This article presents an exploratory study of the current status of public relationsin Spain on the basis of elements and indicators applied to other countries in thestudy The Global Public Relations Handbook (2009). Spain is one of the most notableabsentees from the study; this article therefore fills a hole in current public relationsresearch and theory. The conclusion is that Spain is a country that has undergoneradical change, from a dictatorship to one of the world's most democratic systems,substantially transforming its economic system, its culture and its society. Thistransformation has had a crucial effect on the practice of those professions whichhave freedom of expression as their legal foundation; one such example is publicrelations, which has grown from an emerging industry into an established profession
The essay makes a description of the strategical role the play public relations during electoral campaigns. In the beginning, the essay conceptualizes public relations and its connection with political campaigns. It is argued that make an electoral campaign imply a public relation activity with the objective of knowing the voters and make up different political strategies to get their votes and, consequently, avoid the opposition can win the political power. It is concluded that the successful in a political campaigns depends on the creative, intelligent and innovative use of public relations. ; El escrito hace una descripción del papel estratégico que juegan las relaciones públicas en las campañas electorales. Se inicia con la conceptualización de las relaciones públicas y su relación con la política (en lo general) y con la política electoral (en lo particular). Se argumenta que el impulso de una campaña electoral implica un ejercicio de relaciones públicas con el objetivo de conocer a los electores y de diseñar diferentes estrategias para conseguir su voto y así evitar que los adversarios logren arribar a posiciones de representación pública. Se concluye que el éxito o fracaso de una campaña electoral dependerá de la capacidad que se tenga como individuos o como organizaciones para lograr un manejo creativo, oportuno e inteligente de las relaciones públicas.
The article is devoted to the study of the current problems of administrative and legal regulation of public relations regarding the use of human resources in Ukraine. The problematic aspects of the functioning of the legal mechanism of the public administration in this area are identified and the main directions of its improvement are identified. The authors state that currently one of the key problems of the interaction between the individual and the State is the uncertainty and imbalance of certain components of the legal regulation of this area, the inadequate interaction of the elements of this system. In this regard, proposals have been made to improve the legal and organizational support for the interaction of the issues of administrative and legal regulation of public relations on the use of human resources in Ukraine. It concludes on the desirability of passing a law on general administrative procedure in the field of legal regulation of administrative services in Ukraine, in order to eliminate gaps in relations between public administration bodies (including municipalities) and individuals, highlighted the prospects of widespread application of the e-government practitioner.
The difference between public relations and marketing lies essentially in its purpose: while marketing seeks to satisfy the economic needs of the company in the market, public relations pursue the confluence of interests of the organization in its environment and, as a consequence, optimal results in terms of public perception. Despite this distinction, the link between public relations and marketing has sparked broad theoretical debates, essentially reactive, from the relational postulates. While, from the perspective of public relations, the managerial character of public relations is emphasized as a directive function and the academic and professional difference between one discipline and another is deepened, from the postulates of marketing, it is naturally assumed that Public relations is a more integrated technique in the P of Marketing Mix promotion. The integrated management model "Marketing Public Relations" (Kitchen and Moss, 1995 and Papasolomou and Melanthiou, 2012), aimed at increasing efficiency in organizational management through the combination of public relations techniques and marketing techniques synergistically (Hutton, 1996 and Haywood, 1998), has been surpassed in recent years by new models, mainly corporate, focused on the systematic incorporation of specific public relations techniques along with those of merchandising and retail, under strategic postulates. Under this approach, through a qualitative methodological design, based on the concept of intra-method methodological triangulation that combines the case study method (2019 Mother's Day Campaign at the Spanish distribution company El Corte Inglés) and the use of secondary data sources (both bibliographic documents and documents of the organization under study), this article aims to analyze this emerging reality to conclude with the proposal of a comprehensive management model based on the concept of "Public Relations-Merchandising". The results derived from the study allow us to identify an integrated corporate model for managing public perception (and business reputation) and sales through the strategic use of commercial space and retail (merchandising). In this way, a new management model emerges, the "Public Relations Merchandising" model that pivots on four basic variables: - Issuer: companies are organizations and, as such, public relations can contribute to the development of their mission in society, mainly related to the generation of economic objectives derived from the sales process). - Recipient: understanding the client as a stakeholder implies that the company acquires a commitment to corporate behavior that necessarily responds to the expectations and interests of its buyers and consumers. These should be conceived as a key piece that underpins the organizational life and around which the company must build and develop (Pulido, 2017). - Context and message: the enormous growth of competition and the dizzying evolution of the purchasing process forces organizations to manage the shopping experience from relational postulates. The convergence of public relations and merchandising techniques drive a constant dialogue with customers through the profitability of the commercial space. It is possible to conclude that the integrated management of public relations applied to merchandising entails achieving a balance with the public, which, in turn, results in optimal levels of perception of the points of sale, the products and suppliers themselves, and even to buyers and consumers.
The Cross-National Conflict Shifting theory is an analytical focus that helps to understand public relations from a cultural, ethical and political perspective where stakeholders exert pressure about the behavior of transnational corporations, especially in subsidiaries that operate in developing countries.This research project explores the issue of the transnational crisis generated by the case of Chiquita Brands, suspected of having sponsored paramilitary groups in Colombia between 1997 and 2004. This study offers the results of a quantitative content analysis carried out analyzing the news content about this transnational crisis in major newspapers published in Colombia and the United States.We analyzed a total of 146 news stories between March 1, 2007 and June 30, 2008, time in which this transnational corporation confronted a judiciary demand in the United States and developed corporative responses to face the crisis. The study was developed by a group of researches formed by professors and students of the School of Communication at the Universidad de Medellín, Colombia, and the College of Journalism and Communications at the University of Florida, in the United States. ; DOI:10.5294/pacla.2011.14.1.2 La teoría sobre la crisis transnacional es un enfoque analítico que permite comprender las relaciones públicas desde una perspectiva cultural, ética y política, donde los diversos públicos ejercen presión frente al comportamiento de las transnacionales, especialmente en filiales o subsidiarias que operan en países en desarrollo.Explorar el tema de la crisis trasnacional generada a partir del caso Chiquita Brands, señalada de haber auspiciado a grupos paramilitares en Colombia entre 1997 y 2004, se constituye en el eje central del presente trabajo, el cual recoge los resultados de un análisis de contenido, de tipo cuantitativo, realizado a las noticias que sobre esta crisis transnacional publicaron los principales periódicos editados en Colombia y en los Estados Unidos.Este trabajo analizó un total de 146 noticias entre el 1 de marzo de 2007 y el 30 de junio de 2008, época en la que la transnacional enfrentó el caso en tribunales de Estados Unidos y emitió una serie de respuestas corporativas para enfrentar su crisis. El grupo de investigadores de este estudio colectivo fue integrado por docentes y estudiantes de la Facultad de Comunicación de la Universidad de Medellín y del Colegio de Periodismo y Comunicaciones de la Universidad de Florida. DOI:10.5294/pacla.2011.14.1.2
La teoría sobre la crisis transnacional es un enfoque analítico que permite comprender las relaciones públicas desde una perspectiva cultural, ética y política, donde los diversos públicos ejercen presión frente al comportamiento de las transnacionales, especialmente en filiales o subsidiarias que operan en países en desarrollo. Explorar el tema de la crisis trasnacional generada a partir del caso Chiquita Brands, señalada de haber auspiciado a grupos paramilitares en Colombia entre 1997 y 2004, se constituye en el eje central del presente trabajo, el cual recoge los resultados de un análisis de contenido, de tipo cuantitativo, realizado a las noticias que sobre esta crisis transnacional publicaron los principales periódicos editados en Colombia y en los Estados Unidos. Este trabajo analizó un total de 146 noticias entre el 1 de marzo de 2007 y el 30 de junio de 2008, época en la que la transnacional enfrentó el caso en tribunales de Estados Unidos y emitió una serie de respuestas corporativas para enfrentar su crisis. El grupo de investigadores de este estudio colectivo fue integrado por docentes y estudiantes de la Facultad de Comunicación de la Universidad de Medellín y del Colegio de Periodismo y Comunicaciones de la Universidad de Florida. ; The Cross-National Conflict Shifting theory is an analytical focus that helps to understand public relations from a cultural, ethical and political perspective where stakeholders exert pressure about the behavior of transnational corporations, especially in subsidiaries that operate in developing countries. This research project explores the issue of the transnational crisis generated by the case of Chiquita Brands, suspected of having sponsored paramilitary groups in Colombia between 1997 and 2004. This study offers the results of a quantitative content analysis carried out analyzing the news content about this transnational crisis in major newspapers published in Colombia and the United States. We analyzed a total of 146 news stories between March 1, 2007 and June 30, 2008, time in which this transnational corporation confronted a judiciary demand in the United States and developed corporative responses to face the crisis. The study was developed by a group of researches formed by professors and students of the School of Communication at the Universidad de Medellín, Colombia, and the College of Journalism and Communications at the University of Florida, in the United States.
The following is a reflection on Spanish undergraduate studies that combine the concepts of marketing and public relations. Sharing origins and often functions and specialists, both concepts have run parallel paths that have merged on multiple occasions. This evolution has been studied from different points of view. Initially, marketing experts included PR techniques as an additional tool to grant it a greater specific instrumental relevance over time. On the other hand, PR scholars have tried to dissociate themselves from marketing in order acquire an independent position within the field of communication. In Spain, these conceptual differences are currently blurred due to the creation of new university degrees and double degrees combining both disciplines. This trend is evidenced within the Spanish university market which, throughout this article, will be compared to other markets, namely the American and the British ones, as a scientific reference for both concepts, and to the Portuguese one, given its geographical proximity. We will reflect on the reasons that have led the Spanish university market to combine both concepts and to offer official studies that include them in their nomenclature, far from the historical tradition in this country, where studies in public relations have been related to the field of communication, while those in marketing have been related to the field of economics. The identification of this trend in the job market of organisational communication professionals poses new challenges to training institutions, especially to universities.
The Cross-National Conflict Shifting theory is an analytical focus that helps to understand public relations from a cultural, ethical and political perspective where stakeholders exert pressure about the behavior of transnational corporations, especially in subsidiaries that operate in developing countries.This research project explores the issue of the transnational crisis generated by the case of Chiquita Brands, suspected of having sponsored paramilitary groups in Colombia between 1997 and 2004. This study offers the results of a quantitative content analysis carried out analyzing the news content about this transnational crisis in major newspapers published in Colombia and the United States.We analyzed a total of 146 news stories between March 1, 2007 and June 30, 2008, time in which this transnational corporation confronted a judiciary demand in the United States and developed corporative responses to face the crisis. The study was developed by a group of researches formed by professors and students of the School of Communication at the Universidad de Medellín, Colombia, and the College of Journalism and Communications at the University of Florida, in the United States. ; La teoría sobre la crisis transnacional es un enfoque analítico que permite comprender las relaciones públicas desde una perspectiva cultural, ética y política, donde los diversos públicos ejercen presión frente al comportamiento de las transnacionales, especialmente en filiales o subsidiarias que operan en países en desarrollo.Explorar el tema de la crisis trasnacional generada a partir del caso Chiquita Brands, señalada de haber auspiciado a grupos paramilitares en Colombia entre 1997 y 2004, se constituye en el eje central del presente trabajo, el cual recoge los resultados de un análisis de contenido, de tipo cuantitativo, realizado a las noticias que sobre esta crisis transnacional publicaron los principales periódicos editados en Colombia y en los Estados Unidos.Este trabajo analizó un total de 146 noticias entre el 1 de marzo de 2007 y el 30 de junio de 2008, época en la que la transnacional enfrentó el caso en tribunales de Estados Unidos y emitió una serie de respuestas corporativas para enfrentar su crisis. El grupo de investigadores de este estudio colectivo fue integrado por docentes y estudiantes de la Facultad de Comunicación de la Universidad de Medellín y del Colegio de Periodismo y Comunicaciones de la Universidad de Florida.
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 ...
The phenomenon of fake news has been one of the main themes in the 2018-2019 edition of the Latin American Communication Monitor, the largest study on the profession of public relations and strategic communication carried out by the European Public Relations Education and Research Association (EUPRERA). Through a comparative study in the different countries of the region, the results characterize the development of the activity, the structures and the main trends from the professionals' perspective. On this occasion we present, with 1,165 responses considered valid, and within a target audience profile, the main results linked to fake news in the public relations activity in Latin America. Although professionals are accompanying discussions about this phenomenon (more than 60%), only 26% of organizations have already implemented formal guidelines and routines to deal with fake news and only 7.2% have specific technologies and systems installed to identify them. Government organizations (which claim to be the most affected: 37.2%) and those that have already been affected by this type of practices (49.7%) are those that rely on the individual competencies of their communication structure to solve the problem. ; El fenómeno de las fake news ha sido uno de los temas principales en la edición 2018-2019 del Latin American Communication Monitor, el mayor estudio sobre la profesión de relaciones públicas y comunicación estratégica que lleva adelante la European Public Relations Education and Research Asociation (EUPRERA). A través de un estudio comparativo realizado en los distintos países de la región, se exponen los resultados que caracterizan el desarrollo de la actividad, las estructurasy las principales tendencias desde la visión de los profesionales. Aquí presentamos, con 1.165 respuestas consideradas válidas y dentro de un perfil de públicoobjetivo, los principales resultados vinculados a las fake news en la actividad de relaciones públicas en América Latina. Aunque los profesionales están acompañando las discusiones sobre este fenómeno (más del 60%), apenas el 26% de las organizaciones ha implementado pautas y rutinas formales para enfrentarse con noticias falsas y solamente el 7,2% ha instalado tecnologías y sistemas específicos para identificarlas. Las organizaciones gubernamentales (que dicen ser las más afectadas: 37,2%) y aquellas que ya fueron afectadas por este tipo de prácticas (49,7%) son las que más confían en las competencias individuales de su estructura de comunicación para resolver el problema. ; O fenômeno das fake news tem sido um dos principais tópicos da edição 2018-2019 do Latin American Communication Monitor, o maior estudo sobre a profissão de relações públicas e comunicação estratégica realizado pela European Public Relations Education and Research Asociation (EUPRERA). Através de um estudo comparativo nos diferentes países da região, os resultados caracterizam o desenvolvimento da atividade, as estruturas e as principais tendências na perspectiva dos profissionais. Nesta ocaciao, apresentamos, com 1.165 respostas consideradas válidas e dentro do perfil de público-alvo, os principais resultados relacionados a fake news na atividade de relações públicas na América Latina. Embora os profissionais acompanhem as discussões sobre esse fenômeno (mais de 60%), apenas 26% das organizações já implementaram diretrizes e rotinas formais para lidar com notícias falsas e apenas 7,2% possuem tecnologias e sistemas específicos instalados para identificá-las. As organizações governamentais (que falam ser as mais afetadas: 37,2%) e aquelas que já foram afetadas por estas práticas (49,7%) são as que confiam nas capacidades individuais de sua estrutura de comunicação para resolver o problema.
The phenomenon of fake news has been one of the main themes in the 2018-2019 edition of the Latin American Communication Monitor, the largest study on the profession of public relations and strategic communication carried out by the European Public Relations Education and Research Association (EUPRERA). Through a comparative study in the different countries of the region, the results characterize the development of the activity, the structures and the main trends from the professionals' perspective. On this occasion we present, with 1,165 responses considered valid, and within a target audience profile, the main results linked to fake news in the public relations activity in Latin America. Although professionals are accompanying discussions about this phenomenon (more than 60%), only 26% of organizations have already implemented formal guidelines and routines to deal with fake news and only 7.2% have specific technologies and systems installed to identify them. Government organizations (which claim to be the most affected: 37.2%) and those that have already been affected by this type of practices (49.7%) are those that rely on the individual competencies of their communication structure to solve the problem. ; El fenómeno de las fake news ha sido uno de los temas principales en la edición 2018-2019 del Latin American Communication Monitor, el mayor estudio sobre la profesión de relaciones públicas y comunicación estratégica que lleva adelante la European Public Relations Education and Research Asociation (EUPRERA). A través de un estudio comparativo realizado en los distintos países de la región, se exponen los resultados que caracterizan el desarrollo de la actividad, las estructurasy las principales tendencias desde la visión de los profesionales. Aquí presentamos, con 1.165 respuestas consideradas válidas y dentro de un perfil de públicoobjetivo, los principales resultados vinculados a las fake news en la actividad de relaciones públicas en América Latina. Aunque los profesionales están acompañando las discusiones sobre este fenómeno (más del 60%), apenas el 26% de las organizaciones ha implementado pautas y rutinas formales para enfrentarse con noticias falsas y solamente el 7,2% ha instalado tecnologías y sistemas específicos para identificarlas. Las organizaciones gubernamentales (que dicen ser las más afectadas: 37,2%) y aquellas que ya fueron afectadas por este tipo de prácticas (49,7%) son las que más confían en las competencias individuales de su estructura de comunicación para resolver el problema. ; O fenômeno das fake news tem sido um dos principais tópicos da edição 2018-2019 do Latin American Communication Monitor, o maior estudo sobre a profissão de relações públicas e comunicação estratégica realizado pela European Public Relations Education and Research Asociation (EUPRERA). Através de um estudo comparativo nos diferentes países da região, os resultados caracterizam o desenvolvimento da atividade, as estruturas e as principais tendências na perspectiva dos profissionais. Nesta ocaciao, apresentamos, com 1.165 respostas consideradas válidas e dentro do perfil de público-alvo, os principais resultados relacionados a fake news na atividade de relações públicas na América Latina. Embora os profissionais acompanhem as discussões sobre esse fenômeno (mais de 60%), apenas 26% das organizações já implementaram diretrizes e rotinas formais para lidar com notícias falsas e apenas 7,2% possuem tecnologias e sistemas específicos instalados para identificá-las. As organizações governamentais (que falam ser as mais afetadas: 37,2%) e aquelas que já foram afetadas por estas práticas (49,7%) são as que confiam nas capacidades individuais de sua estrutura de comunicação para resolver o problema.
The work of the press offices in institutions and enterprises, the substitution of sources of information and the operating mode in press releases, press conferences, etc., and generally all previous and subsequent work to ensure informative success, are detailed by linking them to a higher organizational communication. All this from the theoretical perspective and professional praxis, told with vivid, and historical, examples, and in which no less important is the work of anonymity in which are located, as authors of the released issues, the people in charge of these devices. Other aspects specific to the press offices are also discussed, beyond the tasks associated with writing reports, but of equal interest to public and private entities. And singularly the role they play in political campaigns. ; La labor de los gabinetes de prensa en instituciones y empresas, la sustitución de las fuentes de información y el modo operativo en notas de prensa, comunicados, ruedas de prensa, etc., y en general todo el trabajo anterior y posterior para garantizar el éxito informativo son pormenorizados, vinculándolos a una estructura organizativa superior en la comunicación. Todo ello desde la perspectiva teórica y praxis profesional, contadas con ejemplos vivos e históricos, y en el que no es menos importante la labor de anonimato en el que se sitúan, en tanto firma de lo publicado, las personas al frente de estos dispositivos. Se analizan asimismo otras facetas propias de los gabinetes de prensa, más allá de las labores propias de redacción de informaciones, pero de igual interés para las entidades públicas y privadas. Y singularmente el rol que desempeñan en las campañas políticas.
Environment is all around us since companies and organizations develop their mission in a political, economic and natural space. In fact, citizens ask for a healthier context and the Administration organizes campaigns in order to obtain sustainable behaviors. Moreover, companies introduce sustainability in their corporative culture. Therefore, if the latter take care of the environment, it is means a positive value, thus, it is reflected in the main index of reputational organization within enterprises. The focus of this research is on the study of the planning there is behind an environmental communication campaign, in other words, which are the steps followed in order to achieve a global environmental commitment. With this objective in mind from May 2013 to May 2014, we collected a sample of questionnaires conducted to several heads of communication who work for organizations with sustainable behavior. In this sense, our results seem to indicate that environmental communication campaigns follow all the steps in the planning process, but they adopt an instrumental view of the public. The conclusions have been reached provide elements of information that are useful of those involved in the management of environmental communication campaigns. ; Un valor de la sociedad contemporánea es el cuidado del medio ambiente. Los ciudadanos reconocen positivamente a aquellas organizaciones que respetan y cuidan el entorno natural en el que operan. Así la responsabilidad ambiental es una variable en alza según figura en los índices de reputación, como es el Monitor Español de Reputación Corporativa (MERCO). En este contexto, la gestión de la comunicación ambiental cobra especial relevancia. El principal propósito de esta investigación es conocer la planificación en comunicación ambiental que se hace en España. Los objetivos generales de esta investigación son: describir la gestión que se hace en las campañas de comunicación ambiental; conocer la naturaleza de los objetivos; identificar los grupos de interés; reflexionar ...
Un valor de la sociedad contemporánea es el cuidado del medio ambiente. Los ciudadanos reconocen positivamente a aquellas organizaciones que respetan y cuidan el entorno natural en el que operan. Así la responsabilidad ambiental es una variable en alza según figura en los índices de reputación, como es el Monitor Español de Reputación Corporativa (MERCO). En este contexto, la gestión de la comunicación ambiental cobra especial relevancia. El principal propósito de esta investigación es conocer la planificación en comunicación ambiental que se hace en España. Los objetivos generales de esta investigación son: describir la gestión que se hace en las campañas de comunicación ambiental; conocer la naturaleza de los objetivos; identificar los grupos de interés; reflexionar sobre si los intereses de cada público influyen en la definición de los objetivos y en el tipo de relación que se construye. Para llevar a cabo estos objetivos se ha realizado un trabajo de campo de carácter cualitativo mediante un cuestionario que se ha dirigido a veinte instituciones procedentes del sector público y privado, y del mundo empresarial y asociativo. Los resultados confirman que siguen todos los pasos de la planificación estratégica, pero adoptan una perspectiva instrumental en la identificación de los públicos. ; Environment is all around us since companies and organizations develop their mission in a political, economic and natural space. In fact, citizens ask for a healthier context and the Administration organizes campaigns in order to obtain sustainable behaviors. Moreover, companies introduce sustainability in their corporative culture. Therefore, if the latter take care of the environment, it is means a positive value, thus, it is reflected in the main index of reputational organization within enterprises. The focus of this research is on the study of the planning there is behind an environmental communication campaign, in other words, which are the steps followed in order to achieve a global environmental commitment. With this objective in mind from May 2013 to May 2014, we collected a sample of questionnaires conducted to several heads of communication who work for organizations with sustainable behavior. In this sense, our results seem to indicate that environmental communication campaigns follow all the steps in the planning process, but they adopt an instrumental view of the public. The conclusions have been reached provide elements of information that are useful of those involved in the management of environmental communication campaigns.
La gestión estratégica de relaciones públicas en el desarrollo local abre importantes posibilidades de intervención para enriquecer la vertiente socioeconómica de los municipios. El objetivo de esta investigación, desarrollada durante la legislatura 2007-2011, es ofrecer un apoyo integral a emprendedores que pertenecen a colectivos desfavorecidos de pequeños municipios en la Comunidad de Madrid, caracterizados por tener bajos índices de emprendimiento, escasos servicios e infraestructuras, despoblamiento, poblaciones envejecidas y tasas de empleabilidad deficientes. A través de una metodología ad hoc, se establece una red de municipios que van a promover iniciativas de desarrollo local empresarial solidarias, para potenciar la calidad social de los municipios asociados, integrados en las comarcas Sierra Oeste, Sierra Norte y Las Vegas-Campiña de Henares. ; The strategic management of public relations in local development intervention opens important possibilities to enhance the socio-economic aspect of the municipalities. The objective of this research, developed for the period 2007-2011, is to provide comprehensive support to entrepreneurs belonging to disadvantaged groups of small municipalities in the Madrid region, characterized by low rates of entrepreneurship, limited facilities and infrastructure, depopulation, aging populations and poor employability rates. Through ad hoc methodology, establishing a network of municipalities that will promote local business development initiatives of solidarity, to enhance social quality of the associated municipalities, counties integrated Western Sierra, Sierra Norte and Las Vegas-Country of Henares. ; Este proyecto ha sido subvencionado por la Cátedra Unesco de Promoción Socio-Laboral de la Fundación Sagardoy (http://www.fundacionsagardoy.com), durante el año 2007, en colaboración con la Consejería de Empleo y Mujer de la Comunidad de Madrid.
