Vol. 6 No. 2 (2023): Management of institutional communication, public relations, ceremonial and protocol
To speak of organisational and institutional communication management is to speak of public relations. And the concept of public relations refers to the management process that, strategically planned, defines the identity of organisations, identifies their map of audiences and manages "the relations between them (...) to achieve the agreed effects and ends" (Otero and Pulido, 2018) through the subsidiary use of eminently communicative strategies and techniques. From this perspective, the relational perspective of public relations focuses on the management of relationships as the central core of relationship theory (Ledingham, 2001, 2003 and 2015).
In this sense, the organisation of events can be considered one of the most effective tools that allows companies, non-profit organisations and official institutions to manage their relations (and their identities) with their publics of interest in a direct and effective way. This relational perspective on the organisation of events makes it possible to visualise this tool either as a technique (Xifra, 2007) or as a public relations strategy, depending on its function within the strategic planning process. This is where the intersection between public relations and ceremonial and protocol occurs, since the organisation of events requires the application of a series of rules that regulate them, as established precisely by the concept of ceremonial. When these rules govern events linked to the public and official sphere, we speak of protocol.
In this context, IROCAMM presents a special monograph with specific research on the importance of the professional management of communication in organisations and institutions, public relations, the organisation of events, ceremonial and protocol, as well as those contributions that delve into their epistemology, academic status, bibliographical analysis or their scientific study through the analysis of methodologies and research techniques from the perspective of the social sciences. Specifically, on:
