Las relaciones públicas estratégicas para generar confianza y reputación
- Mª Carmen Carretón Balleste 1
- Mónica Viñarás Abad 2
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1
Universitat d'Alacant
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2
Universidad CEU San Pablo
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ISSN: 1696-019X
Année de publication: 2020
Número: 30
Pages: 179-185
Type: Article
D'autres publications dans: Doxa Comunicación: revista interdisciplinar de estudios de comunicación y ciencias sociales
Résumé
Society in general, as well as particular sectors of the public, actively seek information, but they are also content creators. Therefore, it is not only a matter of disseminating information, but also of communicating in a two-way direction and according to the needs detected from the business or institutional commitment to society. The role of public relations in discovering issues and their scope in reaching audiences (tangible values) is fundamental to effectively managing communication, building trust and gaining reputation (intangible values).