, a pesar de que los lideres de opinion de belleza no llevan a cabo un destacable esfuerzo comunicativo –lo que se refleja en el numero de publicaciones que realizan–, su poder de prescripcion a traves de la imagen resulta relevante. Instagram se configura como una herramienta de relaciones publicas para las marcas del sector de belleza. Palabras clave: relaciones publicas, Instagram, influencer , publicos, belleza. Abstract The development of the Internet and the appearance of social networks has completely changed the way we relate. Influencers are important in the new paradigm composed by the different professionals of the digital environments because they have the ability to influence certain audiences when they share an opinion or assessment about products, brands or services. Followers respond to common interests being the centre of communication on social networks (Sicilia and Palazon, 2008). From an organizational perspective, social networks are a very important tool in relations with the stakeholders. Social networks have become a fundamental tool to position brands in the minds of consumers (Chu, 2011). Social networks are already a reality within the communication strategies of many companies (Qualman, 2013). In the field of public relations, many companies are trying to make the most of social media and Instagram becomes an indispensable tool for companies working in the beauty sector. Social networks have overcome the limitations that traditional media usually brought and have enabled users to proactively interact with the organization. This is the result of the process of transformation of social networks (Kilgour et al., 2015). Currently, stakeholders have stopped perceiving the organization's messages as commercial content to be perceived as social content. Furthermore, these tools have generated new spheres of influence that have considerably altered the organizatio","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"10 1","pages":"111-132"},"PeriodicalIF":0.4,"publicationDate":"2020-06-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47812678","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 : 2019-12-20DOI: 10.5783/rirp-18-2019-05-75-94
B. Quiceno-Castañeda
{"title":"Redes Sociales y ONG en Colombia, ¿uso estratégico o respuesta a la tendencia? / Social Media and NGO in Colombia, strategic use or response to the trend?","authors":"B. Quiceno-Castañeda","doi":"10.5783/rirp-18-2019-05-75-94","DOIUrl":"https://doi.org/10.5783/rirp-18-2019-05-75-94","url":null,"abstract":"","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":" ","pages":"75-94"},"PeriodicalIF":0.4,"publicationDate":"2019-12-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47941207","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 : 2019-12-18DOI: 10.5783/rirp-18-2019-09-161-178
Ileana Zeler, Andréa Oliveira, S. Malaver
Las redes sociales se han convertido en herramientas claves para la comunicacion de las organizaciones, especialmente en el sector vitivinicola de Espana. Las redes sociales permiten aumentar la visibilidad, a la vez que establecer y reforzar las relaciones con los publicos, siempre y cuando sean gestionadas profesionalmente. Asi, este estudio tiene como objetivo evaluar la presencia y actividad de las empresas vitivinicolas de Espana en las principales redes sociales (Facebook, Instagram, Twitter y YouTube). Para esta investigacion se analizaron las 1.656 empresas vitivinicolas con mayor facturacion de Espana. Los resultados exponen que las empresas tienen una presencia mayoritaria, pero su actividad es poco frecuente. Teniendo en cuenta que la gran mayoria de las empresas llevan entre 4 y 9 anos utilizando las redes sociales, la presencia poco activa parece repercutir directamente en la media baja de seguidores que tienen las empresas. Palabras clave: relaciones publicas, comunicacion digital, sector vitivinicola, Internet, redes sociales Normal 0 21 false false false ES X-NONE X-NONE Abstract Social networks have become key tools for organizational communication in the Spanish wine sector. The popularity that the sector is obtaining has generated the need to carry out digital public relations strategies by companies. Social networks allow increasing visibility and establishing relationships with audiences if they are managed professionally. Maintaining an active presence in social networks allows wine companies to know the opinions and preferences of stakeholders, as well as obtain notoriety and manage the digital reputation. Thus, the purpose of this study is to analyze the presence and activity of wine companies in Spain through the main social networks (Facebook, Instagram, Twitter, and YouTube). For this research, 1,656 wine companies with the highest turnover in Spain were analyzed: 33 corporate, 218 large, 517 medium and 888 small. Results exposed that companies have a majority presence in the main social networks, but their activity is low. Facebook is the social network most chosen by companies for communication with their stakeholders and Instagram, Twitter, and YouTube are the least chosen. However, the frequency of company publications is so far from the frequency recommended by experts. Spanish wine companies have an inactive presence in social networks and they bet in social networks where there is a greater penetration (ELOGIA, 2018; Kemp, 2018). Taking into account that the majority of companies have been using social networks for 4 to 9 years, low active presence seems to have an impact on the low media of companies’ followers. This implies the necessity to reflect on public relations management in social networks by companies. They are limiting the possibilities offered by platforms not only to increase digital visibility but also to share organizational activities. Having a presence with a low level of activity in social netw
社会变革已经转变为组织的沟通方式，尤其是在西班牙葡萄种植业。社会的发展允许人们看到，这是一个建立和重建公众关系的过程，也是一个专业管理的过程。此外，我们还对西班牙葡萄园员工在主要社交网站（Facebook、Instagram、Twitter和YouTube）上的表现和活动进行了评估。调查分析了西班牙市长生产的1.656名葡萄园员工。结果表明，员工们在五月的活动中经常出现。在4到9个月的时间里，员工们都在利用社会资源，并在员工们的媒体指导下开展活动。Palabras clave：relaciones publicas，comunicacion digital，sector vitivinicola，Internet，redes sociales Normal 0 21 false false ES X-NONE X-NONE抽象社交网络已成为西班牙葡萄酒行业组织沟通的关键工具。该行业的受欢迎程度产生了公司实施数字公共关系战略的必要性。社交网络可以提高知名度，并在专业管理的情况下与受众建立关系。通过在社交网络中保持活跃，葡萄酒公司可以了解利益相关者的意见和偏好，并获得恶名和管理数字声誉。因此，本研究的目的是通过主要社交网络（Facebook、Instagram、Twitter和YouTube）分析西班牙葡萄酒公司的存在和活动。在这项研究中，分析了西班牙营业额最高的1656家葡萄酒公司：33家企业，218家大型，517家中型和888家小型。结果显示，公司在主要社交网络中占据多数，但其活跃度较低。脸书是公司最喜欢与利益相关者交流的社交网络，而Instagram、Twitter和YouTube则是最不喜欢的。然而，公司出版物的频率与专家建议的频率相去甚远。西班牙葡萄酒公司在社交网络中的存在并不活跃，他们在渗透率更高的社交网络中下注（ELOGIA，2018；肯普，2018）。考虑到大多数公司已经使用社交网络4到9年了，低活跃度似乎对公司追随者的低媒体水平产生了影响。这意味着有必要反思公司在社交网络中的公共关系管理。它们限制了平台提供的可能性，不仅是为了提高数字可见性，也是为了共享组织活动。在社交网络中活跃度低的存在与初级、粗心和不专业的存在是一样的。这可能会影响公司的恶名和数字声誉。将这项研究与德国、美国、澳大利亚和新西兰等国其他葡萄酒公司的其他研究进行比较，发现在没有明确沟通策略的情况下使用社交网络（Szolnoki等人，2018）。该行业认识到社交网络的力量，但没有正确利用这些平台。最后，本研究通过一种特定的方法来分析社交网络中的沟通管理，并已适用于特定对象（西班牙葡萄酒公司）。作为未来的研究方向，对西班牙葡萄酒公司在社交网络中的研究将取得进展。这涉及到对社交网络中的内容管理和交互管理的分析。关键词：公共关系、数字通信、葡萄酒行业、互联网、社交网络
{"title":"La gestión comunicativa de las empresas vitivinícolas de España en las principales redes sociales / Communication management of Spanish wine companies in the main social networks","authors":"Ileana Zeler, Andréa Oliveira, S. Malaver","doi":"10.5783/rirp-18-2019-09-161-178","DOIUrl":"https://doi.org/10.5783/rirp-18-2019-09-161-178","url":null,"abstract":"Las redes sociales se han convertido en herramientas claves para la comunicacion de las organizaciones, especialmente en el sector vitivinicola de Espana. Las redes sociales permiten aumentar la visibilidad, a la vez que establecer y reforzar las relaciones con los publicos, siempre y cuando sean gestionadas profesionalmente. Asi, este estudio tiene como objetivo evaluar la presencia y actividad de las empresas vitivinicolas de Espana en las principales redes sociales (Facebook, Instagram, Twitter y YouTube). Para esta investigacion se analizaron las 1.656 empresas vitivinicolas con mayor facturacion de Espana. Los resultados exponen que las empresas tienen una presencia mayoritaria, pero su actividad es poco frecuente. Teniendo en cuenta que la gran mayoria de las empresas llevan entre 4 y 9 anos utilizando las redes sociales, la presencia poco activa parece repercutir directamente en la media baja de seguidores que tienen las empresas. Palabras clave: relaciones publicas, comunicacion digital, sector vitivinicola, Internet, redes sociales Normal 0 21 false false false ES X-NONE X-NONE Abstract Social networks have become key tools for organizational communication in the Spanish wine sector. The popularity that the sector is obtaining has generated the need to carry out digital public relations strategies by companies. Social networks allow increasing visibility and establishing relationships with audiences if they are managed professionally. Maintaining an active presence in social networks allows wine companies to know the opinions and preferences of stakeholders, as well as obtain notoriety and manage the digital reputation. Thus, the purpose of this study is to analyze the presence and activity of wine companies in Spain through the main social networks (Facebook, Instagram, Twitter, and YouTube). For this research, 1,656 wine companies with the highest turnover in Spain were analyzed: 33 corporate, 218 large, 517 medium and 888 small. Results exposed that companies have a majority presence in the main social networks, but their activity is low. Facebook is the social network most chosen by companies for communication with their stakeholders and Instagram, Twitter, and YouTube are the least chosen. However, the frequency of company publications is so far from the frequency recommended by experts. Spanish wine companies have an inactive presence in social networks and they bet in social networks where there is a greater penetration (ELOGIA, 2018; Kemp, 2018). Taking into account that the majority of companies have been using social networks for 4 to 9 years, low active presence seems to have an impact on the low media of companies’ followers. This implies the necessity to reflect on public relations management in social networks by companies. They are limiting the possibilities offered by platforms not only to increase digital visibility but also to share organizational activities. Having a presence with a low level of activity in social netw","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"9 1","pages":"161-178"},"PeriodicalIF":0.4,"publicationDate":"2019-12-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42538071","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 : 2019-12-18DOI: 10.5783/REVRRPP.V9I18.612
López del Castillo Wilderbeek, F. Leslie
La evaluacion de las relaciones publicas es una actividad de primer orden cuyo objetivo es comprender si esta funcion ha alcanzado la efectividad pretendida. Pese a que el mundo academico ofrece modelos de evaluacion, en la actualidad el analisis de los resultados obtenidos sigue estando mas centrado en datos relacionados con la cobertura que genera las relaciones publicas olvidando la verdadera influencia que espera alcanzar. Existe un consenso generalizado sobre la importancia que tiene medir los verdaderos resultados que se extraen de las acciones de relaciones publicas. Estos datos se conocen como outcomes y resulta muy complejo encontrar ejemplos reales y concretos sobre su medicion o cuantificacion. Este articulo espera ofrecer una opcion para el estudio de outcomes basado en la combinacion de analisis del discurso y de la semiotica. Palabras clave: Relaciones publicas, outputs, outcomes, evaluacion, analisis del discurso, semiotica Abstract Evaluation of public relations is a major activity whose goal is to understand whether this function has reached the intended effectiveness. Although the academic world offers evaluation models nowadays still common to analyze results with data obtained by the coverage generated by public relations, forgetting the true influence that it hopes to reach. Authors such as MacNamara and Gregory (2018) have analyzed the evaluation models of strategic communication focusing on the final results that are the objective of the communication actions. On the other hand, institutions such as the AMEC have formulated in their frameworks the differences that exist between the coverage obtained (outputs) and the changes achieved (outcomes). Therefore there is a general consensus on the importance of measuring the true influence of public relations actions. These data are known as outcomes and it is very difficult to find real and concrete examples of their measurement or quantification. This situation is due to the fact that institutions dedicated to measuring and evaluating communication avoid explaining in detail the methods they use to assess the achievement of objectives in the actions they implement. This article hopes to offer an option for the study of outcomes through the combination of discourse analysis and semiotics. On the one hand, discourse analysis is a qualitative research method that aims to extract relevant information from a contextual perspective. On the other hand, semiotics is a discipline with a broad vision oriented to the comprehension of messages. Within this line the use of a technique known as semiotic square allows to show the tensions in the meanings related to a brand or organization. The application of the discourse analysis and the semiotic square could allow interpreting the changes in the coverage generated by the communication actions of the organizations. This would be possible by applying an observation before the exposition and another after the application of the necessary commun
{"title":"Outcomes en la evaluación de las relaciones públicas, la aproximación semiótica / Outcomes in the evaluation of public relations, the semiotic approach","authors":"López del Castillo Wilderbeek, F. Leslie","doi":"10.5783/REVRRPP.V9I18.612","DOIUrl":"https://doi.org/10.5783/REVRRPP.V9I18.612","url":null,"abstract":"La evaluacion de las relaciones publicas es una actividad de primer orden cuyo objetivo es comprender si esta funcion ha alcanzado la efectividad pretendida. Pese a que el mundo academico ofrece modelos de evaluacion, en la actualidad el analisis de los resultados obtenidos sigue estando mas centrado en datos relacionados con la cobertura que genera las relaciones publicas olvidando la verdadera influencia que espera alcanzar. Existe un consenso generalizado sobre la importancia que tiene medir los verdaderos resultados que se extraen de las acciones de relaciones publicas. Estos datos se conocen como outcomes y resulta muy complejo encontrar ejemplos reales y concretos sobre su medicion o cuantificacion. Este articulo espera ofrecer una opcion para el estudio de outcomes basado en la combinacion de analisis del discurso y de la semiotica. Palabras clave: Relaciones publicas, outputs, outcomes, evaluacion, analisis del discurso, semiotica Abstract Evaluation of public relations is a major activity whose goal is to understand whether this function has reached the intended effectiveness. Although the academic world offers evaluation models nowadays still common to analyze results with data obtained by the coverage generated by public relations, forgetting the true influence that it hopes to reach. Authors such as MacNamara and Gregory (2018) have analyzed the evaluation models of strategic communication focusing on the final results that are the objective of the communication actions. On the other hand, institutions such as the AMEC have formulated in their frameworks the differences that exist between the coverage obtained (outputs) and the changes achieved (outcomes). Therefore there is a general consensus on the importance of measuring the true influence of public relations actions. These data are known as outcomes and it is very difficult to find real and concrete examples of their measurement or quantification. This situation is due to the fact that institutions dedicated to measuring and evaluating communication avoid explaining in detail the methods they use to assess the achievement of objectives in the actions they implement. This article hopes to offer an option for the study of outcomes through the combination of discourse analysis and semiotics. On the one hand, discourse analysis is a qualitative research method that aims to extract relevant information from a contextual perspective. On the other hand, semiotics is a discipline with a broad vision oriented to the comprehension of messages. Within this line the use of a technique known as semiotic square allows to show the tensions in the meanings related to a brand or organization. The application of the discourse analysis and the semiotic square could allow interpreting the changes in the coverage generated by the communication actions of the organizations. This would be possible by applying an observation before the exposition and another after the application of the necessary commun","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"9 1","pages":"119-142"},"PeriodicalIF":0.4,"publicationDate":"2019-12-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44679732","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}
京公网安备 11010802042870号
京ICP备2023020795号-1
扫码关注我们
求助内容：
应助结果提醒方式：