Mejora de la visibilidad mediática de los centros comerciales
DOI:
https://doi.org/10.31637/epsir-2024-390Palabras clave:
comunicación de riesgos, relaciones públicas, medios de comunicación, centros comerciales, comunicación instructiva, formato, contenido, organizaciónResumen
Introducción: En tiempos de crisis como una guerra, una pandemia o un peligro meteorológico, las empresas se enfrentan a un doble reto: comunicarse con el consumidor tanto desde el punto de vista comercial como comunicándole las instrucciones a seguir derivadas de la situación de riesgo. Esta investigación ofrece una visión conceptual y de gestión de los componentes que generan impacto mediático en tiempos de crisis sanitaria. Metodología: En primer lugar, se identifican diecisiete 17 componentes agrupados en tres dimensiones: contenido, formato y organización. Se estudia la estrategia de comunicación de cuatro centros comerciales durante la semana de reapertura de los centros comerciales tras el cierre por pandemia COVID-19 de marzo-mayo de 2020 en Madrid, España. En segundo lugar, se analizan 164 noticias con un panel de expertos y un análisis de componentes principales, para determinar los componentes de la comunicación que presentan mayor impacto en los medios. Resultados: La visibilidad mediática de los centros comerciales en tiempos de crisis, aumenta al utilizar contenidos intuitivos que generan aprendizaje y seguridad, en un formato que detalla claramente instrucciones. Conclusiones: Trabajar previamente en ser conocido como empresa y generando credibilidad, es imprescindible para conseguir espacio en medios durante periodos de crisis.
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