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 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.
Public Relations have been classified into 6 stages from its emergence in Cuba (1956) to date (2021); However, it was not until the third phase (1990-1998) that the discipline began to awaken, coinciding with the germination of the specialty in the political, economic and social scene in which the country found itself in those years. The 90s also set the tone in the development of Tourism in Cuba, from then on several tourist institutions were created or expanded such as travel agencies, hotel and extra-hotel entities, including the Ministry of Tourism - hereinafter MINTUTR- ; Likewise, various avenues of relations were established, which made it possible to demonstrate the role that Public Relations played on the island. This binomial became increasingly important, also achieving a bidirectional sense, to the point that the exponential growth of Tourism is attributed - to a certain extent - to Public Relations. A small diagnosis carried out during the investigative process, showed that there are a set of weaknesses in relation to the current attention of Public Relations in the territory, which need to be combated and take a series of measures for their improvement, much more so, if they are takes into account that the current situation in Cuba was exacerbated by the entire epidemiological scenario caused by the COVID-19 pandemic, which results in further distancing from the competition. This tool has been of vital importance, since it is present in the customer experience cycle in the 4 key moments: attraction, attention, loyalty and feedback; and where the figure of the public relations officer is empowered from graduates in the communication area, to those who are in some way in direct contact with the client, since although they do not know the theory, it does add great value to their satisfaction, reaching even turning a product / service that did not deliver on its promise into a positive one. The aforementioned diagnosis is carried out mainly from: bibliographic review, interview with specialists from different tourism companies, business owners and the assessment of experts through a test on the purification or relevance of the problems obtained. From this, two great results are reached where a series of essential opportunities are displayed for the improvement of Public Relations from the tourist perspective. The first summarizes the concept of strong binomial that exists between Tourism and Public Relations, in such a way that, if the found weaknesses were solved, it would be possible to enhance the confidence of the tourism sector and therefore of Public Relations. This section is supported by 4 elements that are pointed out in order to achieve the success of this first task. These fundamentals are: structure, the education of the new public relations officer, interrelationships and competition. The second focuses on the change in behavior that has caused the impact of the pandemic, which puts in value not only the role of Public Relations, but also shows that they are facing a new challenge. In summary, the research makes it clear that, if the aforementioned actions are carried out, success will be achieved in the development of Public Relations in Tourism in Cuba.
Scientific production in Latin America and the Caribbean has experienced great growth in recent years (Álvarez-Muñoz y Pérez-Montoro, 2016; Santa y Herrero, 2010), due in part to the increase in public investment in science in these countries and the indexing of their journals in global (Scopus or Wos) and regional (Latindex or Redalyc) databases of bibliographic references. However, in the area of communication, the publication of academic articles is still embryonic. There are several academic studies (Flores-García y Becerril-García, 2020; López- Ornelas et al., 2017; Rogel-Salazar et al., 2017) that highlight the scarce of disclosure of scientific knowledge in this region, remarking the limited presence of communication journals published in Latin America and indexed in databases. In the specific area of public relations, the conceptualization and recognition of this discipline in the academic and professional field has been increasing since the mid-twentieth century. However, despite the progress experienced, the small number of existing studies on the subject in these journals, justify this investigation line. In this sense, this research, within the framework of bibliometric studies, proposes to determine the position occupied by public relations in the academic production about communication of the main journals of the Latin American Caribbean in the last ten years (2010-2020); as well as analyzing the main characteristics of these publications by examining the areas of knowledge of the published texts, the institutions from which they come or its authorship, among other aspects such as the object of study and the methodological procedure used in the research. The scientific journals that make up the sample (Comunicación y Sociedad, from Mexico, Palabra Clave and Signo y Pensamiento, both from Colombia) have been selected on the basis of representativeness criteria such as the impact index in the Scopus bibliographic database and the geographical scope of the Latin American Caribbean. The results indicate that the discipline of public relations is marginal in the overall scientific production in the area of communication in the Latin American Caribbean. Most of the texts published by the journals with the highest impact index in the region focus on fields related to communication, but are far removed from the specific area of public relations. However, it is noticeable that in recent years greater attention has been paid to this discipline, with an increase in scientific production in the period between 2016 and 2020.
The findings obtained also allow us to establish a profile of the scientific production on public relations disseminated in the decade from 2010 to 2020 by the leading journals in the Latin American Caribbean. A collective authorship, balanced in terms of the sex of the signatories, mainly from universities in Latin America and Spain, and the use of empirical approaches from a qualitative perspective, define the type of academic production analysed. Despite the limitations that this research presents when it comes to extrapolating the results to the whole of the scientific production on public relations in territories other than the Latin American Caribbean, it is outlined as an exploratory study and a first approach to the still incipient research on the discipline of public relations in Caribbean academic journals.
Public Relations have found in digital platforms an ideal device to build contact and interactivity with corporation's audiences. Within the field, new possibilities emerge to address the issue of generating interactivity with communication media, which has always been a core activity of Public Relations offices. Over the last decade, the Cuban institutional and communicative scenario has witnessed an upsurge of Press Cabinets and Communication Offices, which are expanding their traditional functions mainly due to digitization and hypermedia convergence. Thus, new resources like Virtual Press Rooms aim to assist corporations in their quest to build interactive channels for contact with media and citizenship, to manage information flows with journalists and to promote the dialogue with the stakeholders. These tools are considered a natural evolvement of the traditional routines of communication offices to enhance interactive channels and nurtured relationships with press officers. Many researchers have pointed out the relevant role of Virtual Press Rooms as substitutes for common PR strategies like press kit and mailing. This research analyzes the integration of Virtual Press Rooms within the main organism of Cuban state's central administration. This research has been carried out using a quantitative content analysis, based on a categorical system validated by the Bitartez Group of the Basque University System for developing similar researches in the field. The study assesses the common features of Virtual Press Rooms in Cuban corporations and its adaptation to Cuban journalistic and communicative landscape. The results of the study show that Cuban Online Press Rooms perform as a container for files and corporate content, while exalting a documentary function. In many cases, the informative role is prioritized, while the contents designed for media are relegated to less visible spaces within the website. Even though they improve the access to relevant and quality information that facilitates journalistic practices, they still lack of a better approach to nurture the interactions between journalists and corporate sources. The whole analysis shows that Cuban corporations do not take full advantage of digital capabilities to nurture the information flows and the interactions between the organization and their stakeholders. Whether it is suitable to assess that Cuban communication`s practices are, indeed, in a process of transition to the digital landscape, it is still relevant to find out if the limitations exposed in the previous paragraphs obey to some strategical and political-ideological conditioning factors.
The purpose of the research was to redefine the concept of social relations from the point of view of its theoretical, administrative and civil aspects of legal regulation, considering, for this purpose, various scientific contributions. The main content is based on the meaning of the concepts of "public relations" and "social relations" as political and legal entities with different paradigmatic essence. The methodological basis of the research was constituted by the comparative-legal and systemic analysis, the formal-legal method, the method of interpretation, hermeneutics and the methods of analysis and synthesis. By way of conclusion the authors have established that the term "public relations" characterizes relations between people, which provide for the unconditional priority of the economy over other spheres of society (political, ideological, cultural), material and symbolic spaces where there is no place for a person with his values, rights and freedoms. At least, the latter do not acquire due regulatory support.
The following texts deals with the definition of communication processes carried out by public institutions. The purpose is to elaborate a study which spans the different types of communication used in public institutions. In fact, political discourses often tend to propaganda & public relations instead of strictly providing the citizen with information. Thus, the link between the three basic types of communication, ie., information, propaganda & advertising, merge into a discipline such as public relations, especially in terms of employed techniques & public relation strategies referred to the field of political communication. Adapted from the source document.
The article examines the place and role of the Constitutional Court in the system of public powers in the doctrinal understanding of the concept of human rights and constitutionalism. The Constitution of the Russian Federation establishes the basic constitutional and legal principles that are fundamental to substantive and procedural law. Judicial constitutional review, as the experience of European countries shows, is the most effective in protecting the Constitution. The principles of law applied to the doctrinal assessment of the place and role of the Constitutional Court in the system of public powers constitute a rather dynamic legal concept. The methodology is based on the legal system, public relations, and the political-state course, which, like all fundamental ideas, change, affect legal awareness and establish new requirements for legal regulation and the formation of an appropriate mechanism. The article concludes that the most important condition for the implementation of the prerogatives of the judiciary to administer justice in the consideration and resolution of specific cases, with emphasis on the study and evaluation of evidence. It is the evidence that serves as the basis of information for the court's findings in the case.
It is well known that Public Relations covers wide and varied areas of Communication. This issue is a reflection of this and shows the diversity that exists in the discipline. In a society in continuous change, with organisations that need to adapt to their environment and whose relations with their publics are becoming a priority, in this context, Public Relations becomes indispensable for any entity. Public Relations in new media, using new strategies, but also in traditional media, which today continue to be very effective in reaching the public. This issue, entitled Diverse Public Relations, shows the variety of the discipline's fields of action and also the diversity that is being produced in research. It should therefore come as no surprise to find in this issue topics that are very different from one another, some focusing on new public relations media and others based on traditional media and methods, all under the convergence of Public Relations.
This paper departs from a critical animal studies perspective—that is a perspective critical with speciesist anthropocentrism—in order to problematize public relations by industries harming other animals. To this end, it reviews the ethical and theoretical frameworks raised by critical public relations in order to adopt a critical stance towards what we call here "lobbying against compassion"—the practice of public relations, mainly lobbying, to justify the exploitation of nonhuman animals by some industries. We first examine the role of compassion as a strong motivator for prosocial behaviours as discussed by philosophy and social psychology. Second, we examine compassion towards animals from the lens of public relations and communication. Third, we conduct a literature review to identify the ethical frameworks raised by previous critical public relations literature, which can also be used to justify the cultivation of compassion toward other animals. Finally, we argue that an ethics of persuasion that incorporates compassion towards the suffering of other animals—and therefore avoids endorsing animal suffering—is unavoidable for public relations theory and practice to be ethically reinforced.
This article analyzes the strategies of publicity campaigns followed by the candidates of the presidential election of 2006 in Mexico taken from the results of the electoral polls and of the difficulties encountered by those interviewed on the configuration of the decision around the vote within the contexts of the campaigns. It also intends to answer a series of questions derived from the problematic, such as, do the polls detect the variations on electoral preferences during the course of the electoral campaign? Is there a relation between the campaign activities and the variations in the electoral preferences? Do the publicity campaigns have an impact on the definition of the electoral vote? Adapted from the source document.
Through a critical document-based methodology, the research analyses the essence of social risks as the object of public administration, proposes their classification, tests the need for interconnection of social and fiscal policies, bases the structure of the financial and budgetary mechanism for public management of social risks and, consequently, proposes to improve it by increasing investment in human capital to prevent social risks. It is concluded that the orientation of the social protection system to countervailing measures in relation to certain groups of the population seeks to solve the problem of poverty by strengthening tax distributional processes, increasing the amount of social spending on total state spending, but if it fails to increase the effectiveness of social programmers, the main social problems will not be solved. It is established that the main direction of improvement of the public social risk management tax mechanism should be the minimization of the compensatory nature of the financial provision of the consequences of social risks and, the activation of the application of investment tools for the prevention of their occurrence.
