Public Relations Techniques Research Articles

Sheikh Abdullah Al‐Salem's use of soft power and public relations: Transformation from emirate to state

AbstractThis paper describes the main factors that helped facilitate the transformation of Kuwait from an Emirate ‘Emarah’ (a non‐state) to an internationally recognised state during the rule of Sheikh Abdullah Al‐Salem from 1950 to 1965. It identifies the soft power actions and public relations communication strategies that facilitated the transformation of Kuwait from Sheikhdom to statehood. Sheikh Al‐Salem's strategies set the foundations for Kuwait to become recognised and respected in international affairs, not only in the Middle East but also globally. Data were collected and reviewed from the academic literature, from public records, legal documents, letters, press releases and newspaper and magazine articles as well as songs and TV interviews. The evidence shows that Sheikh Al‐Salem's use of soft power actions and public relations techniques were influential in facilitating the formation of the new state and made Kuwait an important player in the international arena while maintaining Arab nationalism and Islamic values.

The Use of Public Relations in Political Campaigns in Nigeria.

Public relations (PR) play an essential role in political campaigns in Nigeria. This study examines the use of public relations in political campaigns in Nigeria and its impact on political communication. Political campaigns in Nigeria have evolved from door-to-door meetings and rallies to sophisticated campaigns that use public relations techniques such as media relations, social media, public speaking and other related tactics. Public relations strategies used in political campaigns in Nigeria include agenda setting, issue creation, image building and crisis management. Political campaigns also use media gatekeepers to influence news production and build a positive public image. This study highlights the positive and negative impacts of PR on political campaigns in Nigeria, including increased voter turnout, use of propaganda, polarization and political violence. The methodology that will used to achieve this objective, qualitative research design will be employed. Qualitative research methods are useful in exploring complex phenomena, understanding social processes, and generating in-depth accounts of experiences, attitudes, and behaviors. The study concluded that while public relations is critical to the success of political campaigns in Nigeria, it must be used ethically and responsibly. In addition, political campaigns must be open and fair and must not use propaganda, polarization or violence to gain political power. Finally, five recommendation was suggested.

DIGITAL LITERACY AND TYPES OF COMMUNICATION WITH THE PUBLIC IN SPORTS

It is the responsibility of public relations professionals to encourage communication between the public and the organization. In sports clubs, discourse is crucial because it fosters tolerance and the coming together of individuals with disparate viewpoints and beliefs to work toward a shared objective. Sports teams may benefit greatly from using public relations techniques to strengthen their bonds with their fan bases. Measurement of fan groups' support and a better comprehension of the goals and missions of sports teams may be achieved by connecting the relationship outcomes to the PR process. External communication helps to build the club's reputation, gain financial support, and attract fans, sponsors, and media attention. Internal communication, on the other hand, ensures effective coordination and collaboration between players, coaches, and management personnel, enhancing teamwork and improving overall performance.

Evaluation of Public Relations Strategies and Techniques in the Management of Selected Non Profit Organizations in Benue and Nasarawa States

Evaluation of Public Relations Strategies and Techniques in the Management of Selected Non Profit Organizations in Benue and Nasarawa States

ANALISIS PENINGKATAN MUTU LEMBAGA PENDIDIKAN PESANTREN MELALUI MANAJEMEN HUMAS

Improving the quality of pesantren educational institutions through public relations management can be done by developing and applying appropriate public relations techniques. Pesantren educational institutions are traditional educational institutions that have their own management but do not deny changes in the current digital era. Public relations has a very important role in the relationship between two parties both from internal and external segments which aims to improve the quality of pesantren educational institutions. So to create a good communication, a good relationship is also needed by making an institution have solid management in the field of public relations. the application of public relations techniques according to Jefrerson and DeRoche theories where the techniques developed are written, oral, demonstration and electronic techniques. Public relations techniques can combine electronic techniques with written, oral or other techniques. This can make it easier for the wider community to get information, ideas or activity reports that can integrate between the institution and the wider community.

Enhancing Educational Impact: Exploring Effective Media And Public Relations Techniques In Educational Institutions

Abstract. This study aims to analyze the role of the media and public relations techniques in the context of educational institutions. Educational institutions have a big responsibility to convey information to the public, both through print media and through direct communication with stakeholders. So that the media and public relations techniques play a very important role in building a positive image of educational institutions and maintaining good relations with the public. This research uses secondary data obtained through literature studies, scientific journals, books, articles, and other sources of information related to media topics and public relations techniques in educational institutions. The data is analyzed systematically and critically to gain an in-depth understanding of the concepts, theories and practices related to the use of media and public relations techniques in an educational context. The results of this study indicate that the media and public relations techniques play an important role in building a positive image of educational institutions, increasing stakeholder engagement, and increasing effective communication between educational institutions and the community. The use of public media such as newspapers, television, radio, and social media has opened new opportunities for educational institutions to convey information widely and quickly to the public. Public relations techniques such as press conferences, promotional activities, and direct interaction with the community are also an important part of the educational institution's communication strategy. The role of media in public relations in educational institutions is very important and diverse. Educational institutions rely on media to reach a wider audience, including students, parents, prospective students, alumni, donors, policymakers and the general public.

Pre- And Post-Pandemic Corporate Social Responsibility (CSR) and Organisational Risk Management Practices

Corporate Social Responsibility (CSR), which has been around for a while in the business world, is frequently seen as a group of efforts meant to improve an organization's reputation by enhancing its public relations techniques. Businesses can gain from globalisation, but it also introduces new risks and sources of instability. There is increased uncertainty in corporate decision-making as firms become more reliant and exposed. Inexperienced players have emerged because of this interconnection, necessitating innovative risk management techniques. This study examines the association between CSR and organisational risk management practises in Malaysia's publicly traded corporations before and after the epidemic. The 91 Malaysian listed PLCs' annual and sustainability reports from 2004 to 2021 were the subject of an exploratory content analysis for this study. From a macro perspective, this study's findings suggest that the COVID-19 pandemic has increased Malaysian companies' concern about actively engaging in CSR and organisational risk management practises. This paper demonstrates CSR practises and organisational risk management practises in Malaysia to show an increasing trend in comparisons between pre- and post-pandemic situations, which may suggest manifesting towards better CSR performance to lever any foreseen or unforeseen organisational risk signals.

Are Public Relation Strategies Useful for Ghanaian Public Universities: An Exploratory Inquiry on the University of Education, Winneba in Ghana

Universities in the twenty-first century must use successful public relations methods to communicate with both external and internal audiences. Ghana's public universities are dedicated to change, which necessitates the creation of public relations techniques to increase student enrolment. The exploratory inquiry was used in this study. The consequences of public relations tactics on public relations strategies at Ghanaian public universities are examined in this paper. Based on the existing literature, it is concluded that public universities use a variety of marketing public relations strategies to increase student enrollment, including television advertising, radio advertising and web page information. However, there is still room for improvement, and practical recommendations are made.

PRESS ACCREDITATION IN WARTIME DURING THE 19TH CENTURY

This study highlights how military-press relations evolved in the 19th century towards institutionalising press accreditation during the armed conflicts with the aim of gaining the public trust and promoting the reputation of military organisations by managing the information release to audiences. A special focus is on the nascent press accreditation practices used by the military when interacting with correspondents sent by European and North American publications to cover, first-hand, the Eastern Question events unfolding on the battlefields of the Russo-Turkish War (1877-1878), in which Romania fought to win its national independence. The study reveals the crystallisation of Public Relations techniques and procedures in wartime – press officers’ appointment, written regulations on the terms and conditions for the press accreditation, ground rules for correspondents’ access to press briefings, interviews and documentation activities at combat units as members of press pools or as embedded journalists. These practices are enshrined nowadays in the Public Relations policies on media relations, and their emergence deserves better recognition in the history of communication sciences.

Can the six dimensions of Marketing Promotion enhance performance in the international shipbuilding industry?

The objective of this research is to analyse the degree of implementation of the six dimensions of Marketing Promotion in shipbuilding sector and the relationship between this degree and performance. The combined analysis of all Marketing Promotion dimensions identifies an improvement in performance of the companies that have made the greatest effort in terms of Promotion, being this influence mainly notable among Asian competitors. The specific study of each dimension detects similar efforts conducted by shipyards in terms of Personal sale, Sales promotion and Sponsorship, while it reveals differences in the use of Advertising, Public Relations and Direct Marketing techniques.

ACREDITAREA PRESEI PE TIMP DE RÃZBOI ÎN SECOLUL AL XIX-LEA

This study highlights how military-press relations evolved in the 19th century towards institutionalising press accreditation during the armed conflicts with the aim of gaining the public trust and promoting the reputation of military organisations by managing the information release to audiences. A special focus is on the nascent press accreditation practices used by the military when interacting with correspondents sent by European and North American publications to cover, first-hand, the Eastern Question events unfolding on the battlefields of the Russo-Turkish War (1877-1878), in which Romania fought to win its national independence. The study reveals the crystallisation of Public Relations techniques and procedures in wartime – press officers’ appointment, written regulations on the terms and conditions for the press accreditation, ground rules for correspondents’ access to press briefings, interviews and documentation activities at combat units as members of press pools or as embedded journalists. These practices are enshrined nowadays in the Public Relations policies on media relations, and their emergence deserves better recognition in the history of communication sciences.

Neurocomunicación digital y Relaciones Públicas: el caso de la prevención de suicidios en la población joven

Suicide is a complex phenomenon that has attracted attention throughout the times of humanity. Since ancient times, its history has been approached in a general way. Mesopotamian, Egyptian, Greek and Roman civilizations already considered it the product of a melancholic state of mind. Virtually all religions agree in their rejection as a means of ending life. The common basis for this rejection is that it is God who gives life and He is the only one capable of taking it away. Most writers agree when considering it as the result of an act resulting from a distressing situation. Carrying out this study is justified since it is a topic that draws attention worldwide, due to the increase in the registration of cases, becoming a Public Health problem. According to the World Health Organization (WHO), in 2020, 1.53 million people will die from suicide, one death every twenty seconds, and the number of attempts will be between ten and twenty times higher. Due to its seriousness, it requires our attention, although unfortunately, the large number of psychoeducational programs that exist for its prevention and control is not an easy task. With this work, we intend to understand its current reach in the young population and make known to what extent Artificial Intelligence (AI) and Neurocommunication with appropriate content on social networks could be applied to the management of Public Relations, to help alleviate, to a large extent, the envisaged attempts on the population concerned. Artificial Intelligence can be used to take advantage of real-time data to help us make more optimized and informed decisions. The advances made today in the field of advanced analytical techniques and statistical algorithms, to identify and obtain a better evaluation of what may happen in the future, processing data to identify patterns of behavior, managing with the media of communication, the issues derived from strategic consulting, academic research, can bring in various ways, great benefits in their application to Public Relations. This will increase the capacities that add value and can be considered as a prevention tool. New ways of acting that increase the efficiency between the sender and the receiver are necessary, through the contributions of neuroscience and the techniques of Public Relations so that their actions are more effective when the messages are directed towards reward systems of the brain. The new discipline of Neurocommunication as a meeting point between neurosciences and communication, tries to know the brain processes to carry out better strategies, in this case, of Public Relations, that allow decision-making in the adoption behaviour in various situations. In-depth knowledge of the processes of the human brain as a decision system in which individuals interpret their realities, depends on the way each subject decodes it, since there is a connection between how we act and the brain system. All this makes us foresee that its application in the field of Public Relations will be essential to mitigate the reality, in this case studied, in the affected groups.

Public relations-merchandising o la emergencia de un nuevo modelo de gestión organizacional: el caso El Corte Inglés

The difference between public relations and marketing lies essentially in its purpose: while marketing seeks to satisfy the economic needs of the company in the market, public relations pursue the confluence of interests of the organization in its environment and, as a consequence, optimal results in terms of public perception. Despite this distinction, the link between public relations and marketing has sparked broad theoretical debates, essentially reactive, from the relational postulates. While, from the perspective of public relations, the managerial character of public relations is emphasized as a directive function and the academic and professional difference between one discipline and another is deepened, from the postulates of marketing, it is naturally assumed that Public relations is a more integrated technique in the P of Marketing Mix promotion. The integrated management model "Marketing Public Relations" (Kitchen and Moss, 1995 and Papasolomou and Melanthiou, 2012), aimed at increasing efficiency in organizational management through the combination of public relations techniques and marketing techniques synergistically (Hutton, 1996 and Haywood, 1998), has been surpassed in recent years by new models, mainly corporate, focused on the systematic incorporation of specific public relations techniques along with those of merchandising and retail, under strategic postulates. Under this approach, through a qualitative methodological design, based on the concept of intra-method methodological triangulation that combines the case study method (2019 Mother's Day Campaign at the Spanish distribution company El Corte Inglés) and the use of secondary data sources (both bibliographic documents and documents of the organization under study), this article aims to analyze this emerging reality to conclude with the proposal of a comprehensive management model based on the concept of "Public Relations-Merchandising". The results derived from the study allow us to identify an integrated corporate model for managing public perception (and business reputation) and sales through the strategic use of commercial space and retail (merchandising). In this way, a new management model emerges, the “Public Relations Merchandising” model that pivots on four basic variables: - Issuer: companies are organizations and, as such, public relations can contribute to the development of their mission in society, mainly related to the generation of economic objectives derived from the sales process). - Recipient: understanding the client as a stakeholder implies that the company acquires a commitment to corporate behavior that necessarily responds to the expectations and interests of its buyers and consumers. These should be conceived as a key piece that underpins the organizational life and around which the company must build and develop (Pulido, 2017). - Context and message: the enormous growth of competition and the dizzying evolution of the purchasing process forces organizations to manage the shopping experience from relational postulates. The convergence of public relations and merchandising techniques drive a constant dialogue with customers through the profitability of the commercial space. It is possible to conclude that the integrated management of public relations applied to merchandising entails achieving a balance with the public, which, in turn, results in optimal levels of perception of the points of sale, the products and suppliers themselves, and even to buyers and consumers.

Public relations-merchandising o la emergencia de un nuevo modelo de gestión organizacional: el caso El Corte Inglés / Public relations-merchandising or the emergence of a new organizational management model: the El Corte Inglés case

El modelo de gestión integrada “Marketing Public Relations” (Kitchen y Moss, 1995; Papasolomou y Melanthiou, 2012), orientado a incrementar la eficacia de la gestión organizacional a través de la combinación de técnicas de relaciones públicas y técnicas de marketing de forma sinérgica (Haywood, 1997; Hutton, 1996), se ha visto superado en los últimos años por nuevos modelos, fundamentalmente corporativos, centrados en la incorporación sistemática de técnicas específicas de relaciones públicas junto con las propias del merchandising y el retail, bajo postulados estratégicos. Bajo este enfoque, a través de un diseño metodológico de corte cualitativo, sustentado en el concepto de triangulación metodológica intramétodo, que combina el método del estudio de caso (Campaña del Día de la Madre 2019 en la empresa española de distribución El Corte Inglés) y el uso de fuentes de datos secundarios (tanto documentos bibliográficos como documentos de la organización objeto de estudio), este artículo tiene como objetivo principal analizar esta realidad emergente para concluir con la propuesta de un modelo de gestión integral sustentado en el concepto de “Public Relations Merchandising”.Palabras clave: Relaciones públicas, merchandising, El Corte Inglés, comunicación organizacional.Abstract The difference between public relations and marketing lies essentially in its purpose: while marketing seeks to satisfy the economic needs of the company in the market, public relations pursue the confluence of interests of the organization in its environment and, as a consequence, optimal results in terms of public perception. Despite this distinction, the link between public relations and marketing has sparked broad theoretical debates, essentially reactive, from the relational postulates. While, from the perspective of public relations, the managerial character of public relations is emphasized as a directive function and the academic and professional difference between one discipline and another is deepened, from the postulates of marketing, it is naturally assumed that Public relations is a more integrated technique in the P of Marketing Mix promotion. The integrated management model "Marketing Public Relations" (Kitchen and Moss, 1995 and Papasolomou and Melanthiou, 2012), aimed at increasing efficiency in organizational management through the combination of public relations techniques and marketing techniques synergistically (Hutton, 1996 and Haywood, 1998), has been surpassed in recent years by new models, mainly corporate, focused on the systematic incorporation of specific public relations techniques along with those of merchandising and retail, under strategic postulates. Under this approach, through a qualitative methodological design, based on the concept of intra-method methodological triangulation that combines the case study method (2019 Mother's Day Campaign at the Spanish distribution company El Corte Inglés) and the use of secondary data sources (both bibliographic documents and documents of the organization under study), this article aims to analyze this emerging reality to conclude with the proposal of a comprehensive management model based on the concept of "Public Relations-Merchandising". The results derived from the study allow us to identify an integrated corporate model for managing public perception (and business reputation) and sales through the strategic use of commercial space and retail (merchandising). In this way, a new management model emerges, the “Public Relations Merchandising” model that pivots on four basic variables:- Issuer: companies are organizations and, as such, public relations can contribute to the development of their mission in society, mainly related to the generation of economic objectives derived from the sales process).- Recipient: understanding the client as a stakeholder implies that the company acquires a commitment to corporate behavior that necessarily responds to the expectations and interests of its buyers and consumers. These should be conceived as a key piece that underpins the organizational life and around which the company must build and develop (Pulido, 2017).- Context and message: the enormous growth of competition and the dizzying evolution of the purchasing process forces organizations to manage the shopping experience from relational postulates. The convergence of public relations and merchandising techniques drive a constant dialogue with customers through the profitability of the commercial space.It is possible to conclude that the integrated management of public relations applied to merchandising entails achieving a balance with the public, which, in turn, results in optimal levels of perception of the points of sale, the products and suppliers themselves, and even to buyers and consumers. Keywords: Public relations, merchandising, El Corte Inglés, organizational communication.

“I paid my income tax today”: How the U.S. government used public relations to persuade its citizens to accept a mass tax during World War II

This case study will show how U.S. Treasury Department (Treasury) and U.S. Office of War Information (OWI) officials used public relations strategies and techniques during World War II to ensure public acceptance of the installation of a personal income tax on most Americans, not just the wealthy. To prevent this change from appearing as coercion, U.S. government officials used sacrifice as an overriding message to help persuade Americans to join the taxpayer ranks. Patriotic Americans, the government told the public, would choose to do their part in the war effort by buying victory with their tax dollars. And, it was not just Uncle Sam saying this but popular entertainment figures ranging from singer Danny Kaye to animated character Donald Duck as well.

A produção científica em Relações Públicas e Política: uma análise bibliométrica / Scientific production on Public Relations and Politics: a bibliometric analysis

Compreender o campo acadêmico implica responsabilidades e produz resultado naquilo que é reconhecido como saber científico. Logo, este artigo tem como objetivo examinar a produção acadêmica dos estudos que trabalham a política e as relações públicas em conjunto. Para cumprir com este objetivo, foi realizada uma análise bibliométrica de abordagem quantitativa em 2.291 artigos e revisões publicadas entre os anos de 1937 e 2019 em periódicos indexados na base de dados Scopus. Este esforço justifica-se, pois ainda que técnicas e práticas de relações públicas existam há milênios, o campo teórico ainda exige debates necessários a fim diagnosticar os seus fundamentos e apontar caminhos para produzir material inovador que gere contribuições ao desenvolvimento da sociedade. O método aplicado envolveu a análise de citações, co-autoria e co-ocorrência de palavras. Os resultados encontrados indicam que o número de publicações segue uma tendência crescente e demonstram amadurecimento no estudo dos temas em questão. Trabalhos que lidam com relações públicas e política tratam de questões multidisciplinares e não se limitam à área da Comunicação.Palavras-chave: Relações Públicas, Política, Bibliometria, ScopusAbstract Life in society is a natural imperative as human beings are not supposed nor allowed to live in isolation from their pairs. Relations of power emerge once societies are constituted by constellations of interests. Public relations arises, thus, in the necessity of conciliating and promoting different interests among publics. Specifically, by dealing with politics, the public relations provide the logics and tools needed for a complex and uncertain environment. It also helps to turn the public opinion favourable to the accomplishment of different agents’ goals. Although public relations techniques and practices have existed for millennia, the theoretical field still needs debates to diagnose and comprehend its foundations. Scholars also urge for more researches in order to suggest directions to produce innovative knowledge that effectively contributes to the development of society. The authors believe that public relations is the field of knowledge that when better understood and operationalized can promote it for its ability to deal with distinct interests among publics. In this sense, not only the (in)congruencescongruencies between public relations and politics have impacted agents doing politics, but also required a better comprehension and understanding about the state of the knowledge. Given this, the paper aims to answer the following research question: how scientific production that deals with public relations and politics in conjunction is characterised? Methodologically, the article takes the premise that the publication of academic papers is the most used and valued instrument by researchers who want to publicize the results of their investigations. It is also understood that it is the way for a specific field to lay its foundations and become both recognised and established among a community of scholars. To assess the academic production that deals both with politics and public relations, a quantitative approach was carried out in 2,291 articles and reviews published between 1937 and 2019 in journals indexed in the Scopus database, extending the analysis made by previous scientific reviews. The bibliometrics analysis encompassed the evaluation of citations, co-authorship and co-occurrence of words. Four stages of research were identified in the paper (1937-1982; 1983-1996; 1997-2004; 2005-up-to-date) and the results indicate that the number of publications follows a growing trend presenting maturity in the study of both themes conjoint. Broadly, researches deal with multidisciplinary issues and are not limited to the field of Communication, encompassing streams of research in the following areas: Humans Sciences, Arts and Humanities, Health, Natural and Medical Sciences. The most referenced papers deal with confidence and risk in democracies, network analysis, public opinion and media, and relationship management. It was also found a humanistic approach to organisations’ management and a more pragmatist approach regarding the profession. The results also bring differences in comparison to previous researches that had established two schools of thought; the American pragmatist and the French critical schools. This article points to two schools of thinking regarding public relations and politics, which may be established in the United States and the United Kingdom. However, the paper does not claim that the effort presented is closed to new insights but asks for qualitative researches to have a deeper understanding of the quantitative analysis employed here.Keywords: Public Relations, Politics, Bibliometry, Scopus

Public relations for peacebuilding: case study from Colombia

PurposeThe purpose of this paper is to link public relations to peacebuilding. Although scholarship has discussed public relations as relationship management, the nexus between public relations and peace building has been understudied. To address this deficiency, this research studies the negotiations between the Government of Colombia and the FARC-EP separatist group that lead to the landmark peace treaty between the two entities that had fought for over five decades with thousands of deaths. Three research questions addressed the communication factors that contributed to the two sworn enemies – FARC-EP and the Colombian Government – finally sealing a peace agreement; the specific public relations strategies and techniques that led to relationship building between the two sides leading to the landmark peace agreement; and the use of the indicators of relationship building proposed by scholarship in the negotiations between the Colombian Government and FARC-EP.Design/methodology/approachThe case study method was used and a purposive sample of news reports from three national newspapers at specific key dates yielding a final sample consisted of 504 articles was analysed. A codebook with deductive and inductive categories was developed specially to study the existing communication factors (RQ1), public relations strategies and techniques (RQ2), as well as contributions by relationship indicators (RQ3). Given the sensitivity of the issues, only secondary data could be relied upon for this study.FindingsThe results of RQ1 fall within the scope of Grunig’s (2001), Sriramesh’s (1992) and Hung’s (2001) notion of the personal influence model where the leveraging of individuals’ network is important to facilitate communication. Indeed, the relations already existing and established with third parties are revealed to be fundamental to the success of the negotiation process. As for RQ2, findings demonstrate that the Colombian Government used third-party mediation, principled and distributive strategies, while FARC-EP mainly used contending strategies. But results showed that both used compromising during the whole process, and that both transitioned from one-way asymmetrical strategies, such as principled or contending towards compromising along the peace talks. Finally, findings demonstrate evidence of the four indicators of the relationship and their link with public relations techniques. The most evidenced indicators of the relationship were trust, commitment and control mutuality. Trust was the indicator of the relationship the most evidenced in the Colombian case. The dimension was built during the whole process and evolved continually. Distrust was the total between the two enemies at the beginning of the pre-negotiation. However, as parties entered into a relationship, confidence and trust increased.Research limitations/implicationsThe inability to obtain primary data is the major limitation of this study. It was caused by the sensitivity of the topic.Practical implicationsThis study links public relations to a very practical case that is also vastly understudied/underreported – peacemaking/peacebuilding – while also addressing communication by governments and civil society in Latin America – an area that is largely understudied.Originality/valueThis is the first study that links public relations with peacebuilding.

Inversión y evaluación del patrocinio deportivo en España / Investment and evaluation of sports sponsorship in Spain

El compromiso empresarial con el deporte está cada vez más presente en las decisiones gerenciales. El presente trabajo examina cómo la empresa decide la inversión y realiza la evaluación del patrocinio deportivo. Para afrontar el objetivo se ha realizado una revisión teórica, encuestas a 40 empresas españolas y un focus group. Los datos obtenidos muestran cómo la empresa rentabiliza al máximo sus acciones de patrocinio y las evalúa. Los resultados se presentan para grandes empresas y pymes, de forma que los resultados son relevantes para la comprensión del reto comunicativo que supone el patrocinio. Entre las principales conclusiones se encuentra la necesidad de evaluar el patrocinio a través de la notoriedad, la imagen y las ventas. Palabras claves: patrocinio, deporte, relaciones públicas, inversión, evaluación, comunicación Abstract The business commitment to sport, although not in a new way, is increasingly present in managerial decisions due to the great importance and relevance of this discipline in today's society, where we find ourselves leading, in many cases, the information and interests of citizens. On the other hand, public relations techniques must be increasingly sophisticated and precise, in a media environment in which it is increasingly difficult to impact the consumer in the search for their response and action. A consumer wanting to get involved in their environment and participate in companies, through their brands, which also echoes the responsibility of brands in their day to day and in the actions closest to them. Therefore, the present work examines how the company decides the investment in sponsorship and how it carries out the evaluation of sports sponsorship in its struggle to take responsibility actions that provide intangible values ​​difficult to achieve with the only use of advertising campaigns to the use. In order to meet the objective set out in this paper, a theoretical review has been carried out from the company's perspective and what the application of different disciplines means to achieve its objectives, reviewing concepts such as the activation of sponsorship and the evaluation of sponsorship. lay the foundations for a practical investigation that offers an image of what is happening nowadays with companies and sports. The theoretical revision has served to carry out a fieldwork by applying two techniques in two different and consecutive phases; On the one hand, in the first phase a quantitative technique has been used, such as the completion of a survey with a structured questionnaire, sent to more than 100 companies selected according to objective criteria, obtaining a response from 40 Spanish companies that develop sponsorship actions Within their communication strategies, both large organizations and SMEs have been included in the selection of the sample, in view of the need to review whether they act in the same way although with different investments or their behavior changes to different needs. The second phase has had a more qualitative technique such as the realization of a focus group to a group of specialists in sponsorship and advertising techniques, as well as public relations, with the aim of assessing and validating or not, the quantitative results and to be able to draw general conclusions, this has been a convenience sample in which the experience and knowledge have been sought in order to deepen in the treated topic. The data obtained shows how the company maximizes its sponsorship actions and its evaluation actions. The results are presented broken down, considering the two types of companies with which they have worked; for large companies and SMEs, so that the information is relevant for understanding the communicative challenge of sponsorship, taking into account the type of company and its objectives. Among the main conclusions is the need to evaluate sponsorship through strategic measures such as notoriety, image and, of course, sales. Keywords: Sponsorship, sports, public relations, investment, evaluation, communication

Review on Ghid al comunicatorului din institutiile publice, authored by Ana Dinescu, LUMEN Publishing House

The volume Ghid al comunicatorului din institu?iile publice (Guide of the communicator from public institutions) of the author Ana Dinescu, published at LUMEN Publishing House, represents a working guide of the specialist in institutional communication, reviewing the current activities, methods and techniques of communication and public relations, as well as their customized application to the communication made by the public institutions, in order to ensure the transparency of decision making and to facilitate the public participation.

“The Next Great Plague to Go”

During the Great Depression, U.S. Surgeon General Thomas Parran Jr. initiated a public health education campaign that told Americans venereal diseases such as syphilis and gonorrhea needed to be “The next great plague to go.” The next phase of the campaign included his request to the U.S. Congress for public funds for training medical personnel and additional facilities to service those who had contracted VD. This article discusses how Parran used public relations techniques to generate awareness of the dangers of VD, ameliorate the social stigma associated with those diseases, and receive more funding for VD control. This case study of how Parran used media relations, controlled media output, and legislative lobbying provides a means to understand how public relations was used to achieve organizational goals in the 1930s, specifically by a government agency and its leader.