Las relaciones públicas estratégicas para generar confianza y reputación [presentación del monográfico]

Mª Carmen Carretón Ballester; Mónica Viñarás Abad

doi:10.31921/doxacom.n30a9

Authors

Mª Carmen Carretón Ballester University of Alicante https://orcid.org/0000-0002-4851-9683
Mónica Viñarás Abad CEU San Pablo University, Madrid https://orcid.org/0000-0001-8792-5927

DOI:

https://doi.org/10.31921/doxacom.n30a9

Keywords:

Public relations, trust, strategic communication, innovation, reputation

Abstract

Society in general, as well as particular sectors of the public, actively seek information, but they are also content creators. Therefore, it is not only a matter of disseminating information, but also of communicating in a two-way direction and according to the needs detected from the business or institutional commitment to society. The role of public relations in discovering issues and their scope in reaching audiences (tangible values) is fundamental to effectively managing communication, building trust and gaining reputation (intangible values).

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Author Biographies

Mª Carmen Carretón Ballester, University of Alicante

Full Professor in the Department of Communication and Social Psychology at the University of Alicante where she teaches Public Relations Planning although she has been a university lecturer since 1998 and has taught in different master’s degree programmes from 2002 to the present. Her work and scientific contributions have been carried out with the research group “Public relations, social responsibility and communication with minorities” which she has been leading since 2005 at the University of Alicante. She is currently Vice President of the Association of Public Relations Researchers (AIRP) to which she has belonged since its inception in 2004, and Co-Chair of the panel of judges for the AIRP Awards for University Excellence in Public Relations for the Best Undergraduate and Master’s Degree Projects since 2014.
Mónica Viñarás Abad, CEU San Pablo University, Madrid

Full Professor in the Department of Audio-visual Communication and Advertising at CEU San Pablo University (Madrid). She holds a PhD from Complutense University of Madrid and has received the Extraordinary Doctorate Award. Author of more than fifty publications on public relations management, especially in the cultural sector, as well as on the development of corporate social responsibility and digital communication. She has also been a researcher on several investigative projects of the National R+D+i Plan regarding the vulnerable public. Professor of undergraduate, master’s and doctoral degrees, she is director of the Degree in Advertising and Public Relations and coordinator of the Master’s Degree in Public Relations and Events Organisation.