Perspectivas de las Relaciones Públicas: resultados del Excellence Study para la comunicación en las organizaciones

James E. Grunig, Larissa A. Grunig, Maria Aparecida Ferrari


La comunicación en las organizaciones está afectada por variables tanto internas como externas a la organización, como la cultura, la estructura y la gestión organizativa. Algunos de los resultados del Excellence Study discutidos en el presente artículo evidencian que el valor de las relaciones públicas se crea en los relacionamientos que las organizaciones desarrollan con los públicos, especialmente con aquellos que se ubican en el interior mismo de la empresa.

Palabras clave

Relaciones Públicas; Cultura; Comunicación simétrica; Comunicación asimétrica; Diversidad


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