Revista Internacional de Relaciones Publicas最新文献

{"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}

{"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}

{"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}

{"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}

{"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}

{"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}

{"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}

{"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}

{"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}

{"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}