Las Relaciones Públicas como narrativa de las marcas en redes socialesEstudio de los principales anunciantes en España (2019)
- Javier Herrero-Gutiérrez (coord.)
- Jesús Segarra-Saavedra (coord.)
- Tatiana Hidalgo-Marí (coord.)
Publisher: Revista Mediterránea de Comunicación ; Universidad de Alicante / Universitat d'Alacant
ISBN: 978-84-09-25936-6
Year of publication: 2020
Pages: 173-191
Type: Book chapter
Abstract
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