Strategy

Ana María Suárez Monsalve, Juan Carlos Molleda

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

Abstract

In the book Public Relations Theory, edited by Brigitta Brunner, PhD. (Hoboken, NJ: Wiley Blackwell, 2019 ) has contributions from researchers in public relations, strategic communication and journalism from the USA, China, Australia, Norway, New Zealand, Finland, Canada and, for Latin America, there is the contribution of Professor Suárez-Monsalve and Professor Juan Carlos Molleda, as co-authors.With Chapter 2 Strategy, Dr. Ana María Suárez-Monsalve (University of Medellín) and Juan Carlos Molleda, PhD, (University of Oregon) contribute a Latin American and specifically Colombian perspective to the book on the theory and application of public relations in their own contexts. With a succinct conceptual review derived from Colombian-Venezuelan research, in addition to studying Ibero-American influences in these analyses, the authors Suarez-Monsalve and Molleda present cases of communication and relationship strategies such as the No strategy during the 2016 plebiscite, the environmental movement for the protection of the green tunnel in the Envigado municipality, the relationship strategy in rural communities in the Cármen de Vivoral municipality in Antioquia, strategic alliances for development plans in the municipalities of the Aburrá Valley, and a campaign for the Medellín Metro in 2018. In the book review published by Journalism & Mass Communication Quarterly (97 (I) p.307), the cases analyzed in the Colombian context are highlighted "One particularly useful feature of the subject-specific chapters of this book is the use of case study examples, so the reader can learn about a practical example and see how it relates to relevant theories". Darren P. Ingram of the University of Oulu, Oulu, Finland cites the case of the Metro system (2018) described in the Strategy chapter by Suarez-Monsalve and Molleda as a practical way of understanding public relations opportunities in crisis situations.
Translated title of the contributionEstrategia
Original languageAmerican English
Title of host publicationPublic Relations Theory
Subtitle of host publicationAplication and Understanding
PublisherJohn Wiley and Sons Inc.
Chapter2
Pages13 - 30
Number of pages18
StatePublished - 2019

Keywords

  • Communication
  • public relations
  • Strategy
  • Colombia
  • Latin America

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