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Title: Estrategias comunicativas del portavoz corporativo contemporáneo
Author: Falcó Solé, Laura
Tutor: Mayorga Gordillo, Javier Andrés
Others: Compte-Pujol, Marc  
Abstract: The current research explores the figure of the executive spokesperson as an opinion leader. Nowadays, there are new communication channels available that allow companies to directly address their target audiences and increase the reach of their messages. Through a qualitative methodology, the presence and activity in the media of two relevant spokespersons at both national and international level are observed with the aim to identify the development of their communication strategy based on an historical analysis. To do so, a record sheet has been created to collect 30 different statements within three defined time periods for each of the selected spokesperson. In all cases, the resources, media, and channels used have been defined, as well as the message delivered. Thanks to the data collected, a comparative assessment that confirms the initial approach has been carried out. There is a positive trend which shows that CEO spokesperson can become new opinion leaders in today’s society. The key to achieving this status is by the exhaustive planning of a communication strategy aligned with the values of the company they represent which is constantly updated to the issues leading the media agenda. This resolution presents new opportunities and risks in the field of corporate communications that highlight the need to update the training of spokespersons in line with the current environment and communication trends.
Keywords: corporate communication
social networks
digital strategy
Document type: info:eu-repo/semantics/masterThesis
Issue Date: 20-Jun-2022
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