Comunicación Corporativa
La gestión del diálogo para recuperar la confianza y derribar barreras culturales en los museos
Resumen En la última década las organizaciones han sido conscientes de cómo la confianza de la sociedad hacia ellas ha mermado a causa de comportamientos poco éticos y escándalos relacionados con la corrupción. Este trabajo se centra en el uso de la comunicación por el museo como institución histórica y de encuentro de comunidades. El objetivo de esta investigación es el de ahondar en la perspectiva relacional de la comunicación corporativa y, de manera específica, en su poder regenerador de confianza y creador de comunidad. La hipótesis establece que, debido al descrédito en las instituciones, los museos han decidido convertir la comunicación corporativa y, en concreto, las relaciones públicas, en una herramienta estratégica para relacionarse con sus stakeholders y mostrarse como lugares de encuentro multicultural. La investigación se basa en una revisión bibliográfica y una metodología cualitativa a través de entrevistas en profundidad a responsables de comunicación de los principales museos españoles madrileños, catalanes y vascos con un mayor número de visitantes en los últimos cinco años. Los resultados muestran que la comunicación se convierte en un elemento estratégico fundamental para que los museos refuercen lazos con sus grupos de interés y generen espacios de diálogo e inclusión entre comunidades minoritarias.
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Apolo, D.; Báez, V. Pauker, L; Pasquel, G. (2017). Gestión de Comunicación Corporativa: consideracio-nes para el abordaje de su estudio y práctica. Revista Latina de Comunicación Social,72, pp. 521-539. https://doi.org/10.4185/RLCS-2017-1177
Argenti, P. (2014). Comunicación Estratégica y su contribución a la reputación. Madrid: McGraw-Hill Education.
Atarama Rojas, T.; Cortéz Alburqueque, C. (2015). La gestión de la reputación digital en las universidades: Twitter como herramienta de la comunicación reputacional en las universidades peruanas. Revista de comu-nicación, 14, (1), pp. 26-47.
Baker, S. (2002). The Theoretical Ground for Public Relations Practice and Ethics: A Koehnian Analysis. Journal of Business Ethics, 35, pp. 191-205.
Black, S. (1993). The Essentials of Public Relations. London: Kogan Page.
Borja, J.; Castells, M. (1997, 4 de marzo). ‘La ciudad multicultural’. La Factoría Revista Social. Disponible en: shorturl.at/fqOTZ
Cheney, G; Christensen, L. T. (2001). ‘Public Relations as Contested Terrain: A Critical Response’. In Heath, R. L. (Ed) Handbook of Public Relations, pp. 167-181. Thousand Oaks, CA: SAGE.
Capriotti, P.; Pardo, H. (2012). Assessing dialogic communication through the Internet in Spanish muse-ums. Public Relations Review, 38(4), pp. 619-626. https://doi.org/10.1016/j.pubrev.2012.05.005
Cordón, D.; González, D. (2016). Museos y comunicación: los nuevos medios como herramienta de diálogo y sociabilidad de la institución. El uso de Twitter por el museo del Prado, museo Thyssen-Bornemisza y museo Reina Sofía. Fonseca Journal of Communication, 12 (1), pp. 149-165. https://doi.org/10.14201/fjc201612149165
Cordón, D. (2018). Evolución conceptual del museo como espacio comunicativo. Estudios sobre el mensaje periodístico, 24, (1), pp. 485-500. https://doi.org/fpdb
Cutlip, S.; Center, A.; Broom, G. (1984). Effective Public Relations. Eglewood Cliffs, New Jersey: Prentice-Hall.
Dachary, A. C.; Arnaiz, S. M. (2004). Globalización y turismo: ¿dos caras de la misma moneda? Estudios y perspectivas en turismo, 13, (3-4), pp. 303-315.
Elwood, W. N. (1995). Public Relations Inquiry as Rhetorical Criticism: Case Studies of Corporate Discourse and Social Influence. Westport, Connecticut: Praeger.
Ferguson, M. A. (2018). ‘Building theory in Public Relations: Interorganizational Relationships’. Journal of public Relations Research, 30 (4), pp. 164-178. https://doi.org/fpdc
Fernánez Fernández, V.; Suárez Suárez, M.A.; Calaf Masachs, R. (2021). Comunicación en museos a través de redes sociales durante la pandemia: desvelando nuevas oportunidades de interacción. Fonseca Journal of Communication, 23 (2), pp. 129-149. https://doi.org/10.14201/fjc202123
Freeman, E.; Harrison, J.; De Colle, S. (2010). Stakeholder Theory: The State of the Art. Cambridge: Cam-bridge University Press.
Grunig, J. E.; Hunt, T. (1984). Managing Public Relations. New York: Holt, Rinehart and Winston.
Gutiérrez, E.; Laporte, M. T. (Eds.) (2013): Tendencias emergentes en la comunicación de instituciones. Barcelo-na: UOC Press.
Hallahan, K. (2005). Community and Community Building. In R. L. Heath (Ed) Encyclopedia of Public Relations, (vol. 1, pp. 171-174). Thousand Oaks, California: SAGE.
Heath, R. L.; Coombs, T. (2006). Today's Public Relations. London: SAGE Publications, Inc.
Hunt, T.; Grunig, J. E. (1994). Public Relations Techniques. Fort Worth: Harcourt Brace College Publishers.
Hutton, J. G. (1999). The Definition, Dimensions and Domain of Public Relations. Public Relations Re-view, 25 (2), pp. 199-214. https://doi.org/fjb94q
Iannni, O. (2004). La Sociedad Global. Mexico DF: Siglo XXI Editores.
Jensen, M. C. (2002). Value Maximization, Stakeholder Theory and the Corporate Objective Function. Journal of Business Ethics Quarterly, 12 (2), pp. 235-256. https://doi.org/btkgf3
Kotler, N.; Kotler, P.; Kotler, W. (2008). Museum marketing and strategy: designing mission, building au-diences, generating revenue and resources. San Francisco: Jossey-Bass Inc.
Kruckeberg, D.; Starck, K. (1988). Public Relations and Community. A Reconstructed Theory. New York: Prae-ger.
Kruckeberg, D. (1995). The Challenges for Public Relations in the Era of Globalization. Public Relations Quarterly, 40 (4), pp. 36-39.
Kruckeberg, D. (1998). The Future of Public Relations Education: Some Recommendations. Public Rela-tions Review, 24 (2), pp. 235-248. https://doi.org/cn9drz
Kruckeberg, D.; Starck, K. (2004). The Role and Ethics of Community Building for Consumer Products and Services. Journal of Promotion Management, 10 (1), pp. 133-146. https://doi.org/fm8bfk
Kruckeberg, D. (2007). An Organic Model of Public Relations: The Role of Public Relations for Gov-ernments, Civil Society Organizations (CSO) and Corporation in Developing and Guiding Social and Cultural policy to Build and Maintain Community in the 21st Century Civil Society. En: The Administra-tion of Ulan-Ude Committee of Social Politics (Ed.) Municipal Social Politics and the Public: Realities and Perspectives. Materials of the International/Scientific Conference, pp. 17-25. Ullan-Ude: Buryatia Scientific Center of Russian Academy of Science.
Kruckeberg, D.; Tsetsura, K. (2008). The Chicago School in the Global Community: Concept Explica-tion for Communication Theories and Practices. Asian Communication Research, 3, pp. 9-30.
Kruckeberg, D.; Vujnovic, M. (2010). The Death of the Concept Publics (Plural) in 21st Century Public Relations. International Journal of Strategic Communication, 4 (2), pp. 117-125. https://doi.org/dk57sg
Lamb, L. F.; Mckee, K. B. (2005). Applied public Relations: Cases in Stakeholder Management. Mahwah, New Jersey: Lawrence Erlbaum Associates.
Ledingham, J. A.; Bruning, S. D. (1998). Relationship Management in Public Relations: Dimensions of an Organization Public Relationship. Public Relations Review, 24 (1), pp. 55-65. https://doi.org/cvjnm2
Ledingham, J. A.; Bruning, S. D. (2001). ‘Community Relations’. En R. L. Heath (Ed.) Handbook of Public Relations, pp. 527-534. Thousand Oaks, CA: SAGE.
Ledingham, J. A. (2003). Explicating Relationship Management as a General Theory of Public Relations. Journal of Public Relations Research, 15 (2), pp. 181-198. https://doi.org/c9c7pv
Maestro, L.; Cordón, D.; Abuín, N. (2018). La comunicación publicitaria en entornos digitales: herra-mientas para garantizar la reputación corporativa. Prisma Social, 22, (3), pp. 209-228.
Mitra, A.; Schwartz, R. L. (2001). From cyber space to cybernetic space: Rethinking the relationship be-tween real and virtual spaces. Journal of Computer Mediated Communication, 7 (1), JCMC713. https://doi.org/fcsjvx.
Oliveira, A.; Capriotti, P. (2013). Gestión estratégica de los públicos en museos. De la identificación a la comunicación. El Profesional De La Información, 22(3), pp. 210-214. https://doi.org/10.3145/epi.2013.may.03
Patton, M. Q. (1987). How to use qualitative methods in evaluation. Thousand Oaks, California: SAGE Publi-cations.
Pieczka, M.; L’Etang, J. (2001). Public Relations and the Question of Professionalism. In R. L. Heath (Ed.) The Handbook of Public Relations, pp. 223-236. Thousand Oaks, California: SAGE.
Porter, C. E. (2004). A typology of virtual communities: A multidisciplinary foundation for future re-search. Journal of Computer-Mediated Communication, 10, (3), JCMC1011. https://doi.org/fn5cbs
Putnam, R. D. (2000). Bowling Alone: The Collapse and Revival of American Community. New York: Simon & Schuster.
Sotelo, C. (2001). Introducción a la comunicación institucional. Barcelona: Ariel.
Starck, K.; Kruckeberg, D. (2001). Public Relations and Community: A Reconstructed Theory Revisited. In R. L. Heath (Ed.) The Handbook of Public Relations, pp. 51-60. Thousand Oaks, California: SAGE.
Valentini, C.; Kruckeberg, D.; Starck, K. (2012). Public Relations and Community: A Persistent Cove-nant. Public Relations Review, 38, (5), pp. 873-879. https://doi.org/10.1016/j.pubrev.2012.06.001
Valentini, C. (2015). Is using social media “good” for the public relations profession? A critical reflection. Public Relations Review, 41 (2), pp. 170-177. https://doi.org/10.1016/j.pubrev.2014.11.009
Vujnvovic, M.; Kruckeberg, D. (2005). Imperative for an Arab Model of Public Relations as a Framework for Diplomatic, Corporate and Nongovernmental Organization Relationships. Public Relations Review, 31, (3), pp. 338-343. https://doi.org/10.1016/j.pubrev.2005.05.018
Vujnovic, M.; Kruckeberg, D. (2010). The Local and Global Challenges of Public Relations: A Call for an Anthropological Approach to Practicing Public Relations. In R. L. Heath (Ed.) The SAGE Handbook of Public Relations, pp. 671-678. Thousand Oaks, California: SAGE Publications.
Vujnovic, M.; Kruckeberg, D. (2011). Managing Global Public Relations in the New Media Environ-ment. In M. D. (Ed.) Managing Media Work, pp. 217-224. Thousand Oaks, California: SAGE Publica-tions.
Vujnovic, M.; Kruckeberg, D. (2012). Public Relations and Community: A Reconstructed Theory Revisit-ed (once again). Paper presentado en la 15th Annual International Public Relations Research Conference 'Using Theory for Strategic Practice Through Global Engagement and Conflict Research'. Miami.
Vujnovic, M.; Kruckeberg, D.; Starck, K. (2021). ‘Extending the boundaries of public relations through community-building and organic theories’. En: Valenitni, C. (Ed.) Public Relations (1st ed.), pp. 433-450. Helsinki: De Gruyter.
Xifra, J. (2003). Teoría y Estructura de las Relaciones Públicas. Madrid: Mc Graw Hill.
Argenti, P. (2014). Comunicación Estratégica y su contribución a la reputación. Madrid: McGraw-Hill Education.
Atarama Rojas, T.; Cortéz Alburqueque, C. (2015). La gestión de la reputación digital en las universidades: Twitter como herramienta de la comunicación reputacional en las universidades peruanas. Revista de comu-nicación, 14, (1), pp. 26-47.
Baker, S. (2002). The Theoretical Ground for Public Relations Practice and Ethics: A Koehnian Analysis. Journal of Business Ethics, 35, pp. 191-205.
Black, S. (1993). The Essentials of Public Relations. London: Kogan Page.
Borja, J.; Castells, M. (1997, 4 de marzo). ‘La ciudad multicultural’. La Factoría Revista Social. Disponible en: shorturl.at/fqOTZ
Cheney, G; Christensen, L. T. (2001). ‘Public Relations as Contested Terrain: A Critical Response’. In Heath, R. L. (Ed) Handbook of Public Relations, pp. 167-181. Thousand Oaks, CA: SAGE.
Capriotti, P.; Pardo, H. (2012). Assessing dialogic communication through the Internet in Spanish muse-ums. Public Relations Review, 38(4), pp. 619-626. https://doi.org/10.1016/j.pubrev.2012.05.005
Cordón, D.; González, D. (2016). Museos y comunicación: los nuevos medios como herramienta de diálogo y sociabilidad de la institución. El uso de Twitter por el museo del Prado, museo Thyssen-Bornemisza y museo Reina Sofía. Fonseca Journal of Communication, 12 (1), pp. 149-165. https://doi.org/10.14201/fjc201612149165
Cordón, D. (2018). Evolución conceptual del museo como espacio comunicativo. Estudios sobre el mensaje periodístico, 24, (1), pp. 485-500. https://doi.org/fpdb
Cutlip, S.; Center, A.; Broom, G. (1984). Effective Public Relations. Eglewood Cliffs, New Jersey: Prentice-Hall.
Dachary, A. C.; Arnaiz, S. M. (2004). Globalización y turismo: ¿dos caras de la misma moneda? Estudios y perspectivas en turismo, 13, (3-4), pp. 303-315.
Elwood, W. N. (1995). Public Relations Inquiry as Rhetorical Criticism: Case Studies of Corporate Discourse and Social Influence. Westport, Connecticut: Praeger.
Ferguson, M. A. (2018). ‘Building theory in Public Relations: Interorganizational Relationships’. Journal of public Relations Research, 30 (4), pp. 164-178. https://doi.org/fpdc
Fernánez Fernández, V.; Suárez Suárez, M.A.; Calaf Masachs, R. (2021). Comunicación en museos a través de redes sociales durante la pandemia: desvelando nuevas oportunidades de interacción. Fonseca Journal of Communication, 23 (2), pp. 129-149. https://doi.org/10.14201/fjc202123
Freeman, E.; Harrison, J.; De Colle, S. (2010). Stakeholder Theory: The State of the Art. Cambridge: Cam-bridge University Press.
Grunig, J. E.; Hunt, T. (1984). Managing Public Relations. New York: Holt, Rinehart and Winston.
Gutiérrez, E.; Laporte, M. T. (Eds.) (2013): Tendencias emergentes en la comunicación de instituciones. Barcelo-na: UOC Press.
Hallahan, K. (2005). Community and Community Building. In R. L. Heath (Ed) Encyclopedia of Public Relations, (vol. 1, pp. 171-174). Thousand Oaks, California: SAGE.
Heath, R. L.; Coombs, T. (2006). Today's Public Relations. London: SAGE Publications, Inc.
Hunt, T.; Grunig, J. E. (1994). Public Relations Techniques. Fort Worth: Harcourt Brace College Publishers.
Hutton, J. G. (1999). The Definition, Dimensions and Domain of Public Relations. Public Relations Re-view, 25 (2), pp. 199-214. https://doi.org/fjb94q
Iannni, O. (2004). La Sociedad Global. Mexico DF: Siglo XXI Editores.
Jensen, M. C. (2002). Value Maximization, Stakeholder Theory and the Corporate Objective Function. Journal of Business Ethics Quarterly, 12 (2), pp. 235-256. https://doi.org/btkgf3
Kotler, N.; Kotler, P.; Kotler, W. (2008). Museum marketing and strategy: designing mission, building au-diences, generating revenue and resources. San Francisco: Jossey-Bass Inc.
Kruckeberg, D.; Starck, K. (1988). Public Relations and Community. A Reconstructed Theory. New York: Prae-ger.
Kruckeberg, D. (1995). The Challenges for Public Relations in the Era of Globalization. Public Relations Quarterly, 40 (4), pp. 36-39.
Kruckeberg, D. (1998). The Future of Public Relations Education: Some Recommendations. Public Rela-tions Review, 24 (2), pp. 235-248. https://doi.org/cn9drz
Kruckeberg, D.; Starck, K. (2004). The Role and Ethics of Community Building for Consumer Products and Services. Journal of Promotion Management, 10 (1), pp. 133-146. https://doi.org/fm8bfk
Kruckeberg, D. (2007). An Organic Model of Public Relations: The Role of Public Relations for Gov-ernments, Civil Society Organizations (CSO) and Corporation in Developing and Guiding Social and Cultural policy to Build and Maintain Community in the 21st Century Civil Society. En: The Administra-tion of Ulan-Ude Committee of Social Politics (Ed.) Municipal Social Politics and the Public: Realities and Perspectives. Materials of the International/Scientific Conference, pp. 17-25. Ullan-Ude: Buryatia Scientific Center of Russian Academy of Science.
Kruckeberg, D.; Tsetsura, K. (2008). The Chicago School in the Global Community: Concept Explica-tion for Communication Theories and Practices. Asian Communication Research, 3, pp. 9-30.
Kruckeberg, D.; Vujnovic, M. (2010). The Death of the Concept Publics (Plural) in 21st Century Public Relations. International Journal of Strategic Communication, 4 (2), pp. 117-125. https://doi.org/dk57sg
Lamb, L. F.; Mckee, K. B. (2005). Applied public Relations: Cases in Stakeholder Management. Mahwah, New Jersey: Lawrence Erlbaum Associates.
Ledingham, J. A.; Bruning, S. D. (1998). Relationship Management in Public Relations: Dimensions of an Organization Public Relationship. Public Relations Review, 24 (1), pp. 55-65. https://doi.org/cvjnm2
Ledingham, J. A.; Bruning, S. D. (2001). ‘Community Relations’. En R. L. Heath (Ed.) Handbook of Public Relations, pp. 527-534. Thousand Oaks, CA: SAGE.
Ledingham, J. A. (2003). Explicating Relationship Management as a General Theory of Public Relations. Journal of Public Relations Research, 15 (2), pp. 181-198. https://doi.org/c9c7pv
Maestro, L.; Cordón, D.; Abuín, N. (2018). La comunicación publicitaria en entornos digitales: herra-mientas para garantizar la reputación corporativa. Prisma Social, 22, (3), pp. 209-228.
Mitra, A.; Schwartz, R. L. (2001). From cyber space to cybernetic space: Rethinking the relationship be-tween real and virtual spaces. Journal of Computer Mediated Communication, 7 (1), JCMC713. https://doi.org/fcsjvx.
Oliveira, A.; Capriotti, P. (2013). Gestión estratégica de los públicos en museos. De la identificación a la comunicación. El Profesional De La Información, 22(3), pp. 210-214. https://doi.org/10.3145/epi.2013.may.03
Patton, M. Q. (1987). How to use qualitative methods in evaluation. Thousand Oaks, California: SAGE Publi-cations.
Pieczka, M.; L’Etang, J. (2001). Public Relations and the Question of Professionalism. In R. L. Heath (Ed.) The Handbook of Public Relations, pp. 223-236. Thousand Oaks, California: SAGE.
Porter, C. E. (2004). A typology of virtual communities: A multidisciplinary foundation for future re-search. Journal of Computer-Mediated Communication, 10, (3), JCMC1011. https://doi.org/fn5cbs
Putnam, R. D. (2000). Bowling Alone: The Collapse and Revival of American Community. New York: Simon & Schuster.
Sotelo, C. (2001). Introducción a la comunicación institucional. Barcelona: Ariel.
Starck, K.; Kruckeberg, D. (2001). Public Relations and Community: A Reconstructed Theory Revisited. In R. L. Heath (Ed.) The Handbook of Public Relations, pp. 51-60. Thousand Oaks, California: SAGE.
Valentini, C.; Kruckeberg, D.; Starck, K. (2012). Public Relations and Community: A Persistent Cove-nant. Public Relations Review, 38, (5), pp. 873-879. https://doi.org/10.1016/j.pubrev.2012.06.001
Valentini, C. (2015). Is using social media “good” for the public relations profession? A critical reflection. Public Relations Review, 41 (2), pp. 170-177. https://doi.org/10.1016/j.pubrev.2014.11.009
Vujnvovic, M.; Kruckeberg, D. (2005). Imperative for an Arab Model of Public Relations as a Framework for Diplomatic, Corporate and Nongovernmental Organization Relationships. Public Relations Review, 31, (3), pp. 338-343. https://doi.org/10.1016/j.pubrev.2005.05.018
Vujnovic, M.; Kruckeberg, D. (2010). The Local and Global Challenges of Public Relations: A Call for an Anthropological Approach to Practicing Public Relations. In R. L. Heath (Ed.) The SAGE Handbook of Public Relations, pp. 671-678. Thousand Oaks, California: SAGE Publications.
Vujnovic, M.; Kruckeberg, D. (2011). Managing Global Public Relations in the New Media Environ-ment. In M. D. (Ed.) Managing Media Work, pp. 217-224. Thousand Oaks, California: SAGE Publica-tions.
Vujnovic, M.; Kruckeberg, D. (2012). Public Relations and Community: A Reconstructed Theory Revisit-ed (once again). Paper presentado en la 15th Annual International Public Relations Research Conference 'Using Theory for Strategic Practice Through Global Engagement and Conflict Research'. Miami.
Vujnovic, M.; Kruckeberg, D.; Starck, K. (2021). ‘Extending the boundaries of public relations through community-building and organic theories’. En: Valenitni, C. (Ed.) Public Relations (1st ed.), pp. 433-450. Helsinki: De Gruyter.
Xifra, J. (2003). Teoría y Estructura de las Relaciones Públicas. Madrid: Mc Graw Hill.
Cordón-Benito, D., Maestro-Espínola, L., & Abuín-Vences, N. (2022). Comunicación Corporativa: La gestión del diálogo para recuperar la confianza y derribar barreras culturales en los museos. Fonseca, Journal of Communication, (24), 163–182. https://doi.org/10.14201/fjc.28291
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