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Assumpció Huertas Roig: Limitaciones, deficiencias y oportunidades de las Relaciones Públicas en el ámbito rural.
Palabras clave
Comunicación, Relaciones públicas, Gabinetes de comunicación, Medios de comunicación de masas, Investigación
sobre la comunicación, Difusión de la información, Información pública.
Abstract
In the current era of globalization, rural issues are poorly treated by the media and are not very
present in society. Therefore, the objective of this study is to analyze the communicative situation
and activity of public relations in rural institutions, in order to know their reality, their needs and
limitations.
The methodology is based on a quantitative study and a questionnaire answered by the rural public
relations organizations. The data were analyzed using SPSS.
The results show that there is a deep social ignorance of the rural world and some loss of prestige,
because it is associated with negative stereotypes. The under-representation of rural issues in the
media due to the lack of communication professionals in the sector with proper training and full-time
jobs. This is compounded by the lack of structure and communication strategy in the development
and management of press releases. On the other hand, the distance from the headquarters of the
media and the specificity of rural news topics, generally negative, are other constraints on the
presence of media at a state level.
Rural institutions need more educated communication professionals with full time dedication, more
social awareness on rural issues and more pedagogy, either through the media or educational centers.
Key words
Communication, Public relations, Communication Departments, Mass media,, Communication research,
Information dissemination, Public information.
Introducción
En la actual sociedad de la información las necesidades comunicativas han aumentado para
todo tipo de empresas, organizaciones e instituciones. Y con ellas han proliferado los
gabinetes y profesionales de las relaciones públicas y la comunicación, que han crecido en
número, funciones y dimensión.
# A6 ACTAS ICONO 14 - Nº A6 – pp. 245/266 | 05/2011 | REVISTA DE COMUNICACIÓN Y NUEVAS TECNOLOGÍAS | ISSN: 1697–8293
C/ Salud, 15 5º dcha. 28013 – Madrid | CIF: G - 84075977 | www.icono14.net
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