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Title: Plan de comunicación para el Ayuntamiento de Miramar
Author: Morant Moreno, Gracia Maria
Tutor: Jiménez Marín, Gloria
Others: García, Jennifer
Keywords: institutional communication
Issue Date: Jun-2022
Publisher: Universitat Oberta de Catalunya (UOC)
Abstract: Communication planning is essential for any public institution. Under this premise, the present work focuses on the organization of the communicative actions of the press office of the Miramar City Council with the intention of increasing the participation of the neighbors in the municipal life. For this purpose, it is considered necessary to enhance the communicative actions, making known the services available in the municipality and generating confidence in the management of the consistory. The analysis of the initial situation indicates that although it is an institution with a good image, prestige must be constantly built up. For this reason, the associations have been chosen as stakeholders, which are the driving force of social contact in the town, as well as the population that, although they live in Miramar, do not participate in its daily life. This is also the case with the youth, which is currently one of the focal points of municipal action. The present Communication Plan will be executed during one year through some contracted services, but the bulk of the work will fall on the communication office, with the use of its own means. Adapting the Plan to the low municipal budget allocated to communication. Specifically, offline media (billboards, magazines and brochures) and online (social networks) will be used to ensure that each message reaches its target audience. The involvement and direct contact between institution and citizenship is fundamental, therefore, one of the actions envisaged is the realization of a special event involving the participation of associations, but also the general public and representatives of the City Council. The latter becomes a fundamental part of this work, because as framed in the theoretical framework, the line between institutional and political communication is very thin and press offices must act to ensure impartial communication and public service.
Language: Spanish
Appears in Collections:Trabajos finales de carrera, trabajos de investigación, etc.

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