Análisis bibliométrico de tesis doctorales sobre Relaciones Públicas en España y Portugal (2006/2016)/Bibliometric analysis of doctoral theses on Public Relations in Spain and Portugal (2006/2016)

La investigación doctoral es fundamental para el desarrollo y consolidación de las distintas teorías que van incorporándose a las distintas áreas de conocimiento. Además, se le atribuye un valor añadido en la construcción del cuerpo teórico de una disciplina. Desde este punto de vista, las tesis son un indicador del estado evolutivo del desarrollo teórico y, a su vez, constituyen el origen de futuras publicaciones académicas y científicas.
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\nAl respecto, y en el ámbito de las relaciones públicas y la comunicación corporativa, la producción científica ha vivido un gran crecimiento en los últimos años. La defensa de tesis doctorales en el área y la ampliación de líneas de investigación también han proliferado. Sin embargo, todavía son muy escasos los estudios bibliométricos de tesis doctorales publicadas sobre las relaciones públicas y la comunicación, y no existe ninguno que aborde la producción conjunta y comparada entre España y Portugal, países muy cercanos desde un puesto de vista cultural.
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\nPor ello, el presente trabajo quiere abordar la investigación doctoral en el área de las relaciones públicas y la comunicación corporativa realizada en las universidades españolas y portuguesas entre 2006 y 2016 a partir del análisis de las tesis publicadas en sus universidades. Los resultados muestran cómo, si bien la producción ha aumentado considerablemente en los últimos años, sigue siendo escasas y acarrean la problemática de la falta de definición terminológica de la disciplina.

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This paper sets out a theory-based analysis of boundaries for four communication- focused subject areas that may be legitimately taught in business schools: organiza tional communication, business communication, management communication, and corporate communication. System, process, and product models provide the basis for the analysis. Those models were derived primarily from published definitions and taxonomies of the four areas. Such conceptual differentiation allows for a relatively objective determination of discipline boundaries and their interrelationships.

ResumenLa investigación se ha enmarcado en el estudio de la gestión de la comunicación organizacional en el deporte, con el enfoque en las redes sociales como canales estratégicos para establecer las relaciones con los fans de fútbol. Olabe (2012) y Ginesta (2011) han estudiado su influencia en la comunicación con los distintos públicos de las entidades deportivas. Sin embargo, son limitados los estudios de valor de la presencia e interacción mutua entre los clubes y sus jugadores estrella en sus respectivas estrategias digitales de comunicación corporativa basadas interactividad, influencia y publicity. El objetivo del estudio es demostrar la relación estratégica de la comunicación digital de los clubes de fútbol más importantes en la Liga de Fútbol Profesional (Real Madrid CF y FC Barcelona), con sus deportistas más mediáticos (Cristiano Ronaldo y Leo Messi) en Facebook, Twitter e Instagram. Para ello, se ha utilizado una triangulación metodológica, centrada en analítica Web 2.0 y análisis del contenido, abarcando el periodo de la competición de la LFP y descanso. Los resultados demuestran un alto rendimiento de perfiles en cuanto a actividad, popularidad y valor publicitario. Las conclusiones confirman la relación comunicacional entre los jugadores profesionales con sus respectivos clubes, desarrollando una clara visión de su estrategia comunicativa. Los clubes estudiados realizan estrategias distintas para sus jugadores; así como los jugadores estudiados tienen una marcada diferencia en cuanto a el objetivo de sus publicaciones en redes sociales. Palabras clave: relaciones públicas, comunicación organizacional, deporte, redes sociales, Real Madrid CF, FC Barcelona. AbstractThe research framework are studies of the management of organizational communication in sport, with the particular focus on social networks as strategic channels to establish relationships with football fans. Olabe (2012) and Ginesta (2011) demonstrated the influence of communication with different audiences of sports entities. However, there we can observe the limited number of studies on the mutual interaction between football clubs and their star players in their respective digital strategies of corporate communication based on interactivity, influence, and publicity. The objective of the study is to demonstrate the strategic relationship established via digital communication of the most important football clubs in the Professional Football League (Real Madrid CF and FC Barcelona), with their most popular athletes (Cristiano Ronaldo and Leo Messi, respectively) on Facebook, Twitter and Instagram. The choice of these networks is motivated by the wide use and application in case of both clubs and players (except for the FC Barcelona player, Messi who does not have a Twitter profile by the time of the study). A methodological triangulation has been used, centered on Web 2.0 analytics and content analysis of social networks, covering the period of the LFP competition and the time directly afterwards. In this way, we cover sporting period and vacation rest. In this way, we can determine the strategies of the players and their greater or lesser link to their club of relevance depending on the sport and competition activity. In order to accomplish the objective of the present study, we have used the online monitoring and measurement tools of social networks: FanPage Karma, Likelyzer and Twitonomy, so we have been able to collect a large amount of data, otherwise impossible to gather. The results show a high performance of profiles in terms of activity, popularity and advertising value. The data confirm the communication relationship between professional players and their respective clubs, developing a clear vision of their communication strategy. The study reflect the commitment and publicity value of football clubs and reveal the ways in which the players use it for their own businesses or sponsorships. In the case of both clubs, the players provoke the greatest interaction on the part of the followers, but they are not mentioned in messages through the hashtags, but key words. In addition, the clubs perform different strategies for their players. Additionally, the players have shown a marked difference in terms of the purpose of their publications on social networks. Among the conclusions, it is advisable to redesign the strategies of the social networks in order to include the conversation, dialogue and reciprocal relationship between clubs and their star players for the mutual communicative and promotional benefit, beyond the commercial effect. In short, the use of social networks by players and sports entities is based on objectives within their own separate communication strategy and business interests. However, it is advisable to cross the strategies of both players and entities to amplify the messages and optimize the strategies different actors of communication.Keywords: public relations, organisational communication, sports management, social networks, Real Madrid CF, FC Barcelona.

This study reviews data from the existing undergraduate programs in business and organizational communication in order to draw conclusions about the quality of current programs and offer a standard against which such programs can be compared. By comparing the various levels of student enrollment and faculty participation reported for seven undergraduate programs in organizational and business communication and the kinds of curriculum employed by these programs, the study es tablishes ranges for the number and type of students and faculty in volved in these majors. The authors also address the question of whether emphasis has been properly placed on subjects appropriate for a busi ness or organizational communication major by existing programs, and how inadequacies might be remedied.

The theory and practice of corporate communication is usually driven by other disciplinary concerns than the field of organizational communication. However, its particular mind-set focusing on wholeness and consistency in corporate messages increasingly influence the domain of contemporary organizational communication as well. We provide a formative and critical review of research on corporate communication as a platform for highlighting crucial intersections with select research traditions in organizational communication to argue for a greater integration between these two areas of research. Following this review, we relax the assumptions underlying traditional corporate communication research and show how these dimensions interact in organizational and communication analysis, thus, demonstrating the potential for a greater cross-fertilization between the two areas of research. This cross-fertilization, as we will illustrate, enriches the theorization of corporate and organizational communication and may better link micro- and macro level analyses.

This chapter examines how strategic communication has developed as a new sub-discipline or research tradition and what qualifies as new in this context, and why it has gained such high popularity in many parts of the world. The chapter is divided into two parts. The first part presents where, when, and why strategic communication has developed over time, and compares it to organizational communication, business communication, public relations and corporate communication. We discuss what is meant by strategy and strategic in strategic communication. In the second part, we focus on a critical 'perception' of strategic communication and the communication profession in society and presents examples of three sets of debates (or discourses) related to the value and status of strategic communication and the communication profession in Denmark: Strategic communication as a profession of 'cold hands', conducting 'pseudowork', but also as a valued profession of 'risk, issues and crisis managers' during Covid-19.

Strategic communication is today a term used by executives, managers, politicians, diplomats, communication practitioners, public relations and communication consultants, military officers, and several other professional groups. Authors have underlined that the boundaries between the different research fields that are interested in organizations; communication (i.e., marketing communication, organizational communication, and public relations) are unclear. To sum up, a symmetrical relationship thinking characterizes research in strategic communication and modern research in organizational communication, public relations, and marketing communication. The authors have chosen to deal specifically with integrated marketing, which is crucial for the development of corporate communication, which in some ways is equivalent to strategic communications. In academia, strategic communication is a knowledge interest that they find among researchers in fields such as business administration, sociology, psychology, political science, and media and communication studies.

ABSTRACTRecently, the field of strategic communication has been criticized for lacking a coherent theoretical synthesis. Recognizing that strategic communication is a sub-discipline of communication science, we study how the field is anchored in the corpus of established communication theories – including social science, interpretative, and critical approaches. To describe the use, development, and context of communication theories in strategic communication publications, we analyzed all articles published in ten public relations/ corporate communication/ organizational communication/ strategic communication journals over twenty years (N = 4,027). While the vast majority of articles did not refer to one of the 91 communication theories, the share of references to these theories has been increasing. Overall, we found a high diversity of approaches – with considerable differences among journals – indicating a broad discourse. However, we also found a growing relevance of the social science paradigm. We argue that a stronger focus on communication theories may facilitate a consilient synthesis and increase the relevance of the field, academically and practically. We therefore propose to strengthen the communication science perspective in strategic communication.

While societies struggle with the implications of text-based generative artificial intelligence (TGENAI), businesses are embracing the technology. Using framing, this original activity unit prepares business communication students for professional TGENAI use. Activities emphasize the need for an effective cognitive frame, as well as introduce advantages and disadvantages to using TGENAI-generated output. This unit can be used as a stand-alone introduction or as an additional unit to existing communication theory assignments. Preliminary results suggest improvement in responsible TGENAI framing use, business communication self-efficacy, and equity. Courses Business Communication, Public Relations, Advertising, Organizational Communication, Corporate Communications, and Social Media. Objectives Students will be able to (1) explain the importance of cognitive framing in business communication, (2) identify positive and negative aspects of using TGENAI in business communication cognitive framing, and (3) demonstrate the ability to create and edit TGENAI-generated messages for effective business communication.

Start-ups operating under conditions of uncertainty and limited resources face several challenges for strategic internal communication. Meanwhile, their efforts in welcoming newcomers are of vital importance for the achievement of organisational success. This study investigates what the start-up context means for strategic organisational entry communication. Following a review of research at the intersection of HRM and entrepreneurship with implications for strategic entry communication, entrepreneurs and newcomers in six start-ups were interviewed. A thematic analysis resulted in the identification of three themes of challenges for strategic communication connected to welcoming newcomers in start-ups, namely: Aspects related to the overall organisational context and situation, aspects related to newcomers’ job content and design, and finally entrepreneurs’ communication skills, knowledge, and time resources. The discussion shows implications of the start-up context for strategic organisational entry communication as regards opportunities for strategic communication, as well as the content and form of the strategic entry communication. The study contributes to the body of knowledge on strategic communication in start-ups by drawing on research from the intersection of HRM and entrepreneurship, as well as generating new empirical insights highlighting challenges to strategic internal communication in start-ups, especially for the purpose of welcoming newcomers.

Este artículo está centrado en los resultados de la observación de las redes sociales que utilizan 7 ONG en Medellín-Colombia y está enmarcado en la investigación “Colombia: ONG, Relaciones Públicas, recaudación de fondos y postconflicto”, cuyo objetivo es describir la realidad comunicativa de las ONG en Colombia a fin de determinar si están preparadas a nivel de gestión de las relaciones públicas para obtener los recursos financieros que les permitan cumplir su rol en el posconflicto colombiano. Inicialmente se trabajó en la construcción de un marco teórico que permitiera fundamentar los resultados y posterior discusión de éstos. Los cinco conceptos clave de este marco fueron: Comunicación, Organizaciones No Gubernamentales, comunicación estratégica, relaciones públicas y redes sociales. Posteriormente se hizo una observación con una ventana de tiempo de 5 semanas, comprendidas entre los meses de abril y mayo de 2018. Las características propias de los medios digitales, fueron el eje central del análisis de las publicaciones con las cuales se trabajó. Para esta segunda parte se tuvieron en cuenta 4 variables: ¿cuáles redes sociales utilizaban?, ¿qué tipo de contenido publicaban en ellas?, ¿cuál era la temática más recurrente en dichas publicaciones? y los parámetros de redacción. La metodología utilizada combinó lo cualitativo y lo cuantitativo. Dentro de las conclusiones se encontró una correlación baja entre la teoría sobre el uso estratégico de las redes sociales y lo que hacen estas organizaciones en la práctica. Palabras clave: medios sociales, relaciones públicas, organización no gubernamental, estrategias de comunicación, redes sociales, comunicación digitalAbstract This article focuses on the observation of social networks utilized by seven NGOs in Medellin-Colombia. It is a result of the research project "Colombia: NGOs, Public Relations, fundraising and post-conflict", whose objective was to describe the communicative reality of NGOs in Colombia, in order to determine whether they are prepared, at the level of public relations management, to obtain the financial resources needed to fulfill their expected role in the Colombian post-conflict.This study´s significance lies on the worldwide trend of the use of online technologies by non-governmental organizations in connecting with their target audiences. According to the results of the study, in its 2017 version, in Latin America, the average number of subscribers in NGO´s social networks ranges between 2,300, for small NGO´s, and 50,000 for large NGOs; 48% of these accept donations online; 94% have a profile on Facebook and 54% have a profile on Instagram. (Nonprofit Tech for Good, 2017)In developing this article, the researcher initially worked on building a theoretical framework that would allow a proper grounding of the results and their subsequent discussion. The five key concepts of this framework were: Communication, Non-Governmental Organizations, strategic communication, public relations and social networks. Subsequently, an observation was made with a time window of five weeks, between April and May 2018. Four criteria were considered in choosing the sample: 1. The researcher sought organizations that were affiliated to the Antioquian Federation of NGOs, since this guarantees that they are legally constituted entities, all possessing a recognized trajectory and responsibility in the fulfillment of their missions (Antioquian Federation of NGOs, 2018: 1). 2. Preference was given to NGOs based on the city of Medellín, one of the regions in Colombia with the largest number of these organizations. In addition, this allowed the researcher geographical closeness and the possibility of greater contact with the sample. 3. Focus was on NGOs that work on post-conflict issues. 4. First-floor NGOs were chosen, that is, those with direct contact with the beneficiaries of their actions.In order to collect the information, the researcher developed a matrix to record the activity that each entity developed in the networks. The characteristics of digital media were the central axis of the analysis of these publications. For this second part, four variables were taken into account: 1. Which social networks did the NGOs use? 2. What kind of content did they publish on them? 3. What was the most frequently recurring theme in these publications? And finally, 4. What where the composition parameters of the messages employed? This methodology utilized a mixture of qualitative and quantitative variables. Results allowed the researcher to show that all the organizations observed in the sample have profiles in the currently most popular social networks; however, their publications do not consider all the parameters that digital communication theory prescribes as needed for success. Among the conclusions of the study then, a low correlation was found between the theory of the strategic use of social networks, and the day-to-day practice of these organizations. Keywords: social media, public relations, non-governmental organizations, communication strategies, social networks, digital communications

A teoria e a prática da comunicação corporativa são habitualmente orientadas por interesses disciplinares para além dos do campo da comunicação organizacional. Por outro lado, o foco na preocupação com a integridade e consistência das mensagens corporativas tem vindo a influenciar cada vez mais os estudos contemporâneos da comunicação organizacional. Neste contexto, apresentamos uma revisão crítica sobre as pesquisas feitas no âmbito da comunicação corporativa, por forma a constituir uma plataforma que permita destacar cruzamentos importantes com as pesquisas tradicionais da comunicação organizacional e que possibilite uma maior integração entre estes dois domínios de investigação. O objetivo desta revisão é, por um lado, esbater os tradicionais pressupostos subjacentes às pesquisas de comunicação corporativa e, por outro, mostrar como essas dimensões interagem no âmbito das análises organizacionais e de comunicação, demonstrando, assim, as potencialidades de um cruzamento21 benéfico para as duas áreas. Esse cruzamento, como iremos ilustrar, enriquece a teorização da comunicação corporativa nle da comunicação organizacional e pode melhorar a relação das entre as análises micro e macro.

ABSTRACTIn this article, we introduce a multidimensional network perspective as a theoretical and methodological touchstone for the study of strategic communication. The perspective embraces the various disciplinary traditions that are found under the strategic communication umbrella (e.g., advertising, corporate communication, organizational communication, and public relations) and gives primacy to communication as the constitutive element through which organizations make strategic decisions about network positioning and representation to stakeholders. We begin with an overview of the trends in strategic communication that suggest a network perspective is a viable and timely approach. Next, we present the underlying assumptions of a network perspective and identify the six network types applicable to strategic communication research and practice: activity coordination, affiliation, affinity, flow, representational, and semantic. Finally, we introduce a set of propositions to illustrate the heuristic value of the approach and lay the groundwork for future theorizing.

Of the four disciplines under discussion in this special edition of Management Communication Quarterly, corporate communication is both the newest and perhaps the least understood. It is also the only one of the four that is specifically related to a functional area within organizations. This position article will first define the field of corporate communication as a discipline, then look at how it relates to the other subdisciplines under consideration (management communication, business communication, and organizational communication). The article will also focus on how corporate communication research is evolving.