PUBLIC RELATIONS AND COMMUNICATION MANAGEMENT IN THE SOCIAL MOVEMENTS. ANALYSIS OF THE COMMUNICATION STRATEGY OF NGOS IN SPAIN.Author:
FERNÁNDEZ TORRES M. JESUS.
Year:
2004.
University:
MÁLAGA [
www.uma.es].
Place of defense: FACULTAD DE CIENCIAS DE LA COMUNICACIÓN.
Place of preparation: FACULTAD DE CIENCIAS DE LA COMUNICACIÓN.
Summary: The scope of the Social Movements is a very broad and complex that, for decades, has been extensively investigated for a wide variety of theoretical; movements whose primary objective is to produce change in a society. But these movements have not always had the same characteristics or the same forms of protest to the authorities and the population in general. His communicative strategies have been changing continuously adapting to the societies in which they have arisen. This thesis analyzes the communicative strategies of a kind of social movement very boba at present: non-governmental organizations (NGO's). The sample collection has been formed by a total of nine NGOs, namely ANESVAD, HELP IN ACTION, CÁRITAS SPAIN, SPANISH RED CROSS, GREENPEACE, INTERMON OXFAM HANDS NATIONS, DOCTORS WITHOUT BORDERS and WWWF / ADENA. The study was based on theoretically know of Social Movements, NGO and public relations. The findings of this study reflect how large Spanish NGO trigger different strategies Public Relations to communicate with their internal and external public and how through them, it is intended, first, to raise awareness and educate the target audience to which target, as well as to find partners and volunteers who contribute money and work to the cause that characterizes them: environmental protection and aid as most vulnerable people in the world.
