Del press agent a la comnicación estratégicaCómo hacer que la comunicación sirva a la estrategia de gestión

Abstract

Science and art of Public Relations has evolved since proposals clearly manipulative (materialized in press agents activity) to others based in reconciling interests between organization and their different publics. Recently it has incorporated planning and programming as inherent requests, so Communication area integrates in effective organizational managing for achieving objectives. It�s in this situation, communication serving management, in which organizational benefits and results are optimized. But how can we carry it to practice? In this work we propose a decalogue of measures that can help businesses and institutions to get it.