El papel de los gabinetes de comunicación especializados en salud. El poder de la credibilidad: informar y convencer = The role of communication offices specialized in health. The power of credibility: to inform and convince
Abstract
Resumen: Las Agencias de Relaciones Públicas (RR.PP.) construyen relaciones beneficiosas entre las organizaciones y sus públicos.
En la comunicación de temas de salud, los médicos representan la fuente de información más creíble. Las agencias de comunicación como Ketchum, no solo facilitan la difusión de esta información sino que también identifican nuevas oportunidades y estrategias de comunicación. El éxito del mensaje recae en la credibilidad del mismo, por lo que se requiere el aval de médicos y sociedades científicas en su elaboración. Debe de ser informativo, pero al mismo tiempo, atractivo e innovador y ha de poder adaptarse a las nuevas tendencias. El mensaje ha de ser personalizado y para ello, se ha de conocer en profundidad a la audiencia. Con todo ello se pretende conseguir una amplia respuesta social.
En este sentido internet es el medio de difusión por excelencia. En particular, Twitter, ha marcado una diferencia ofreciendo mayor accesibilidad, inmediatez, alcance y consiguiendo una mayor participación ciudadana.
Palabras clave: Relaciones Públicas, Comunicación sanitaria, internet, redes sociales
Abstract: Public Relations agencies (PR), build beneficial relations between organizations and their public.
In the communication of health topics, doctors represent the most reliable source of information. Communication agencies such as Ketchum, not only facilitate the dissemination of this information but they also identify new opportunities and communication strategies. The success of the message relies on its credibility, therefore, the support of doctors and scientific societies are required in its drafting. It must be informative but attractive and innovative at the same time and has to be able to adapt to new trends. The message must be personalised and due to this, the audience must be known thoroughly. All in all, a wide social response is required.
In this sense, internet is the dissemination medium par excellence. Particularly, twitter, has made a difference offering greater accessibility, immediacy, significance and achieving a higher public engagement.
Key words: Public Relations, Health Communication, internet, social media
doi: http://dx.doi.org/10.20318/recs.2016.3127
Downloads
All articles published in this journal –unless otherwise stated- are distributed under the terms of the Creative Commons Attribution-NoDerives (CC-BY-ND 3.0 ES) Spain 3.0 License, which allows others to copy, distribute and transmit in a public way as long as they credit the author(s), journal and institution that publish these articles, and provided that they are not altered or modified. The complete license can be consulted in: https://creativecommons.org/licenses/by/3.0/es/deed/.es
The copyright belongs to the manuscript’s author just on the basis of creating this work:
- Moral rights are undeniable and inalienable.
- Economic or exploitation rights can be transferred to third parties, as it occurs when articles are published and authors partially or totally transfer their exploitation rights to publishers
Authors can archive their own articles in an institutional repository as long as their publications are cited in this journal.
