Andrea Felipe Morales, David Caldevilla Domínguez, José Rodríguez Terceño
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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
本文旨在研究公共关系工具(一般称为 "赞助")在经历了数字化传播和社会的筛选之后,究竟发生了怎样的变化。首先要考虑的是赞助作为公共关系工具的相同性质。这一术语与其他语义相近的术语之间存在着相当大的混淆。Andrea Felipe Morales, David Caldevilla Domínguez, José Rodríguez Terceño y María Elena Del Valle Mejías Revista de Ciencias de la Comunicación e Información.23, No 1, 29-41 30 交流活动。同样,传播柜在管理企业形象时,既要敞开大门,又要承担风险。在与公众沟通的双向性不断增强的背景下,通过赞助,这种管理可以成为关键,迫使公 共和私营实体越来越迫切地寻求积极的回应。