This research is based on the use of fundraising as a strategy to reinforce the relation between universities and their stakeholders. The main objective is to identify the fundraising strategies employed by Spanish universities. The study addresses how these strategies shape the relationships with the stakeholders of the Spanish institutions of higher education. The design of the research is focused on the analysis of the strategies implemented by Spanish universities during the 2015/2016 academic year. To do so, the authors have looked at the 76 accredited Spanish universities that are members of the Conference of Rectors of Spanish Universities. The research includes a content analysis, from an exploratory-descriptive approach, of the information published on their web pages, annual reports, strategic plans and fundraising policies. The results of the study contemplate the current state of fundraising in Spain's universities, which needs to be explored from a more strategic perspective, both in terms of the relationships with the key stakeholders, and for the university itself in its search for excellence. The decision of the universities to seek alternative means of funding provides an opportunity for the establishment of new relationships with stakeholders, and also for the reformulation of existing relationships. We can assert that the basis of a university institution's fundraising depends on the level of corporate culture of its stakeholders, and universities have to explore this reality. The greater the sense of belonging, the greater the possibility of receiving supplementary income through the voluntary initiatives of their stakeholders.
Traditional branding approaches take too long to react to today's dynamic environment. Agile branding offers a promising approach and might be the contemporary answer to the demands of our digitalized world. While scientists state that an agile approach to branding is essential nowadays, there is a lack of knowledge on how agile branding can be conceptualized and applied in practice. This article aims to provide a better understanding of agile branding by identifying its dimensions and antecedents. This study pursued a multi-method approach: a systematic literature review was conducted, followed by qualitative semi-structured interviews with eleven experts and a group discussion with five participants. Applying the dynamic capabilities perspective, the authors identify five dimensions, including 20 antecedents of agile branding: (a) leadership style and culture, (b) employee skills and competencies, (c) technology and methods, (d) stakeholder and feedback integration, and (e) ambidexterity. The critical challenge of agile branding is to balance brand continuity and adaptation. The study is the first to conceptualize agile branding, offering scientists and practitioners values and principles on how brands can be managed and further evolved in a constantly changing world to stay relevant in the market and ahead of the competition.
Innovation is a strategic element of competitiveness; however, levels of innovation in Spain do not show the internalization of this premise in business practice. This paper discusses innovation in family firms with the intention to identify both barriers and facilitators, and factor analysis is applied to measure the weight of each component. The main finding is that the most common innovation in this type of business structure is related to marketing, which reflects the need to seek synergy and collaboration between the two as a means of organizational development. Finally, the article lists the components that determine the levels of innovation to further develop a proposal with practical implications for strategic decisions within family firms.
The COVID-19 pandemic and the increase of working-from-home have drastically changed many aspects of work life, causing very negative effects on employees' physical and psycho-social well-being. Healthy organisations have healthy employees, who have at least five psycho-social strengths of engagement, self-efficacy, resilience, optimism and hope, which are reinforced by physical activity, relating to each other in a positive way and leading to numerous benefits for the company. These strengths are being weakened by the pandemic, and the aim of this empirical study is to analyse through a case study the effects of an updated corporate wellness programme in times of pandemic on these strengths of the healthy employee. The sample was of 251 employees, 91 women and 160 men. The instruments used were the International Physical Activity Questionnaire and the adaptation of the Healthy and Resilient Organization questionnaire. The results indicated that workers with high physical activity, higher seniority, well guided by supervisors, as well as a comprehensive (multi-component) well-being programme, not only physical but also psycho-social, and with the use of different digital tools (an App is not enough), can mitigate these negative effects. Whereas companies are grappling with reduced employee engagement among other harmful psychosocial and physical effects, this case study suggests that a good corporate well-being programme could help mitigate these detrimental consequences for their workforce and be helpful for the company to adapt to this rapidly changing workplace. This study considers the impact of immigration and ethnic diversity on government spending in 31 OECD countries over 25 years and compares the marginal effects for expenditures and revenues to approximate the fiscal burden. Results suggest that ethnic fractionalization, not immigration itself, has a negative impact on spending in the OECD. On the whole, immigrants tend to contribute more in taxes than they cause in expenditures, at least relative to the averages for the population as a whole, but this effect is reversed for immigrants from poorer countries.
Public relations strategies based on dramatizations are key tools for successful electoral campaigns. Press offices play a fundamental role as theater directors, turning their leaders into great actors. What at first glance looks like a theatrical performance is, more than ever before, what happened in the U.S. presidential elections. Newspapers are intensifying the use of visual elements to reinforce the news. This research analyzes 2 463 articles from 8 digital newspapers in 4 countries to learn about the impact of visuals and dramatization on the European press. It seems paradoxical that the progressive newspapers devoted more articles to Trump than the conservative newspapers. A lack of time on the part of the journalists? What is certain is that the media reproduced the visuals prepared by Trump's press office and his perfectly designed public appearances. The study shows that the progressive newspapers analyzed have contributed to giving Trump greater visibility in Europe. ; Las estrategias de relaciones públicas basadas en dramatizaciones son herramientas fundamentales para que las campañas electorales tengan éxito. Las oficinas de prensa juegan un papel crucial como directores teatrales, pues convierten a sus líderes en grandes actores. Lo que a primera vista parece una actuación teatral es, más que nunca antes, lo que ha ocurrido en las últimas elecciones presidenciales de Estados Unidos: los periódicos intensificaron el uso de elementos visuales para reforzar las noticias. Esta investigación analiza 2463 artículos de 8 periódicos digitales en 4 países para aprender acerca del impacto de la dramatización y los efectos visuales en la prensa europea. Parece paradójico que los periódicos progresistas dedican más artículos a Trump que los conservadores; ¿falta de tiempo por parte de los periodistas? Lo que es cierto es que los medios reprodujeron los elementos visuales que preparó la oficina de prensa de Trump y sus apariciones en público, perfectamente diseñadas. El estudio muestra que los periódicos ...
Los destinos turísticos han experimentado cambios importantes en la última década como resultado de los avances en las Tecnologías de la Comunicación y la Información. Surgen así los destinos turísticos inteligentes que facilitan la interacción y la integración entre turistas y los ciudadanos facilitándoles una experiencia de calidad y sostenible para el destino. Como elemento innovador se propone en esta investigación la reputación como herramienta clave en la gestión de la competitividad de un destino turístico inteligente. Un método cualitativo aplicado a informantes claves de España y Reino Unido ha permitido elaborar un "modelo de evaluación de la reputación del destino" que incluye como factores: Brand Image Management, calidad de servicios, calidad de la experiencia y los sentimientos e Internet Service System for Tourist. Los resultados son útiles para responsables del diseño de políticas públicas, empresas turísticas y la comunidad universitaria. Palabras claves: Relaciones Públicas, Reputación, Destinos turísticos inteligentes, Comunicación, Turismo Abstract Tourism destinations have experienced important changes in the last decade as a result of innovations in information and communication technologies and the democratization of information by means of social media. Social networks, blogs and mobile social media have developed peer-to-peer communication and an ever more engaged and credible audience. At the end of the 20th Century destinations were studied in a radically different way, as all research was based on quality of service (QoS). Some destinations were gradually starting to consider brand value and the importance of managing it and were starting to include it in their research. There was a transition from spectacular images of never-ending solitary beaches, breathtaking waterfalls and towering skyscrapers to sensations and emotions. It was important for the destination to touch senses and reach heart. Tourists are looking for emotions and sensations. From then on, all communication has been based on sensations related to experiencing the destination. Social communication media such as Web 2.0 and social networks open up new ground for the Smart Tourism Destination, so that the tourists can be connected to the cloud, to the Internet of Things and to what has become the Internet Service System for Tourists (ISST). This allows tourists to create and sharing their own experiences. Users have an active role; they are now co-creators, co-communicators and recommendators of tourist experiences. Smart Tourism Destinations (STD) makes all processes symmetric and represents the end of unidirectionality. Communication with tourists through the Internet of Things (IoT) becomes total, fast, horizontal and real-time. Tourists can create their own experiences and this requires total digital support from the destination. These experiences are shared instantly with friends and relatives who are not there by social networks. This sharing experience gives the destination a notoriety that was inconceivable until now. Social media, specifically, emerged as the primary mechanism used by travellers when sharing their experiences. Previous researches show that destinations which present a positive and solid image to the potential tourist and, particularly, to their stakeholders, have greater chances of being chosen. This is because tourists choose their destination based on its reputation, rather than on real or objective information about it. It can be concluded that the image and brand place, which is part of reputation, is an extremely valuable concept when trying to understand the election process of a tourism destination. Smart tourism destinations favour tourist interaction and integration with the environment, thus providing a quality experience. The specific objectives of our study will be: a) to determine stakeholders and assess public relations actions through them to enhance the experiences and feelings of tourists as communicative elements and drivers of tourist destinations; b) to develop a sustainable model of intelligent tourist destinations interpreting the aspects of a quadruple innovation helix framework. As an innovative element, this research proposes that reputation become a key tool for the generation of value in the management of the competitiveness of an intelligent tourist destination. The research revealed the three elements of reputation: emotional attraction to services, emotional attraction to the tourism destination and sense of belonging based on corporate culture. Thus, the findings of this study identify specific reputation factors that can be used in Smart Tourism Destinations (STD): Business Image Management (BIM), Quality of Service (QoS), Internet Service System for Tourists (ISST) based on the Internet of Things (IoT) and Quality of Experience (QoE). The results are useful for Destination Management Organizations (DMO) in charge of formulating public policies, local tourism-related businesses, travel intermediaries and the host community. Likewise, it is a tool for diagnosing the success of public relations programs. Keywords: Public Relation, Reputation, Smart Tourism Destinations, Comunicación, Tourism
Public relations strategies based on dramatization are key tools to achieving success in electoral campaigns. Press offices play a fundamental role as theatre directors, turning their leaders into great actors. What at first glance would look like a theatrical performance is, more than ever, what happened in the US presidential elections. Newspapers are intensifying the use of visual elements to reinforce the news. This research paper analyses 2,463 articles from eight digital newspapers in four countries to learn about the impact of visuals and dramatization on the European press. It seems paradoxical that the progressive newspapers devoted more articles to Trump than the conservative newspapers. A lack of time on the part of the journalists? What is certain is that the visuals prepared by Trump's press office and his perfectly designed public appearances, were reproduced by the media. The study shows that the progressive newspapers analysed have contributed to giving Trump greater visibility in Europe.
Public relations strategies based on dramatization are key tools to achieving success in electoral campaigns. Press offices play a fundamental role as theatre directors, turning their leaders into great actors. What at first glance would look like a theatrical performance is, more than ever, what happened in the US presidential elections. Newspapers are intensifying the use of visual elements to reinforce the news. This research paper analyses 2,463 articles from eight digital newspapers in four countries to learn about the impact of visuals and dramatization on the European press. It seems paradoxical that the progressive newspapers devoted more articles to Trump than the conservative newspapers. A lack of time on the part of the journalists? What is certain is that the visuals prepared by Trump's press office and his perfectly designed public appearances, were reproduced by the media. The study shows that the progressive newspapers analysed have contributed to giving Trump greater visibility in Europe.
Abstract: Public relations strategies based on dramatizations are key tools for successful electoral campaigns. Press offices play a fundamental role as theater directors, turning their leaders into great actors. What at first glance looks like a theatrical performance is, more than ever before, what happened in the U.S. presidential elections. Newspapers are intensifying the use of visual elements to reinforce the news. This research analyzes 2 463 articles from 8 digital newspapers in 4 countries to learn about the impact of visuals and dramatization on the European press. It seems paradoxical that the progressive newspapers devoted more articles to Trump than the conservative newspapers. A lack of time on the part of the journalists? What is certain is that the media reproduced the visuals prepared by Trump's press office and his perfectly designed public appearances. The study shows that the progressive newspapers analyzed have contributed to giving Trump greater visibility in Europe.
Abstract The present research aims to understand the current situation of strategic communication and public relations applied in the professional field of fundraising in the cultural heritage environment. It observes the current patterns used in the sector to obtain and generate long-term sustainable funding, through the stimulation of investors and International Cooperation projects from the European Union in line with UNESCO.Two international case studies are compared: Spain and Mexico, through the selection of territorial samples in Malaga and San Luis Potosi. The methodology used is based on a combination of in-depth interviews with key informants and content analysis. In the first instance, the degree of application of communication and public relations tools for strategic purposes to directly attract economic resources to the management of cultural heritage (tangible and intangible) in the region is studied. In line with the results obtained, the current parameters and key indicators of the profile of the fundraising professional in public and private cultural management are presented.Keywords: Sustainability, fundraising, public relations, heritage management; local development.Resumen La presente investigación tiene como objetivo conocer la situación actual de la comunicación estratégica y relaciones públicas aplicadas en el ámbito profesional de la captación de fondos en el entorno del patrimonio cultural. Se observan los patrones actuales empleados en el sector para obtener y generar financiación sostenible a largo plazo, mediante el estímulo de inversores y proyectos de Cooperación Internacional provenientes de la Unión Europea en consonancia con la UNESCO.Se comparan dos casos de estudio internacionales: España y México, a través de la selección de muestras territoriales en Málaga y en San Luis Potosí. La metodológica empleada se basa en la combinación de entrevistas en profundidad con informantes clave y análisis de contenido. Se estudia en primera instancia el grado de aplicación de herramientas de comunicación y relaciones públicas con fines estratégicos para atraer de forma directa recursos económicos a la gestión del patrimonio cultural (tangible e intangible) de la región. En línea con los resultados obtenidos se presentan los parámetros actuales e indicadores clave del perfil del profesional del fundraising en la gestión cultural pública y privada.Palabras clave: sostenibilidad, fundraising, relaciones públicas, gestión patrimonial, desarrollo local.
The most powerful countries in the world are immersed in a process of economic and cultural globalization. As an effect of action and reaction, there is an increasing emergence of nationalistic phenomena. This investigation undertakes an analysis of the current situation in Europe and places particular focus on the case of the Catalan independence movement, subjacent to the history of Spain, which has been growing notably in recent times. With 3600 articles reviewed, this study investigates the repercussions and communicative strategies from the point of view of the principal Spanish digital media. The results reveal two parallel universes, clearly differentiated by their perspective of the conflict, their contradictory headlines, and their parallel truths. This text presents key findings that are relevant for the study of political communication in the context of media studies.
The most powerful countries in the world are immersed in a process of economic and cultural globalization. As an effect of action and reaction, there is an increasing emergence of nationalistic phenomena. This investigation undertakes an analysis of the current situation in Europe and places particular focus on the case of the Catalan independence movement, subjacent to the history of Spain, which has been growing notably in recent times. With 3600 articles reviewed, this study investigates the repercussions and communicative strategies from the point of view of the principal Spanish digital media. The results reveal two parallel universes, clearly differentiated by their perspective of the conflict, their contradictory headlines, and their parallel truths. This text presents key findings that are relevant for the study of political communication in the context of media studies. ; This research has received funds from a Programme of Educational Innovation of University of Malaga (PIE 19-024, PIE 19-113).
Este trabajo analiza la imagen que proyectan los principales diarios españoles sobre la última campaña de las elecciones presidenciales en Estados Unidos, y por tanto, la influencia que pueden ejercer los medios de mayor difusión en nuestro país en la opinión pública española sobre este acontecimiento. Hipótesis y objetivos. Se parte de la hipótesis de que, las características personales y la dramatización efectuada por los candidatos en la campaña electoral incentivaron aún más el interés de los ciudadanos, si bien la lejanía de las elecciones conlleva que la percepción que los españoles tenían de cada uno de los candidatos venía influenciada por el consumo de información política en los medios que siguen habitualmente. Metodología. Para ello, nos apoyamos en la técnica metodológica del análisis de contenido. En concreto, se analizan un total de 817 noticias, 448 elpais.es y 369 ABC.es, entre el 1 de junio y el 8 de noviembre de 2016. La búsqueda de las noticias se basó en las palabras claves "Trump" o "Clinton" en el titular o en el subtítulo. Resultados. El candidato que más titulares protagonizó en ambos diarios fue Trump, y el tipo de titular predominante durante la campaña fue el informativo (55,6%) frente al 21,2% que fueron apelativos y el 23,3% fueron de impacto. En cuanto al tratamiento informativo en ambos medios, se observa que, en la mayoría de las noticias, se posicionan contra el candidato Trump. Conclusiones. Así, puede concluirse que los medios no solo intervienen en la creación de escenarios, sino que son un elemento clave en la construcción de la imagen de los candidatos.
The interest of the scientific community and, consequently, the scientific production of topics on happiness and well-being at work, or the management of happiness in organizations, has been increasing over the years. The main objective of this bibliometric analysis is to determine the evolution of the concepts referred to in published scientific works. Bibliometric methods and techniques are used to analyze the themes and the most relevant trends, the number of papers and their citations, and the main institutions, and to highlight areas where the most research has been done on these issues. In addition to the review of the scientific literature, 312 studies are analyzed and net-mapped. The most outstanding results are the increase in the number of papers and citations during the health pandemic caused by COVID-19; the importance given to the transversality of well-being programs in corporations; and the greater frequency of research on the benefits of promoting the improvement of quality of life for work performance and its social impact.
