Acceso usuarios
Mª Dolores García Fernández 
El papel de las relaciones públicas en la gestión de la comunicación es innegable ya que permite una correcta relación con los públicos de una organización. Así, esta gestión debe ser estratégica como ha sido señalado por numerosos investigadores en la disciplina. Y en el ámbito institucional todavía es más complejo por la relevancia social de las instituciones. Este estudio explora la evolución las estrategias comunicativas y las herramientas adoptadas por la Casa de SM el Rey del año 2011 a 2021 con el objetivo de comprobar si ha existido o no una evolución en el uso de estrategias y herramientas de comunicación y relaciones públicas. Se analizan dos etapas. La primera, en la que la Jefatura del Estado corresponde a D. Juan Carlos I (2011- 2014) y la segunda etapa, que corresponde a D. Felipe VI (2014-2021). Se ha realizado un análisis de contenido denoticias relacionadas con la Casa de SM el Rey en los principales diarios nacionales por difusión y de los actos oficiales y los comunicados de prensa difundidos a través de la web oficial de Casa Real. Además, se han realizado entrevistas en profundidad con expertos en la materia, así como a su anterior responsable de comunicación, D. Javier Ayuso. Los resultados de la investigación apuntan a un doble cambio estratégico en la gestión de la comunicación: a) De carácter estratégico. La comunicación es más proactiva y trata de mostrar una imagen de transparencia y gestión correcta de lo público. La Institución ha pasado de tener como mensajes comunicativos “la concordia, reconciliación, convivencia y consenso” a los de “honestidad, transparencia económica, cercanía y modernización”. b) De carácter formal. Se trata de establecer una comunicación bidireccional con sus públicos, modernizando sus herramientas de comunicación, sin embargo, se percibe aún un control unidireccional del mensaje en las plataformas digitales lo que no facilita en mayor medida, esa cercanía con las nuevas generaciones.
This article collects the evolution of the communication strategies and the techniques adopted in these ten years, in two stages, coinciding with the exercise of the two heads of state and the transition between both reigns from the communication point of view. The House of HM the King has been modifying its communication strategy throughout these ten years, directly influenced by the numerous controversies associated with some members of the Royal Family. Parallel to this crisis communication, the changes that have occurred in the society, due to the coexistence with 2.0 technologies have meant that the Institution has also had to incorporate 2.0 communication techniques. It is important to highlight how the Institution's communication has evolved in these ten years (2011-2021). Barrera and Zugasti (2001, p. 101) explain how a kind of complicity relationship existed between the monarchy and the Spanish press where the values of "harmony, reconciliation, coexistence and consensus" stood out. De Pablos and Ardevol Abreu (2009, p. 237) talk about what they call the end of the "critical silence" where the press begins to speak more directly about the issues that affected the Institution. The strategic communication of the Royal House is more proactive now and tries to show an image of transparency and correct management of the public. Concepts such as "honesty, economic transparency, closeness and modernization" are key in this new stage. The role of public relations in communication management is undeniable since it allows a correct relationship with the public of an organization. Thus, this management must be strategic, as has been pointed out by numerous researchers in the discipline. And in the institutional field it is even more complex due to the social relevance of the institutions. This research has set out to the content analysis of news related to the House of HM the King in the main national reference print and digital newspapers by diffusion and official events and press-release published on the Royal House website during this period. To complete this approximation, we start from the in-depth interview with the Director of Communication of the House of HM the King, Javier Ayuso, Head of the Communication Department of the House of HM the King in this moment (2013). This qualitative analysis was completed with six semi-structured in-depth interviews with experts linked to the analysis of the communication of the Royal House. The results of the investigation point to a double strategic change in the management of communication in the House of HM the King: a) From the strategic point of view. The Royal House becomes more proactive in its communication strategy, showing greater transparency in its management towards Spanish citizens. b) From the point of view of communication techniques. Communication tools have been modernized and adapted to their audiences using the official website as the backbone of institutional communication, as well as some digital platforms, but a unidirectional control of the message is still perceived on social networks, which does not allow, to a greater extent, that closeness with the new generations.
