Los públicos en la etapa de investigación de la planificación estratégica de las relaciones públicas. Estudio de los públicos en las empresas productoras, distribuidoras y comercializadoras de gas natural y energía eléctrica en España

• Autores: Andrea Oliveira dos-Santos
• Directores de la Tesis: Kathy Matilla (dir. tes.), Paul Capriotti (dir. tes.)
• Lectura: En la Universitat Rovira i Virgili ( España ) en 2012
• Idioma: español
• Tribunal Calificador de la Tesis: Antonio Castillo Esparcia (presid.), Assumpció Huertas Roig (secret.), M. Carmen Carretón (voc.)
• Materias:
  • Matemáticas
    • Investigación operativa
      • Planificación
• Enlaces
  • Tesis en acceso abierto en: TDX
• Dialnet Métricas: 3 Citas
• Resumen

  • The analysis of the public in the first stage of the strategic planning of public relations is vital for the design of communication strategies in organizations. Although the literature acknowledges this importance, it raises several ways of analyzing these groups, usually performed superficially or fragmentary and only few authors construct a broad framework of analysis. This current empirical study reviews the notion that communication departments of the energy sector in Spain have about the public and its analysis in the process of strategic decision making. The main results of the empirical study reveal a dichotomy in the conception of publics: active and specific collectives versus passive and massified collectives. Moreover, in cases where publics are analyzed, the analysis is not directed towards its identification with the objective of developing communication programs of greater strategic rigor.