Las Relaciones Públicas en el nuevo milenio: retos y oportunidades - Revista Internacional de Relaciones Públicas
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The evaluation was not until a little more than two decades ago a relevant matter for public activity, concentrated in execution and guided by intuition, public approval or some data to record success in government work. This story has changed due to an increasingly demanding national and international context requiering transparency of public actions, efficiency in activities that each government in turn prioritizes, and of course, the effectiveness of what is proposed. The practice of evaluation in the Costa Rican state system is governed by an exhaustive normative and procedural framework. However, this platform has not necessarily ruled the execution of communication in the institutions. According to a study performed out in Costa Rican institutions between 2019-2020, first with a mapping of the communication units carried out with a survey (43) examining their operation, projects they execute and some evaluation practices they carry out; lack of rigorous evaluation practices were identified. Furthermore, these units there has no obligation to carry out operational planning of their annual activities, to apply systematic evaluations, nor are they obliged to prepare reports on the work carried out. Subsequently, an inquiry was conducted through interviews (22) with planning heads of the institutions and governing bodies to learn about the evaluation regulations, the formats and platforms used, inter-institutional link for evaluation and the scope of the mandatory nature of this function. The results suggest that the praxis of the units is dominated by the macro-institutional planning exercise that uses matrices and quantitative formats that record compliance but do not evaluate effects, changes, or impact of their activities, which reduces visibility of the public value provided by state sector, and to which is also added the work accomplish by the communication units. The true evaluation in the State is limited to a few government projects registered within the National Development Plan and not to a daily action in the entire state system. Some of the planning offices even indicate that neither planning, and even less evaluation, constitute a resource that is considered as strategic, conversely, they are seen more as an operational, compliance and organization resource, and for the different areas the filling of matrices and formats to record the execution of their tasks is an additional burden. In fact, one of the difficulties raised by these offices is the planning of their annual programs with objectives that can be evaluated, a position that is also recognized by the Contraloria General de la Republica (Comptroller General of the Republic), which indicates the absence, in a relevant percentage, of objectives in public institution programs. For the communication units, this set of practices produces inertia in the communicative action, little or no influence of the communication units in the institutional decision-making process, and an operational focus on execution, which reduces their strategic role. It is also clear that there is a predominance in the use of techniques and tools for reporting results in communication that does not correspond to evaluation, measurement is used with greater emphasis, and even in some cases the use of reportings which not apply to neither of the two processes.

Public Relations have found in digital platforms an ideal device to build contact and interactivity with corporation's audiences. Within the field, new possibilities emerge to address the issue of generating interactivity with communication media, which has always been a core activity of Public Relations offices. Over the last decade, the Cuban institutional and communicative scenario has witnessed an upsurge of Press Cabinets and Communication Offices, which are expanding their traditional functions mainly due to digitization and hypermedia convergence. Thus, new resources like Virtual Press Rooms aim to assist corporations in their quest to build interactive channels for contact with media and citizenship, to manage information flows with journalists and to promote the dialogue with the stakeholders. These tools are considered a natural evolvement of the traditional routines of communication offices to enhance interactive channels and nurtured relationships with press officers. Many researchers have pointed out the relevant role of Virtual Press Rooms as substitutes for common PR strategies like press kit and mailing. This research analyzes the integration of Virtual Press Rooms within the main organism of Cuban state’s central administration. This research has been carried out using a quantitative content analysis, based on a categorical system validated by the Bitartez Group of the Basque University System for developing similar researches in the field. The study assesses the common features of Virtual Press Rooms in Cuban corporations and its adaptation to Cuban journalistic and communicative landscape. The results of the study show that Cuban Online Press Rooms perform as a container for files and corporate content, while exalting a documentary function. In many cases, the informative role is prioritized, while the contents designed for media are relegated to less visible spaces within the website. Even though they improve the access to relevant and quality information that facilitates journalistic practices, they still lack of a better approach to nurture the interactions between journalists and corporate sources. The whole analysis shows that Cuban corporations do not take full advantage of digital capabilities to nurture the information flows and the interactions between the organization and their stakeholders. Whether it is suitable to assess that Cuban communication`s practices are, indeed, in a process of transition to the digital landscape, it is still relevant to find out if the limitations exposed in the previous paragraphs obey to some strategical and political-ideological conditioning factors.

Presentation: Public Relations in Central America and the Caribbean

This study seeks to investigate the impact, responses and demands for support, in the face of the crisis caused by Covid 19, by entrepreneurs and organizations in the economic sectors, as well as the strategies considered to have the greatest impact on their business and that could consider necessary. The study took information from a survey that obtained a total of 138 responses, mainly located in the province of San José (50%), more than half (84.7%) include micro and small businesses and a (9, 3%) medium and large companies mostly located in a development stage in which the company achieves a degree of positioning in the market that guarantees its sustainability over time, the rest are located in the beginning and maturity stages mostly, they cover a wide range of sectors of activity. The largest number of participating entrepreneurs was found in the age range of 30 to 40 years (38%). Thus, it is found that the direct and indirect effects of covid 19 in the entrepreneurial sector of various sectors of the Costa Rican economy caused (55.7%) cuts in working hours as a practice in their businesses to face the crisis and a decrease in (67%) in the price of their products or services, experiencing a transformation in the management of business models that until before this date were usual. It is evident that the effects of the pandemic caused by COVID-19 had a strong impact on the Costa Rican productive sector, and the need for support from the businesspersons who have been affected is evident. Furthermore, for a country of 5.5 million inhabitants, the pandemic leaves more than 400 thousand people unemployed (16.4% + 11.1% underemployed), that is, 92 thousand more than before COVID 19. The worst hit groups are those of women and youth, leading them and the other unemployed to migrate to informality. 1,455 micro (1-5 employees), small (6-30 employees) and medium (31-100) closed. These companies have little chance of reopening, having to increase the figures of informality and in many cases, 2% of GDP in smuggling and illicit trade. The Costa Rican government must work to support new ventures that allow the insertion of new businesses in the formal sector, leading innovation, and competitive proposals to face new challenges. Access to soft loans, improvements in social security rates and differentiated fees for taxation should be part of the solutions. In addition, ensure that the minimum contributory rate of social security is modified for the payment for part-time work, so that the same companies hire personnel based on the hours worked and not for a single rate. It should be considered that Costa Rica is already part of the OCDE and that is going through a historic electoral process (26 presidential candidates), to put this problem in the sights of the candidates. The joint work between private sector, government, financial and educational institutions is a must. Costa Rica is walking at the edge of falling into an economic default and helping these initiatives could be a magic recipe for the economy.

Based on the high use of agrochemicals and pressure on ecosystems from agricultural production, as well as complaints and social movements against pineapple crop in the northern region of Costa Rica, a communication strategy was articulated within the framework of the project “Characterization of agricultural practices and the use and management of agrochemicals in pineapple crop, for implementing good agricultural practices (GAP)”. The strategy focused on promoting agricultural and environmental education to help farmers in the implementation of GAPs in the northern region of Costa Rica. There are not many public relations studies about agriculture and rural areas in Latin America. However, public relations can contribute to community development, based on the search for relationships based on trust, mutual understanding, cooperation and a sense of belonging that could lay the foundations for promoting sustainable development. The methodology was carried out in three main stages: diagnosis, approach and execution, and evaluation of the strategy. In the initial stage, one of the main findings was the outstanding negativity in local and national media coverage of pineapple production. Based on the results of the diagnosis, four main problems to be addressed during the implementation stage were identified: 1) overdose of pesticides; 2) bad stubble management; 3) poor soil management; 4) disrespect for aquifer protection zones. For the second stage, we applied two tactics consisting of a set of tasks intended to target audiences identified as main or primary. Also, a training program and crisis management activities were executed. The final stage consisted of the application of an evaluation questionnaire to 25 farmers participating in the training program. The results were several activities developed in the communities, including a series of informative and educational products (videos, key messages through WhatsApp, newsletters, infographics, a guide for the identification of pests and diseases in the pineapple crop); press management; workshops at local schools; and a GAPs Fair to promote the sustainable production of pineapple. The strategy promoted a training program, consisting of 34 talks, which was attended by 240 people: farmers, university students, agricultural products and tools sales personnel, people from cooperatives and interested members of the public. According to the final evaluation, 68 % of the training participants stated that their ability to produce pineapple using GAP improved during the last years; 40 % stated that environmental balance was the main benefit of implementing GAPs in pineapple crop, followed by economic savings (24 %). This shows that the message related to the environment was the prevailing one, consistent with the environmental and educational communication proposed by the strategy. As a conclusion, of the three most implemented agricultural practices by pineapple farmers, we identified that two were part of those promoted by the communication campaign. Thus, the project’s communication strategy had a strong incidence in the improvement of agricultural practices in the area and increased the number of positive notes related to the pineapple crop, before the crisis. We were able to impact the local production of pineapple through a clearly established strategy. Also, this allowed us to face the different phases of the crisis situation.

“In an era in which the need to protect borders has often been defended, remembering a historical moment that sought to overcome them is also, in essence, a political act in itself” (Siles, 2020: 10). Ignacio Siles, catedrático en la Escuela de Ciencias de la Comunicación de la Universidad de Costa Rica (UCR), nos presenta un acto político hecho libro que contextualiza lo que ocurría en Centroamérica durante los años en que se fue facilitando la conexión a internet en la región. Siles es doctor en Medios, Tecnología y Sociedad por la Universidad de Northwestern, tras una maestría en Comunicación por la Universidad de Montreal, y una licenciatura en Ciencias de la Comunicación por la Universidad de Costa Rica, donde actualmente es profesor.

In January 2021, the storm Filomena paralysed Spain. One of the most affected cities was Madrid, which suffered a general collapse for several days. Metro de Madrid (underground railway company and one of the most popular public services in the city) continued to provide service to its users. Silvia Roldan (CEO of Metro de Madrid) wrote a daily post on LinkedIn to explain to users what problems they were facing, how they were being solved and how the service was ensured. Metro de Madrid is an underground railway company that was inaugurated in 1919. It extends over 294 kilometres distributed in 302 stations. It employs 7,000 persons. Other data of Metro de Madrid are: 2,400 cars, 8,758 security cameras, 1,263 vending machines, 2,424 tele-indicators, 1,703 escalators, 541 lifts and 5,386 intercoms. "LinkedIn is a social network that has a great attraction, you are addressing a professional audience, which judges you on the basis of the work you do", says the CEO of Metro de Madrid in an interview conducted to illustrate this research. This research is based on two hypotheses: 1) In a crisis context, direct communication between a company's executive and stakeholders reduces uncertainty and helps to restore institutional equilibrium; and 2) It is possible to find a paradigmatic model in this type of communication with specific stakeholders. This research carried out a quantitative and qualitative analysis using a content analysis of Roldan’s posts on LinkedIn during this crisis and an interview with the CEO of Metro de Madrid. This case gives us some lessons in communication as main results. LinkedIn is an optimal platform for crisis communication, especially if we want to transmit moderately long messages, with nuances, aimed at a professional audience willing to listen and dialogue. Roldan’s colloquial and friendly tone used in her posts are justified in this case (Filomena crisis). She is CEO of the company, direct witness of the facts and responsible for the solutions that are implemented. She uses the first-person narrative, which produces closeness and is a good remedy against uncertainty. It complements institutional messages, transmitted through institutional media and channels, which use a more aseptic and formal tone. The use of photographs in the published posts establishes an emotional links between the author of the post and readers. Readers feel like a direct witness of the facts, especially when the photograph is a subjective close-up. LinkedIn, despite not being Metro de Madrid's main communication channel, is a useful and valuable platform for communicating in emergency situations, even in a more personal and less institutional way than other platforms. Perhaps its greatest virtue is to target a professional and specialised audience, which can be proactive in the resolution of an emergency. The use of LinkedIn in emergency situations is still under-researched compared to other social platforms such as Twitter, Facebook, WhatsApp or Instagram. This article is part of the competitive research project: “Crisis and emergency communication in Social Media. Study of its use in Spain and design of information protocols for institutions and media (COMCRISIS - PID2019-109064GB-I00)” granted and funded by the Ministry of Science and Innovation of the Spanish Government.

Public Relations have been classified into 6 stages from its emergence in Cuba (1956) to date (2021); However, it was not until the third phase (1990-1998) that the discipline began to awaken, coinciding with the germination of the specialty in the political, economic and social scene in which the country found itself in those years. The 90s also set the tone in the development of Tourism in Cuba, from then on several tourist institutions were created or expanded such as travel agencies, hotel and extra-hotel entities, including the Ministry of Tourism - hereinafter MINTUTR- ; Likewise, various avenues of relations were established, which made it possible to demonstrate the role that Public Relations played on the island. This binomial became increasingly important, also achieving a bidirectional sense, to the point that the exponential growth of Tourism is attributed - to a certain extent - to Public Relations. A small diagnosis carried out during the investigative process, showed that there are a set of weaknesses in relation to the current attention of Public Relations in the territory, which need to be combated and take a series of measures for their improvement, much more so, if they are takes into account that the current situation in Cuba was exacerbated by the entire epidemiological scenario caused by the COVID-19 pandemic, which results in further distancing from the competition. This tool has been of vital importance, since it is present in the customer experience cycle in the 4 key moments: attraction, attention, loyalty and feedback; and where the figure of the public relations officer is empowered from graduates in the communication area, to those who are in some way in direct contact with the client, since although they do not know the theory, it does add great value to their satisfaction, reaching even turning a product / service that did not deliver on its promise into a positive one. The aforementioned diagnosis is carried out mainly from: bibliographic review, interview with specialists from different tourism companies, business owners and the assessment of experts through a test on the purification or relevance of the problems obtained. From this, two great results are reached where a series of essential opportunities are displayed for the improvement of Public Relations from the tourist perspective. The first summarizes the concept of strong binomial that exists between Tourism and Public Relations, in such a way that, if the found weaknesses were solved, it would be possible to enhance the confidence of the tourism sector and therefore of Public Relations. This section is supported by 4 elements that are pointed out in order to achieve the success of this first task. These fundamentals are: structure, the education of the new public relations officer, interrelationships and competition. The second focuses on the change in behavior that has caused the impact of the pandemic, which puts in value not only the role of Public Relations, but also shows that they are facing a new challenge. In summary, the research makes it clear that, if the aforementioned actions are carried out, success will be achieved in the development of Public Relations in Tourism in Cuba.

Scientific production in Latin America and the Caribbean has experienced great growth in recent years (Álvarez-Muñoz y Pérez-Montoro, 2016; Santa y Herrero, 2010), due in part to the increase in public investment in science in these countries and the indexing of their journals in global (Scopus or Wos) and regional (Latindex or Redalyc) databases of bibliographic references. However, in the area of communication, the publication of academic articles is still embryonic. There are several academic studies (Flores-García y Becerril-García, 2020; López- Ornelas et al., 2017; Rogel-Salazar et al., 2017) that highlight the scarce of disclosure of scientific knowledge in this region, remarking the limited presence of communication journals published in Latin America and indexed in databases. In the specific area of public relations, the conceptualization and recognition of this discipline in the academic and professional field has been increasing since the mid-twentieth century. However, despite the progress experienced, the small number of existing studies on the subject in these journals, justify this investigation line. In this sense, this research, within the framework of bibliometric studies, proposes to determine the position occupied by public relations in the academic production about communication of the main journals of the Latin American Caribbean in the last ten years (2010-2020); as well as analyzing the main characteristics of these publications by examining the areas of knowledge of the published texts, the institutions from which they come or its authorship, among other aspects such as the object of study and the methodological procedure used in the research. The scientific journals that make up the sample (Comunicación y Sociedad, from Mexico, Palabra Clave and Signo y Pensamiento, both from Colombia) have been selected on the basis of representativeness criteria such as the impact index in the Scopus bibliographic database and the geographical scope of the Latin American Caribbean. The results indicate that the discipline of public relations is marginal in the overall scientific production in the area of communication in the Latin American Caribbean. Most of the texts published by the journals with the highest impact index in the region focus on fields related to communication, but are far removed from the specific area of public relations. However, it is noticeable that in recent years greater attention has been paid to this discipline, with an increase in scientific production in the period between 2016 and 2020. The findings obtained also allow us to establish a profile of the scientific production on public relations disseminated in the decade from 2010 to 2020 by the leading journals in the Latin American Caribbean. A collective authorship, balanced in terms of the sex of the signatories, mainly from universities in Latin America and Spain, and the use of empirical approaches from a qualitative perspective, define the type of academic production analysed. Despite the limitations that this research presents when it comes to extrapolating the results to the whole of the scientific production on public relations in territories other than the Latin American Caribbean, it is outlined as an exploratory study and a first approach to the still incipient research on the discipline of public relations in Caribbean academic journals.