+ Descargar - Asociación de Investigadores en Relaciones Públicas

María Jesús Fernández Torres: Estrategias de Relaciones Públicas en el tercer sector.
persuasivas, ... esta comunicación estará centrada en cómo las ONG se sirven de las diferentes
estrategias de Relaciones Públicas para lograr conseguir los fines y objetivos que se proponen.
Palabras clave
Tercer Sector, ONG, Relaciones Públicas, Comunicación, Gobierno, Sociedad Civil
Abstract
The Third Sector is a heterogeneous concept, difficult to understand. Today's society is characterized
by the existence of three basic sectors: public, private and nonprofit, also called Third Sector.
Therefore, when speaking of the latter is necessary to emphasize that it consists of entities that do not
have profit as their main objective, comprising mainly two branches: social economy organizations
(cooperatives, mutual ...) and non-profit-making organizations (associations, foundations ...).
Among the non- profit-making entities are Non-Governmental Organizations that are autonomous
and independent from the field of nonprofit governments which spend their resources to finance
projects undertaken in the field of development cooperation.
It is clear that social inequalities are becoming more evident and that the efforts of governments, civil
society and organizations to eradicate poverty and other aspects are not successful. That is why
generating information and communication actions capable of encouraging the accession of members,
volunteers…, obtain microcredit and state aid, etc.. , It is necessary to obtain a social aim within a
specified period of time.
I understand Public Relations as an attempt to gain public support for an activity, cause, movement
or institution through various techniques such as information, communication, persuasion ... This
communication will focus on how NGOs make use of the different public relations strategies in order
to achieve the goals and objectives proponed.
Key words
Third Sector, NGO, Public Relations, Communications, Government, Civil Society
Introducción
Esta comunicación se centrará en cómo las ONG (como organizaciones no lucrativas y
adscritas al Tercer Sector) utilizan diferentes estrategias de comunicación para lograr
conseguir los objetivos que se proponen.
# A6 ACTAS ICONO 14 - Nº A6 – pp. 267/287 | 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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