Comunicación corporativa, relaciones públicas y gestión del riesgo reputacional en tiempos del Covid-19

Xifra, Jordi Comunicación corporativa, relaciones públicas y gestión del riesgo reputacional en tiempos del Covid-19. El profesional de la información, 2020, vol. 29, n. 2. [Journal article (Unpaginated)]

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English abstract

The Covid-19 crisis has put to the test many social structures processes. Corporate communication and public relations are examples of these processes that face an unprecedented situation, difficult to foresee and from which lessons will have to be drawn for the future. In this article, a mixture of research and essay, we intend, based on theory, and on the experience and some studies carried out by communication professionals as well, to reflect on how the pandemic crisis of the Covid-19 affects and will condition the practice of corporate communication in general and two of its areas of specialization, internal communication and corporate social responsibility (CSR). We emphasize the importance of organizations in assuming that reputation is a risk and that this risk must be managed with public relations tactics and tools, because the pandemic crisis of the so-called coronavirus has revealed the importance for organizations and brands of managing trustworthy relationships with their publics.

Spanish abstract

La crisis del Covid-19 ha puesto a prueba muchos procesos propios de las estructuras sociales. La comunicación corporativa y las relaciones públicas son ejemplos de estos procesos que se enfrentan a una situación inédita, difícilmente prevista y de la que habrá que sacar unas lecciones de cara al futuro. En este artículo, mezcla de investigación y ensayo, pretendemos, en base a la teoría, pero a partir de la experiencia y de algunos estudios llevados a cabo por profesionales de la comunicación, reflexionar sobre cómo afecta y condicionará la crisis de la pandemia del Covid-19 a la práctica de la comunicación corporativa en general, y de dos de sus áreas de especialización, la comunicación interna y la responsabilidad social corporativa (RSC). Hacemos hincapié en la importancia de que las organizaciones asuman que la reputación es un riesgo y que ese riesgo debe ser gestionado con las técnicas y herramientas propias de las relaciones públicas, pues si algo ha puesto de manifiesto la crisis de la pandemia del llamado coronavirus ha sido la importancia para las organizaciones y marcas de la gestión de unas relaciones de confianza con sus públicos.

Item type: Journal article (Unpaginated)
Keywords: Covid-19; Coronavirus; Corporate communication; Crisis communication; Internal communication; Public relations; Corporate social responsibility; CSR; Reputational risk; Comunicación corporativa; Comunicación de crisis; Comunicación interna; Relaciones Públicas; Responsabilidad social corporativa; RSC; Riesgo reputacional.
Subjects: B. Information use and sociology of information
G. Industry, profession and education.
Depositing user: Tomàs Baiget
Date deposited: 09 May 2020 09:57
Last modified: 09 May 2020 09:57
URI: http://hdl.handle.net/10760/39942

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