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Vicenta Hernández Mira, David Barceló Esteban: Relaciones públicas de Michelle Obama
El objetivo de este trabajo se logra a través de una investigación introspectiva, aunque también podría
tener carácter evaluativo: la auditoría 1 de las acciones de RRPP llevadas a cabo por Michelle Obama
durante el 2008, con el fin de establecer sus principales líneas estratégicas y delimitar los objetivos
con los diferentes públicos desde los modelos conductuales de las relaciones públicas.
Palabras clave
Relaciones públicas, comunicación, política, Michelle Obama, modelos, conducta.
Abstract
Through a personal style, and often sharper than that of her husband, Michelle Obama won the
approval of a broad electoral sector during the 2008 campaign. At present, and you as first lady, is
reinforcing its image of closeness through countless public relations activities in the U.S. and other
countries.
This paper presents an analysis of public relations developed by Michelle Obama during the campaign
from different behavioral models (Grunig and Hunt, 2000; Jordi Xifra, 2008) and had as its main
purpose, to represent the figure of woman , wife and mother, capable of assuming responsibilities in
the political management of the country. In this role as a woman, sought to attract the female vote,
plus the vote of the mothers were more traditional and present, helping to generate sympathy and
empathy through personal identification, one of the cornerstones of the campaign her husband in the
development of the strategy with public relations.
The aim of this work is accomplished through an introspective investigation, but could be evaluative:
the audit of PR actions undertaken by Michelle Obama in 2008, in order to establish its main
strategic lines and delineate the targets different audiences from the behavioral models of public
relations.
Key words
Public relations, media, politics, Michelle Obama, models, behavior
# A6 ACTAS ICONO 14 - Nº A6 – pp. 754/767 | 05/2011 | REVISTA DE COMUNICACIÓN Y NUEVAS TECNOLOGÍAS | ISSN: 1697–8293
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