Revista Internacional de Relaciones Publicas最新文献

{"title":"2016) / Bibliometric analysis of doctoral theses on Public Relations in Spain and Portugal (2006/2016)","authors":"Susana Miquel-Segarra, Gisela Gonçalves","doi":"10.5783/rirp-17-2019-03-25-48","DOIUrl":"https://doi.org/10.5783/rirp-17-2019-03-25-48","url":null,"abstract":"","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"1 1","pages":""},"PeriodicalIF":0.4,"publicationDate":"2019-06-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"71012504","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":"Inversión y evaluación del patrocinio deportivo en España / Investment and evaluation of sports sponsorship in Spain","authors":"Magdalena Mut-Camacho","doi":"10.5783/RIRP-17-2019-08-139-164","DOIUrl":"https://doi.org/10.5783/RIRP-17-2019-08-139-164","url":null,"abstract":"espanolEl compromiso empresarial con el deporte esta cada vez mas presente en las decisiones gerenciales. El presente trabajo examina como la empresa decide la inversion y realiza la evaluacion del patrocinio deportivo. Para afrontar el objetivo se ha realizado una revision teorica, encuestas a 40 empresas espanolas y un focus group. Los datos obtenidos muestran como la empresa rentabiliza al maximo sus acciones de patrocinio y las evalua. Los resultados se presentan para grandes empresas y pymes, de forma que los resultados son relevantes para la comprension del reto comunicativo que supone el patrocinio. Entre las principales conclusiones se encuentra la necesidad de evaluar el patrocinio a traves de la notoriedad, la imagen y las ventas. EnglishThe business commitment to sport, although not in a new way, is increasingly present in managerial decisions due to the great importance and relevance of this discipline in today's society, where we find ourselves leading, in many cases, the information and interests of citizens. On the other hand, public relations techniques must be increasingly sophisticated and precise, in a media environment in which it is increasingly difficult to impact the consumer in the search for their response and action. A consumer wanting to get involved in their environment and participate in companies, through their brands, which also echoes the responsibility of brands in their day to day and in the actions closest to them. Therefore, the present work examines how the company decides the investment in sponsorship and how it carries out the evaluation of sports sponsorship in its struggle to take responsibility actions that provide intangible values difficult to achieve with the only use of advertising campaigns to the use. In order to meet the objective set out in this paper, a theoretical review has been carried out from the company's perspective and what the application of different disciplines means to achieve its objectives, reviewing concepts such as the activation of sponsorship and the evaluation of sponsorship. lay the foundations for a practical investigation that offers an image of what is happening nowadays with companies and sports. The theoretical revision has served to carry out a fieldwork by applying two techniques in two different and consecutive phases; On the one hand, in the first phase a quantitative technique has been used, such as the completion of a survey with a structured questionnaire, sent to more than 100 companies selected according to objective criteria, obtaining a response from 40 Spanish companies that develop sponsorship actions Within their communication strategies, both large organizations and SMEs have been included in the selection of the sample, in view of the need to review whether they act in the same way although with different investments or their behavior changes to different needs. The second phase has had a more qualitative technique such as the realization of a focus group ","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"9 1","pages":"139-164"},"PeriodicalIF":0.4,"publicationDate":"2019-06-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43889866","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Campanha permanente nas redes sociais digitais: um estudo de caso da análise da fanpage do governador Flávio Dino, no Brasil/ Permanent campaign on digital social networks: a case study analysis of Flavio Dino’s fanpage, in Brasil","authors":"M. Massuchin, Luenir Felizardo da Silva","doi":"10.5783/REVRRPP.V9I17.591","DOIUrl":"https://doi.org/10.5783/REVRRPP.V9I17.591","url":null,"abstract":"Resumo Esta pesquisa faz uma analise da  fanpage do governador do Estado do Maranhao, Flavio Dino (PC do B), considerado como um dos politicos mais atuantes nas redes sociais no Brasil. O artigo parte do pressuposto de que, embora a campanha oficial tenha data para comecar e terminar, os agentes politicos – especialmente aqueles que ocupam algum tipo de cargo – podem usar a comunicacao digital para obter visibilidade publica fora do periodo eleitoral. Por isso, a finalidade deste estudo e verificar como o governador utiliza sua  fanpage ao longo do mandato. Para isso, sao observadas caracteristicas em torno do conteudo – apelo, estrategias e temas – e tambem os formatos de cada postagem. O corpus do trabalho e formado por 359 postagens, que corresponde ao total de publicacoes referentes aos meses de janeiro, fevereiro e marco do ano de 2018 e utiliza-se da analise de conteudo como metodologia da pesquisa. Dentre os resultados percebe-se o uso da ferramenta estrategica, especialmente como forma de prestar contas.  Ha menos informacao sobre o que se passa no governo, que indicaria transparencia. Ha, por outro lado, uma especie de agenda publica do governador conjuntamente a um discurso tematico e bastante pragmatico. Se por um lado ha caracteristicas de marketing politico e profissionalizacao, percebe-se elementos que dialogam com o conceito de comunicacao publica, o que mostra um papel importante da rede social na distribuicao de informacao de interesse publico, mesmo sendo um espaco do governante e nao das instituicoes, ja que pouco e abordado sobre questoes pessoais. Palavras-chave: campanha permanente, redes sociais, comunicacao politica. Abstract This research analyzes the fanpage of the governor of the State of Maranhao, Flavio Dino (PC do B), on Facebook, considered as one of the most active politicians in social networks in Brazil. The article assumes that although the official campaign has a special time, outside the election period, political actors - especially the elected - can use internet tools to gain public visibility. Therefore, the purpose of this study is to verify how the governor uses his fanpage throughout the term. The text brings a discussion based on the concept of permanent campaign as a way to link with the public and the importance of this space for public and governmental communication, especially because the positives characteristics of social networks and the type of information that can be shared with the citizens. The article discusses how communication between representatives and representatives can go beyond visibility, offering content about transparency, accountability, closeness to followers and discussion of topics of public interest. For the analysis are observed characteristics about the content - appeal, strategies and themes - as well as the formats of each post. The corpus of empirical research consists of 359 posts, which corresponds to the total of publications made during the months of January, Februar","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"9 1","pages":"229-248"},"PeriodicalIF":0.4,"publicationDate":"2019-06-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49391846","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Identidad e imagen corporativas. Relación entre los perfiles de identidad e imagen de la Feria de Loja/Corporative Identity and image. Relation between the profiles of identity and image of the Feria de Lola","authors":"J. Riascos","doi":"10.5783/REVRRPP.V9I17.590","DOIUrl":"https://doi.org/10.5783/REVRRPP.V9I17.590","url":null,"abstract":"Resumen La Feria de Loja es un evento comercial tradicional de la ciudad de Loja y de la region sur de Ecuador, que se ha desarrollado ininterrumpidamente por 189 anos.  Desde 2016, la administracion y gestion del evento esta a cargo de la Corporacion de Ferias de Loja, buscando potenciar el emprendimiento, la innovacion y la cultura como sus ejes estrategicos. El estudio investiga y relaciona los perfiles de identidad e imagen de la Feria de Loja, a partir del analisis de su vision estrategica y de las percepciones de sus principales publicos.  Se aplico una entrevista especializada al director ejecutivo de la Corporacion de Ferias de Loja y se realizaron grupos focales con tres grupos de stakeholders del evento: medios de comunicacion, empleados-colaboradores y estudiantes de segundo ano de bachillerato de los colegios de la ciudad. Los resultados muestran el perfil de identidad del evento, especificando los atributos de personalidad, institucionales y competitivos, asi como priorizandolos como principales, secundarios y perifericos.  Por otra parte, se exponen los perfiles de imagen corporativa por publico estudiado y el perfil general de imagen.  Finalmente, se hace una relacion de los perfiles de identidad e imagen, para detectar las brechas entre la identidad y la imagen proyectada de la Feria de Loja en sus publicos estrategicos, que a su vez representan insumos de planificacion de la comunicacion de identidad del evento. Palabras Clave: Relaciones publicas, identidad, imagen, Feria, Loja. Abstract Corporate identity and image are concepts that are intertwined and sometimes confused and distorted. Identity is what the organization is, represents its character and is shaped by its central, distinctive and lasting characteristics, according to the criteria of Gioia, Schultz a Corley (2000). The image, according to Terkla a Pagano (cited by Oliva a Prieto, 2015,117), is the public perception of an organization, is how people imagine and believe it as an institution or company. Therefore, the organization can manage its identity because it is built inside, but not its image because it is formed in the minds of its public and has no control over it. The present study investigates the values and corporate beliefs of the members and executive management of the Feria de Loja, a commercial and traditional event in the southern region of Ecuador, which has been continuously developed for 189 year, since the Liberator Simon Bolivar decreed it in 1829. Based on the research, the identity profile of the Loja Fair is established, recognizing the main, secondary and peripheral attributes. The Feria de Loja was managed by the Standing Committee of Fairs, but since 2016 the Loja Fairs Corporation was set up. Among its management objectives, it proposed to change the concept of the event, going from a purely comercial fair to promoting entrepreneurship, innovation and culture. Therefore, entrepreneurship is the core attribute of the Loja Fair, highlighting ","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"9 1","pages":"189-208"},"PeriodicalIF":0.4,"publicationDate":"2019-06-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41374765","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Salas de imprensa online em Portugal: a sua utilização pelas empresas do PSI 20 na sua relação com os jornalistas/Online newsrooms in Portugal: their use by PSI20 companies in their relationship with journalists","authors":"Fátima Rubina Pita Rodrigues, S. Sebastião","doi":"10.5783/REVRRPP.V9I17.583","DOIUrl":"https://doi.org/10.5783/REVRRPP.V9I17.583","url":null,"abstract":"Resumen El objetivo de este estudio es conocer las salas de prensa virtuales de las empresas que cotizan en la Bolsa de Lisboa (PSI20); y evaluar su importancia en la relacion entre las organizaciones y periodistas. Se busca identificar las principales denominaciones dadas a las salas de prensa online, su ubicacion en el sitio web de la organizacion y nivel de acceso, y el tipo de contenidos disponibles. Tambien se presentan las opiniones de periodistas portugueses de economia sobre el tipo de contenido que buscan en estas salas. Se utilizo un enfoque metodologico mixto, el analisis del contenido  de los sitios web de las empresas en estudio; y un cuestionario aplicado a los periodistas portugueses de economia. Los resultados muestran que los recursos disponibles en las salas de prensa de las empresas en estudio son insuficientes. Solo tres de los sitios web analizados no tienen sala de prensa, las existentes son facilmente reconocibles y localizadas por los periodistas - por la denominacion predecible, por la ubicacion en la pagina principal y por la ausencia de barreras en el acceso a la informacion (registro o login). Palabras claves: Relaciones Publicas, Periodistas; Salas de prensa virtuales,Index PSI20 Abstract The Internet has brought new tools that allow organizations to communicate with their different publics. As journalists are one of the main interest groups for organizations, it becomes relevant to understand the changes that this medium introduces in the exercise of public relations and journalism functions, and in what way has affected the relationship between the two types of communication professionals. The new medium has caused changes in journalists' work routines, due to the new platforms that allow the dissemination of news and Internet searches that save costs and time in collecting information. Within the website, the development of online pressrooms, a space that gathers information of potential interest to journalists, facilitated the consultation and collection of information about organizations. However, previous studies on online newsrooms have shown that, although organizations increasingly rely on this tool to establish relations with journalists, their use is still incipient. The objective of this study is to understand the use of online newsrooms of companies listed on the Lisbon Stock Exchange, in Portugal (PSI20), assessing their importance in the relationship between organizations and journalists. It seeks to identify the main names given to online newsrooms, their location on the organization's website and level of access, and the type of content made available. We have also collected opinions of Portuguese economic journalists on the type of content they seek in these newsrooms. We used a mixed methodological approach with content analysis of the websites of the companies and a survey applied to Portuguese economic journalists. The results show that although only three of the websites analyzed do not have an o","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"9 1","pages":"209-228"},"PeriodicalIF":0.4,"publicationDate":"2019-06-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44629282","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Reseña del libro Gestión de la comunicación en instituciones / Book Review Communication Management in Institutions","authors":"Elena Millán Celis","doi":"10.5783/REVRRPP.V9I17.594","DOIUrl":"https://doi.org/10.5783/REVRRPP.V9I17.594","url":null,"abstract":"Gestion de la comunicacion en instituciones de Carlos de las Heras, Isabel Ruiz y Francisco Javier Paniagua versa sobre todos los aspectos esenciales que giran en torno a la comunicacion institucional y sobre la importancia de coordinar estrategias de comunicacion desde las organizaciones. Abstract Communication Management in Institutions written by Carlos de las Heras, Isabel Ruiz and Francisco Javier Paniagua is a book about the key aspects of communication in any kind of institutions.","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"9 1","pages":"249-252"},"PeriodicalIF":0.4,"publicationDate":"2019-06-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43236526","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Los think tanks y su presencia en la agenda mediática española/ Think tanks and their presence in the Spanish media agenda","authors":"Sara Rebollo-Bueno","doi":"10.5783/REVRRPP.V9I17.584","DOIUrl":"https://doi.org/10.5783/REVRRPP.V9I17.584","url":null,"abstract":"Resumen El estudio que se expone a continuacion intenta abordar el papel que tienen los  think tanks en la prensa espanola. Los laboratorios de ideas centran su actividad en crear y reformular ideas con el objetivo de difundirlas a la opinion publica y que esta las acoja y las tomen como propias, la mayor parte de estas enfocadas al ambito politico. Por tanto, los medios de comunicacion tienen un papel fundamental en el desarrollo de estas organizaciones. Para la consecucion de los objetivos de este estudio se ha realizado una revision bibliografica a fondo del tema expuesto y, ademas, se desarrolla una metodologia cuantitativa a traves de un analisis de contenido de los cuatro periodicos con mayor promedio de difusion segun la Oficina de Justificacion de la Difusion (OJD). Gracias a la aplicacion de esta metodologia se han obtenido resultados y conclusiones sobre la relacion entre los laboratorios de ideas y los medios de comunicacion en Espana. Todo esto, junto al planteamiento de la pregunta de investigacion: ‘Los  think tanks espanoles difunden su actividad y sus ideas a traves de medios de comunicacion afines a su ideologia politica, situandose en la misma posicion del espectro politico’. La presencia, las estrategias y las tecnicas que estas organizaciones utilizan para la difusion de su actividad son algunas de las secciones que este estudio expone. Asimismo, se obtienen conclusiones acerca de nuevos  think tanks espanoles que han irrumpido en la presa, como Politikon y sus relaciones con el periodico  El Pais , abriendo futuras lineas de investigacion. Palabras clave: Think tanks , laboratorios de ideas, medios de comunicacion, prensa espanola, relaciones publicas. Abstract The following study attempts to address the role of think tanks in the Spanish press. These institutions focus their activity on creating and reformulating ideas with the aim of disseminating them to the public opinion and that the latter welcomes them and takes them as its own, most of these are focused on the political themes. In addition, the information provided by think tanks that have greater participation and, therefore, appearances in the media, are characterized by achieving greater legitimacy. Therefore, the media have a fundamental role in the development of these organizations. In order to achieve the objectives of this study, an in-depth bibliographic review of the subject has been carried out, dealing with different areas that are found around these think tanks: definition, typologies, functions, objectives and the importance of communication for these institutions. It has also focused later on contextualising and characterising how these institutions are and how they carry out their activity in Spain, as the study seeks to focus on the Spanish reality. In the same way, in order to obtain a more faithful image of the state of think tanks in the Spanish territory, a quantitative methodology has been developed through an analysis of the content of the four ","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"9 1","pages":"165-188"},"PeriodicalIF":0.4,"publicationDate":"2019-06-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41488406","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":"La relación como valor estratégico en comunicación organizacional entre los clubes de fútbol y jugadores estrella en redes sociales/The relationship as a strategic value in organizational communication between football clubs and star players in social net","authors":"Gema María Lobillo Mora, E. S. Lozano","doi":"10.5783/REVRRPP.V9I17.576","DOIUrl":"https://doi.org/10.5783/REVRRPP.V9I17.576","url":null,"abstract":"Resumen La investigacion se ha enmarcado en el estudio de la gestion de la comunicacion organizacional en el deporte, con el enfoque en las redes sociales como canales estrategicos para establecer las relaciones con los fans de futbol. Olabe (2012) y Ginesta (2011) han estudiado su influencia en la comunicacion con los distintos publicos de las entidades deportivas. Sin embargo, son limitados los estudios de valor de la presencia e interaccion mutua entre los clubes y sus jugadores estrella en sus respectivas estrategias digitales de comunicacion corporativa basadas interactividad, influencia y  publicity . El objetivo del estudio es demostrar la relacion estrategica de la comunicacion digital de los clubes de futbol mas importantes en la Liga de Futbol Profesional (Real Madrid CF y FC Barcelona), con sus deportistas mas mediaticos (Cristiano Ronaldo y Leo Messi) en Facebook, Twitter e Instagram. Para ello, se ha utilizado una triangulacion metodologica, centrada en analitica Web 2.0 y analisis del contenido, abarcando el periodo de la competicion de la LFP y descanso. Los resultados demuestran un alto rendimiento de perfiles en cuanto a actividad, popularidad y valor publicitario. Las conclusiones confirman la relacion comunicacional entre los jugadores profesionales con sus respectivos clubes, desarrollando una clara vision de su estrategia comunicativa. Los clubes estudiados realizan estrategias distintas para sus jugadores; asi como los jugadores estudiados tienen una marcada diferencia en cuanto a el objetivo de sus publicaciones en redes sociales. Palabras clave: relaciones publicas, comunicacion organizacional, deporte, redes sociales, Real Madrid CF, FC Barcelona. Abstract The research framework are studies of the management of organizational communication in sport, with the particular focus on social networks as strategic channels to establish relationships with football fans. Olabe (2012) and Ginesta (2011) demonstrated the influence of communication with different audiences of sports entities. However, there we can observe the limited number of studies on the mutual interaction between football clubs and their star players in their respective digital strategies of corporate communication based on interactivity, influence, and publicity. The objective of the study is to demonstrate the strategic relationship established via digital communication of the most important football clubs in the Professional Football League (Real Madrid CF and FC Barcelona), with their most popular athletes (Cristiano Ronaldo and Leo Messi, respectively) on Facebook, Twitter and Instagram. The choice of these networks is motivated by the wide use and application in case of both clubs and players (except for the FC Barcelona player, Messi who does not have a Twitter profile by the time of the study). A methodological triangulation has been used, centered on Web 2.0 analytics and content analysis of social networks, covering the period of the LFP competition and","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"9 1","pages":"71-96"},"PeriodicalIF":0.4,"publicationDate":"2019-06-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46155043","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":"Análisis bibliométrico de tesis doctorales sobre Relaciones Públicas en España y Portugal (2006/2016)/Bibliometric analysis of doctoral theses on Public Relations in Spain and Portugal (2006/2016)","authors":"Susana Miquel-Segarra, Gisela Gonçalves","doi":"10.5783/REVRRPP.V9I17.570","DOIUrl":"https://doi.org/10.5783/REVRRPP.V9I17.570","url":null,"abstract":"La investigacion doctoral es fundamental para el desarrollo y consolidacion de las distintas teorias que van incorporandose a las distintas areas de conocimiento. Ademas, se le atribuye un valor anadido en la construccion del cuerpo teorico de una disciplina. Desde este punto de vista, las tesis son un indicador del estado evolutivo del desarrollo teorico y, a su vez, constituyen el origen de futuras publicaciones academicas y cientificas. Al respecto, y en el ambito de las relaciones publicas y la comunicacion corporativa, la produccion cientifica ha vivido un gran crecimiento en los ultimos anos. La defensa de tesis doctorales en el area y la ampliacion de lineas de investigacion tambien han proliferado. Sin embargo, todavia son muy escasos los estudios bibliometricos de tesis doctorales publicadas sobre las relaciones publicas y la comunicacion, y no existe ninguno que aborde la produccion conjunta y comparada entre Espana y Portugal, paises muy cercanos desde un puesto de vista cultural. Por ello, el presente trabajo quiere abordar la investigacion doctoral en el area de las relaciones publicas y la comunicacion corporativa realizada en las universidades espanolas y portuguesas entre 2006 y 2016 a partir del analisis de las tesis publicadas en sus universidades. Los resultados muestran como, si bien la produccion ha aumentado considerablemente en los ultimos anos, sigue siendo escasas y acarrean la problematica de la falta de definicion  terminologica de la disciplina. Palabras clave: bibliometria, relaciones publicas, comunicacion corporativa, tesis doctorales. Abstract Doctoral research is fundamental for the development and consolidation of the different theories that are incorporated into an area of ​​knowledge. In addition, a fundamental added value is attributed in the construction of the theoretical body of a discipline. From this point of view, the theses are an indicator of the evolutionary state of theoretical development and, in turn, constitute the origin of future academic and scientific publications. In recent years, scientific production in the field of public relations and corporate communication has experienced great growth. The publication of doctoral theses also evidences this increase and in turn reflects the interest in this field of communication which, given its nature, is subject to constant change. The doctoral research and its results allow to detect trends in the research lines, as well as to appreciate the evolution in the approaches of the discipline. That is why it is interesting to know the topics, objects of study and authorship and directions of the theses, both to consolidate certain theories and to detect incipient trends. However, there are still very few bibliometric studies of published doctoral theses on public relations and communication, and there is none that addresses joint and comparative production between Spain and Portugal, countries that are very close from a cultural point of view. Therefore, t","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"9 1","pages":"25-48"},"PeriodicalIF":0.4,"publicationDate":"2019-06-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42449958","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"La gestión estratégica de la identidad visual en las organizaciones con mejor reputación / The strategic management of visual identity in organizations","authors":"A. Rincón, Pedro Antonio Hellín Ortuño","doi":"10.5783/REVRRPP.V9I17.578","DOIUrl":"https://doi.org/10.5783/REVRRPP.V9I17.578","url":null,"abstract":"El presente articulo trata sobre la identidad visual corporativa de las empresas como tecnica transversal de relaciones publicas. En primer lugar y a traves de una revision bibliografica, tratamos de acotar y definir los conceptos usados tradicionalmente para referirse a los elementos de la identidad visual corporativa. A continuacion, y mediante un analisis cualitativo, obtenemos datos sobre como gestionan estos recursos las empresas con mejor reputacion corporativa, segun el Monitor Empresarial de Reputacion Corporativa Merco, 2018. Por ultimo y a modo de discusion, proponemos algunas pautas para la gestion de la identificacion visual grafica en las empresas, en linea con su estrategia corporativa y con vistas a responder de forma optima a las necesidades actuales de sus publicos. Palabras claves: Relaciones publicas, marca, identidad visual corporativa, organizaciones Abstract This article addresses the corporate visual identity of companies as a transversal public relations technique. First of all, we carry out a literature review of studies that provide definitions and taxonomies of brands and the identifiers of the organization at a formal level. This lets us reflect on the very concept of brand as well as corporate image, corporate identity and visual identity. Secondly, regarding the publics of an organization and more specifically the needs of said audiences with respect to the brand and identifiers, we highlight the lack of consensus regarding their classification. Only the field of public relations has shown a clear interest in identifying and creating a hierarchy of the publics that is functional and operational for research and professional praxis. This fact can be seen in the contributions of authors such as Bernays (1923) Marston (1963), Urzaiz (1971), Grunig and Hunt (1984), Villafane (1993), Solano Fleta (1995), Franca (2004) and Xifra (2005), Matilla (2007-2009), Capriotti (2009) or Miguez Gonzalez (2010). Next, based on the classification proposed by Xifra (2005) around external and internal audiences, we draw a framework of operational action of the publics focussing on corporate visual identity. Then, through a qualitative analysis, we conduct a study of the management of corporate visual identity on the corporate websites of the companies with the highest reputation in Spain. The sample is limited to the one hundred companies with the best reputation in Spain and their corporate websites, based on the ranking prepared by the Corporate Monitor of Corporate Reputation Merco from 2018. In the same way and through secondary sources and telephone consultations we investigate the existence of platforms created specifically for the internal and external management of the identity. The objective in both cases is to establish common practices in the treatment of this type of information and its possible correlation with the earlier theoretical expositions. To this end, an analysis template composed of twelve variables is introduced: ","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"9 1","pages":"97-116"},"PeriodicalIF":0.4,"publicationDate":"2019-06-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46590858","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}