Abstract
In a context characterized by the citizen participation and the reinforcement of the institutions’ interactive channels, the Spanish Royal Family is seen as a highly–restrictive informative environment: opaque, directional and full of taboos. The fall of the popularity of the monarchy makes the institution reconsider the relational space it shares with the mass media which are, above all, the builders of the symbolic meanings which support its reputation. Based on the agreement of a group of institutional communication experts, this paper provides several guidelines to dynamize the Royal Family’s informative speech. Two core axes identify almost every recommendation proposed by the group in order to reinforce the prestige of this institution, which is in a crisis: interactivity with the society and the communicative management transparency.
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