Un Nou model estratègic aplicat a les relacions públiques i a la comunicació corporativa

Abstract

This article describes a redesigned strategic model applied to public relations and corporate communication. The model is proactive and comprises four continuous stages. The methodology used could be considered a step ahead compared to the contemporary concept, since it is based on the creation of strategic subplans according to groups of stakeholders (depending on their perceptions and relations), to the communication situation and to issues management. The model is also innovative because it considers possible scenarios which are characteristic of communication management in situations of uncertainty, risk and crisis. Our proposal calls into question the canonical single strategic communication model and puts forth the concept of the strategic subplan model which may involve as many subplans as necessary. The subplan design takes the form of a decision tree, and each subplan id devoted to a strategic area requiring the consideration of three variables: stakeholders, issues and action scenarios. We also suggest that the research and information tasks should be ongoing components of the entire strategic process so that contingency becomes conceived of as systematic, in the prosecutive sense.