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Public relations is a profession dedicated to interpreting the public's wishes to their clients and their subsequent persuasion, but the profession itself needs a transformation when it comes to persuading in times of crisis. That is to say, a new way of successfully carrying out professional public relations campaigns and in this article we are going to offer you how to strategically build, direct and plan a public relations campaign to persuade the public, having widely analyzed and shared part of his success in public relations and how they did it, with the newly created party Ciudadanos and the politician Albert Rivera, who with his team allowed us to analyze his public relations strategies and the innovations that catapulted him, as well as implementing our ideas. This article is the result of our vast academic experience as a researcher and university professor and, in turn, of the accredited experience doing public relations campaigns in the United States and the United Kingdom alongside Dr. Edward. L Bernays, World Public Relations Pioneer and Adviser to US Presidents; as well as Dr. Sam Black, advisor to leading UK companies. ; Las relaciones públicas son una profesión dedicada a interpretarlos deseos del público a sus clientes y su posterior persuasión, pero la propia profesión necesita a su vez una transformación a la hora de persuadir en tiempos de crisis. Es decir, una nueva forma de hacer campañas profesionales de relaciones públicas con éxito y en este artículo les vamos a ofrecer como se construye, dirige y planifica estratégicamente una campaña de relaciones públicas para la persuasión de los públicos, habiendo analizado y compartido ampliamente parte de su éxito de relaciones públicas y de cómo lo hicieron , con el partido de nueva creación Ciudadanos y el político Albert Rivera, quien con su equipo nos permitió analizar sus estrategias de relaciones públicas y las innovaciones que lo catapultaron, así como el implementar ideas nuestras. Este artículo es fruto de nuestra vasta experiencia ...

Demonization constitutes the construction of a simplified symbolic reality through the prism of hatred. The elite classes have been framed within the discourse of far-left parties in Spain to make them antagonistic to their target audience. In this area, research tends to use explicit measures, but few have used implicit measures. This article aims to assess both types of voter perceptions of anti-elite class messages in Spain. Eighty Spanish voters belonging to left- and right-wing ideologies participated in this study. Implicit attitudes were measured through the implicit association test. The result shows that demonization is deepening in various layers of society in order to provoke a confrontation with the elite classes. Social networks have emerged as a means of social control, but they are not perceived as such by the subjects but rather as an additional informational or purely propagandistic element. But even among the public who are aware of the latter, the more their perception of the elite classes is limited to demonization, the more extreme their social vision is.

The growth and popularization of sports betting have led to the emergence of a new type of influencer: Tipsters, people and betting houses who influence and advise through social networks on the bets they consider most profitable. Both agents are also content-generating, forming a particular ecosystem with a specific narrative. The research examines the narratives of both the personal and betting houses profiles that make up the category of tipsters and their impact on younger generations. It also takes an in-depth look at the content and languages used by tipsters on social media and what determines their success in terms of followers and interactions. The period and place analyzed is the year 2020 in Spain, because it allows observing the differences between the periods of free transit and the quarantine period caused by Covid-19. The selection of the studied profiles is based on the five most recommended profiles, according to 10 rankings in the sports betting sector. The results show how the tipsters' narrative was adapted to the context of the pandemic to maintain interest during the quarantine and not lose its influence towards millennials and centennials. Especially relevant is the period after the quarantine, with long periods of stay at home by young people, where the narrative has iconic, symbolic, and linguistic elements typical of war periods.

PurposeThis study aims to determine whether the communication of Universities in Madrid (Spain) on social networks through their official channels has caused positive results in students' perceptions of their trust in university institutions during the first semester of the 2020–2021 term and to measure whether the implementation of happiness management strategies in the communication within university governance affected students' happiness levels, as well as on the recognition of their belonging to the university.Design/methodology/approachWith an exploratory-correlational approach and a quantitative study, this study conducted a statistical-descriptive analysis based on the premise of a general linear regression model with correlations between the variables, using a data collection instrument, whose construct and content validity was previously assessed by experts, which was answered by 564 students of the Degrees in Communication and Marketing from the Complutense University of Madrid, University of La Laguna, and ESERP Business and Law School. The Kaiser-Meyer-Olkin test and Bartlett's test of sphericity were implemented to analyze the correlation between variables; Cronbach's alpha coefficient and Pearson and Spearman's coefficients were also used.FindingsThose students who used social networks to receive news from university institutions about the COVID-19 pandemic deem these channels official, sound and credible. Similarly, the use of official information from university institutions on social networks increases students' happiness levels.Originality/valueTo the best of the authors' knowledge, this is one of the first studies aiming to provide scientific evidence of the relationship between happiness management and university governance. This research's practical implications lead to attributing added value to these types of means for the university governance that seeks students' happiness.

Innovation as complex and multidimensional process evidence the need to interpretation from the interactions, which is not reflected in studies conducted by national innovation surveys, nor is there data disaggregation at regional level. Therefore, the objective is to describe features of the interactive process of innovation in the Regional System of Coahuila. The methodology provides the empirical study based on: FAEDPYME survey on the strategic development of MSMES in 2012 and survey (adapted) on partnership and cooperation in technology development projects IAIF/FECYT Spain. The sample covers 54 sectors innovative MSME trade, industry and services, in the cities of the Laguna region of Coahuila, structured interviews managers. Results: the innovation process has slow dynamics, sporadic and not systemic, critical collaboration with the university is in the specialized training of its human resources companies have formalized or carry out R + D + I, there is collaboration around research and innovation projects with universities or government for financial support. In collaboration and cooperation in joint projects around scientific and technological complementarity is not evident. ; La innovación como proceso complejo y multidimensional evidencia la necesidad de su interpretación desde las interacciones, lo cual no se refleja en los estudios realizados mediante las encuestas nacionales de innovación, ni existe desagregación de datos a nivel regional. Por ello, el objetivo de este estudio es describir características del proceso interactivo de innovación en el Sistema Regional de Coahuila. La metodología contempla el estudio empírico basado en la encuesta de FAEDPYME sobre el desarrollo estratégico de las MIPYME del 2012 y encuesta (adaptada) sobre de colaboración y cooperación en proyectos de desarrollo tecnológico del IAIF/FECYT de España. La muestra abarca 54 MIPYME innovadoras de los sectores comercio, industria y servicios, en las ciudades de la región Lagunera de Coahuila, mediante entrevistas estructuradas a directivos. Los resultados muestran que el proceso de innovación tiene lento dinamismo, carácter esporádico y no sistémico; la colaboración fundamental con la universidad está en la formación especializada de sus recursos humanos; en las empresas que tienen formalizadas o realizan actividades de I+D+I, se da colaboración en torno a los proyectos de investigacióne innovación con universidades o con gobiernoen busca de apoyo financiero. En la colaboracióny la cooperación en proyectos concertadosen torno a la complementariedad científica ytecnológica el efecto no es evidente.