University Communication Departments. Analysis of the Situation in Spain

  1. Busto Salinas, Lorena 1
  1. 1 Universidad de Burgos
    info

    Universidad de Burgos

    Burgos, España

    ROR https://ror.org/049da5t36

Revue:
Estudios sobre el mensaje periodístico

ISSN: 1988-2696

Année de publication: 2013

Titre de la publication: La enseñanza de la Comunicación en el Espacio Europeo de Educacion Superior (EEES)

Número: 19

Pages: 641-649

Type: Article

DOI: 10.5209/REV_ESMP.2013.V19.42013 DIALNET GOOGLE SCHOLAR lock_openAccès ouvert editor

D'autres publications dans: Estudios sobre el mensaje periodístico

Objectifs de Développement Durable

Résumé

Although public relations has grown considerably in the last years, communication officers in Spain stillfocus on oneway models and adopt a technician role. That is to say, they behave more like journalistsin residence than communication managers. Nevertheless, this research shows that several positive aspects of public relations (such as having a communication plan, evaluating publics’ actions and behaviors or making a bigger effort on research, planning and evaluation) relate to other beneficial publicrelations aspects. These actions involve, among others, the likeliness of defining concrete goals and linking them to the organization’s overall objectives and taking part or, at least, being consulted by the strategic planning team.

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