Crowdfunding:

Abstract

The present article intends to make a study of the way in which the tool of Public Relations generically known as patronage has changed or not after being submitted to the sieve of the digitalization of communication and society. Starting by considering the same nature of patronage as a tool of public relations. There is considerable confusion between this term and others that are semantically close to it. A situation aggravated by anglicisms such as those that abound in the business environment and those that come from the digitalization of economic and Andrea Felipe Morales, David Caldevilla Domínguez, José Rodríguez Terceño y María Elena Del Valle Mejías Revista de Ciencias de la Comunicación e Información. Vol. 23, No 1, 29-41 30 communicative activity. The same that opens doors but also involves risks for communication cabinets in their management of the corporate image. A management that, through patronage, can be key in a context in which the bidirectionality of communication with the public is constantly growing, forcing public and private entities to seek, more and more urgently, a positive response flow