Public relations strategies in social media: analysis of campaigns for social change in the education sector in Spain and Portugal
The present paper discusses the use of social media when campaigning for social change in the education sector. The main focus is the analysis of the public relation strategies in use: the disclosure of real testimonials and the development of storytelling, as contents that enhance affinity and enga...
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| 發表在: | URI:https://journals.openedition.org/cs, |
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| Auteurs principaux: | , , |
| 格式: | Article ou chapitre numérique |
| 語言: | Anglais |
| 出版: |
Comunicação e sociedade
2021
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| 主題: | |
| 在線閱讀: | Accès Université d'Orléans et IFPM |
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openedition-oai:revues.org:cs_3540 |
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| record_format |
openedition |
| collection |
OpenEdition Journal |
| language |
Anglais |
| format |
Article ou chapitre numérique |
| building |
0/Bibliothèque numérique/ 1/Bibliothèque numérique/OpenEdition Journals/ |
| topic |
social media public relations nonprofit organizations education campaigns social development change redes sociais relações públicas organizações sem fins lucrativos campanhas de educação desenvolvimento social mudança |
| spellingShingle |
social media public relations nonprofit organizations education campaigns social development change redes sociais relações públicas organizações sem fins lucrativos campanhas de educação desenvolvimento social mudança Smolak Lozano, Emilia Balonas, Sara Ruão, Teresa Public relations strategies in social media: analysis of campaigns for social change in the education sector in Spain and Portugal |
| description |
The present paper discusses the use of social media when campaigning for social change in the education sector. The main focus is the analysis of the public relation strategies in use: the disclosure of real testimonials and the development of storytelling, as contents that enhance affinity and engagement towards social change. For the purpose of the analysis, two case studies were developed that discuss the campaigns of two non-governmental organizations in the educational sector, via social media: #LeonorDejaLaEscuela by Fundación Secretariado Gitano in Spain, from 2015, and #Amigo-Bagos-Douro by Bagos d’Ouro in Portugal, from 2017. The first one was implemented mainly on Twitter – one of the most well-known social network in use today –, while the other one used WhatsApp – the most popular mobile messenger –, as means of campaigning for broader access to education. The study aimed to answer the following research question: what is the role of social media in nonprofit organizations public relations strategies? This equation expressed two scientific objectives: (1st) to deepen the knowledge on the ability of social media to produce communicative interaction; and (2nd) to (re)frame public relations within communication for development strategies. The analysis demonstrates that social media have greatly contributed to change the way public relations strategies within the third sector are conducted. In fact, social media may play a key role in nonprofit communication: by lobbying for social causes, creating alliances, raising money, mobilizing volunteers, engaging traditional media and community relations, or by advocating for policy reform. |
| author |
Smolak Lozano, Emilia Balonas, Sara Ruão, Teresa |
| author_facet |
Smolak Lozano, Emilia Balonas, Sara Ruão, Teresa |
| author_sort |
Smolak Lozano, Emilia |
| title |
Public relations strategies in social media: analysis of campaigns for social change in the education sector in Spain and Portugal |
| title_short |
Public relations strategies in social media: analysis of campaigns for social change in the education sector in Spain and Portugal |
| title_full |
Public relations strategies in social media: analysis of campaigns for social change in the education sector in Spain and Portugal |
| title_fullStr |
Public relations strategies in social media: analysis of campaigns for social change in the education sector in Spain and Portugal |
| title_full_unstemmed |
Public relations strategies in social media: analysis of campaigns for social change in the education sector in Spain and Portugal |
| title_sort |
public relations strategies in social media: analysis of campaigns for social change in the education sector in spain and portugal |
| publisher |
Comunicação e sociedade |
| publishDate |
2021 |
| container_title |
URI:https://journals.openedition.org/cs |
| url |
https://ezproxy.univ-orleans.fr/login?url=https://journals.openedition.org/cs/3540 |
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1877293728959299584 |
| spelling |
openedition-oai:revues.org:cs_3540 en https://journals.openedition.org/cs/3540 2021-02-05T01:00:00Z info:eu-repo/semantics/openAccess article info:eu-repo/semantics/article urn:handle:20.500.13089/eyo8 https://creativecommons.org/licenses/by-nc/4.0/ Public relations strategies in social media: analysis of campaigns for social change in the education sector in Spain and Portugal Comunicação e sociedade Centro de estudos de comunicação e sociedade info:eu-repo/semantics/reference/issn/2183-3575 info:eu-repo/semantics/reference/issn/1645-2089 URI:https://journals.openedition.org/cs Smolak Lozano, Emilia Balonas, Sara Ruão, Teresa social media public relations nonprofit organizations education campaigns social development change redes sociais relações públicas organizações sem fins lucrativos campanhas de educação desenvolvimento social mudança The present paper discusses the use of social media when campaigning for social change in the education sector. The main focus is the analysis of the public relation strategies in use: the disclosure of real testimonials and the development of storytelling, as contents that enhance affinity and engagement towards social change. For the purpose of the analysis, two case studies were developed that discuss the campaigns of two non-governmental organizations in the educational sector, via social media: #LeonorDejaLaEscuela by Fundación Secretariado Gitano in Spain, from 2015, and #Amigo-Bagos-Douro by Bagos d’Ouro in Portugal, from 2017. The first one was implemented mainly on Twitter – one of the most well-known social network in use today –, while the other one used WhatsApp – the most popular mobile messenger –, as means of campaigning for broader access to education. The study aimed to answer the following research question: what is the role of social media in nonprofit organizations public relations strategies? This equation expressed two scientific objectives: (1st) to deepen the knowledge on the ability of social media to produce communicative interaction; and (2nd) to (re)frame public relations within communication for development strategies. The analysis demonstrates that social media have greatly contributed to change the way public relations strategies within the third sector are conducted. In fact, social media may play a key role in nonprofit communication: by lobbying for social causes, creating alliances, raising money, mobilizing volunteers, engaging traditional media and community relations, or by advocating for policy reform. O presente artigo discute o uso dos média sociais nas campanhas que visam promover a mudança social no setor da educação. O principal foco de análise é as estratégias de relações públicas utilizadas: a partilha de depoimentos reais e o desenvolvimento do storytelling, como conteúdos que aumentam a afinidade e o envolvimento com vista à mudança social. Para este trabalho foram desenvolvidos dois estudos de caso que debatem as campanhas de duas organizações não-governamentais do setor da educação, realizadas através de média sociais: #LeonorDejaLaEscuela da Fundación Secretariado Gitano, em Espanha, em 2015, e #Amigo-Bagos-Douro da Bagos d’Ouro, em Portugal, em 2017. A primeira foi implementada, principalmente, no Twitter – uma das redes sociais mais conhecidas e usadas atualmente –, enquanto a segunda utilizou o WhatsApp – o sistema de mensagens móveis mais popular nos dias de hoje –, como meios de campanha para promover um acesso mais amplo à educação. Este estudo tem como objetivo responder à seguinte questão de partida: qual é o papel dos média sociais nas estratégias de relações públicas das organizações sem fins lucrativos? Trata-se de uma questão que exprime dois objetivos de pesquisa: (1.º) aprofundar o conhecimento sobre a capacidade das redes sociais produzirem interação comunicativa; e (2.º) (re)enquadrar as relações públicas nas estratégias da comunicação para o desenvolvimento. A análise demonstra como as redes sociais têm contribuído significativamente para alterar o modo como as estratégias de relações públicas são usadas no terceiro setor. Na verdade, os média sociais podem desempenhar um papel fundamental na comunicação sem fins lucrativos, nomeadamente cumprindo alguns propósitos: fazendo lobbying por causas sociais, criando alianças, angariando financiamento, mobilizando voluntários, envolvendo os média tradicionais e a comunidade, ou advogando pela reforma de políticas. |