La importancia estratégica de la investigación preliminar de los públicos para los Departamentos de Comunicación de las empresas energéticas

• Paul Capriotti - Peri ^[1] ; Andrea Oliveira ^[2] ; Lluís Costa ^[2]
  1. [1] Universitat Rovira i Virgili

     Universitat Rovira i Virgili

     Tarragona, España

     
  2. [2] Universidad de Girona
• Localización: Revista Internacional de Relaciones Públicas, ISSN-e 2174-3681, Vol. 6, Nº. 12 (julio-diciembre), 2016 (Ejemplar dedicado a: Tendencias en Relaciones Públicas), págs. 25-42
• Idioma: español
• Títulos paralelos:
  • The strategic importance of the preliminary investigation of the Publics for the Departments of Communication
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 2 Citas
• Resumen
  • español

    Investigar los públicos es reconocido como un procedimiento crucial para que las organizaciones gestionen estratégicamente su comunicación con estos grupos. Sin embargo, aunque se otorgue una importancia fundamental al estudio de los públicos, la investigación de estos colectivos sigue siendo una cuestión no consolidada en la práctica profesional de la comunicación organizacional y las relaciones públicas. Este artículo busca analizar si las empresas realizan investigación de sus públicos claves y evaluar si existe coherencia entre la asignación de importancia a los públicos estratégicos y la investigación de estos grupos por parte de las empresas del sector energético en España. Los resultados indican que las empresas realizan habitualmente investigación de sus públicos, pero no hay una correspondencia clara entre la importancia asignada a los públicos claves y el nivel de investigación implementada en los mismos.

  • English

    Investigation of publics is recognized as crucial for organizations wishing to strategically manage their communication with these groups. However, although the study of publics is of fundamental importance, the investigation of these groups remains a practice which is not consolidated in the professional practice of Organizational Communication and Public Relations. This paper analyzes whether companies conduct research of their key publics and assesses whether there is consistency between the allocation of strategic importance to publics and investigation of these groups by companies in the energy sector in Spain. The results indicate that companies routinely conduct research of their publics, but there is not a clear correspondence between the importance attached to key publics and the level of research implemented concerning them.

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