+ Descargar - Asociación de Investigadores en Relaciones Públicas

Palabras clave
Isabel Suárez Castaño: Las instituciones ante las Relaciones Públicas 2.0
Wikileaks, Internet, reputación 2.0, transparencia, Assange, comunicación de crisis, Relaciones Públicas 2.0
viralidad, comunicación institucional, comunicación corporativa
Abstract
Wikileaks arises quite some questions about the way public institutions will deal in future with their
Public Relations in the 2.0 context. A large number of studies uphold e-government will benefit
institutions, despite the challenge it entails, and brings about a lot more accessibility and proximity to
their stakeholders, based on conversation and dialog with them. However, Assange considers
organisations, corporations and institutions as basically conspirative elements, searching only their
own illegitimate profit. He tries to attack that power structures on the basis that their own
complexity will force them to mantain a high transversal level of information and, if leaks provide the
entire socity access to relevant and sensible information, his initiative will lead organisations to
restrict that information flor in a drastic way, so they will finally collapse. Considering it is
commonly accept it is the Internet what gives virality to messages, Wikileaks has chosen an inedit
strategy, reaching agreements with relevant media, owners of pre-digital newspapers (and their online
versions) to process the leaked information and give it legitimacy. The champion of transparency
in the Net has clearly restricted access to information to the rest of media, untill it´s been published
by those he has an agreement with.
Key words
Wikileaks, Internet, 2.0 Reputation, transparency, Assange, crisis communication, 2.0 Public Relations,
virality, institutional communication, corporative communication
Introducción
Esta investigación se centra en el estudio del caso Wikileaks, con qué fines surge, cómo
evoluciona en varias etapa diferenciadas y finalmente eclosiona, en una estrategia combinada
entre medios tradicionales, webs y redes sociales. Veremos la posibilidad del nacimiento de
organizaciones parecidas e intentaremos dilucidar qué riesgos comporta para las Relaciones
Públicas de las Instituciones y organizaciones.
# A6 ACTAS ICONO 14 - Nº A6 – pp. 435/443 | 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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