Aportaciones para un modelo global de Planificación Estratégica en Relaciones Públicas y Comunicación Integral. Análisis de un caso: el uso de los modelos de Planificación Estratégica en algunas agencias y consultoras de Relaciones Públicas y Comunicación
The goal of this study is to propose a model of strategic planning in Public Relations and Corporate Communication. The literature review initiates the conceptual and terminological approach to the model. This is done by means of an analysis of the historical evolution of strategic planning from a number of points of view: the military one, game theory, and organizational and management theory. This is followed by a description and comparison of the communicative managing function as an area of study as conceived by the Organizational school, the Public Relations school, and the Corporate Communication school. Following the presentation of the main Public Relations concepts (i.e. image and reputation; perception, attitude, and conduct; identity; organizational culture; vision, mission, values, and corporate credo; environment and corporate social responsibility; conflict and issues management; audiences and stakeholders) the RACE model by Marston is used as a reference to describe a number of strategic planning models within the theory of Public Relations and Corporate Communication. On the grounds of such a description, a contribution to a model of strategic planning is made, which is applicable to both Public Relations and Corporate Communication. An empirical study follows which verifies the appropriate use of strategic planning by a number of Public Relations and Corporate Communication agencies in Spain. Finally, the conclusions to the doctoral dissertation are presented.
Advisor:Sáez Casas, Albert
School:Universitat Rovira i Virgili
Source Type:Master's Thesis
Keywords:fccb comunicació social
Date of Publication:09/19/2007