Las Relaciones Públicas como narrativa de las marcas en redes socialesEstudio de los principales anunciantes en España (2019)

  1. Emma Torres-Romay
  2. Silvia García-Mirón
Llibre:
La innovación docente, a debate: Aplicaciones en torno a la Comunicación Audiovisual, Publicidad, Relaciones Públicas y Periodismo
  1. Javier Herrero-Gutiérrez (coord.)
  2. Jesús Segarra-Saavedra (coord.)
  3. Tatiana Hidalgo-Marí (coord.)

Editorial: Revista Mediterránea de Comunicación ; Universidad de Alicante / Universitat d'Alacant

ISBN: 978-84-09-25936-6

Any de publicació: 2020

Pàgines: 173-191

Tipus: Capítol de llibre

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Resum

This article demonstrates the use of the different Public Relations actions that brands carry out, turning them into content on their social networks. It is about determining how a traditional discipline (Public Relations) has been incorporated into the new advertising strategies of companies. To be able to approach this object of study, a specific methodology has been developed that is applied to a sample of some advertisers in Spain. From the analysis of their campaigns, we have been able to establish a classification of content on social networks, determining which ones are directly related to Public Relations and even assess how some of the most classic formulas have become a fundamental content of social networks

Fuente de los datos: Dialnet