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IntroducciónKeywords: advertising campaigns, brand, community relations, corporate communication, corporate government, corporate image, corporate reputation, digital communication, dircom, human resources, institutional communication, institutional relations, internal communication, leadership, lobby, management, marketing, media relations, organization, political communication, press relations, public relations, social corporate responsibility, social media, social networks, sponsorship, stakeholders, strategic communication, wise consuming. Abstract: this publishing co-production approaches communication from strategic perspective and corporate reputation, tying it simultaneously to disciplines and thematic keys in the communicational management, like leadership and human resources. also, it includes a refection about educational expectations and competences of professionals in present scenarios, in which management of social networks redefines the schemes of entailment with the public and the use of the communicational tools, raising a shift of paradigm for the organization: from bidirectionality to dialogue with the audiences on a horizontality base. also, more than a dozen of authors focus in some of the specific communication managements, both internal and external, from their professional and academic experience in order to frame through this publication the public relations in south latin america.
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