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dc.contributorUniversitat Ramon Llull. Facultat de Comunicació i Relacions Internacionals Blanquerna
dc.contributor.authorColl, Patricia
dc.date.accessioned2021-01-19T14:01:51Z
dc.date.accessioned2023-07-12T10:32:30Z
dc.date.available2021-01-19T14:01:51Z
dc.date.available2023-07-12T10:32:30Z
dc.date.created2020
dc.date.issued2020
dc.identifier.urihttp://hdl.handle.net/20.500.14342/446
dc.description.abstractThis article presents the results of a study carried out using data provided by professionals responsible for plan-ning and executing communication strategies for 30 leading companies involved in the digital economy of Barcelona, site of the Mobile World Congress technological trade show, which was cancelled in 2020 due to the COVID-19 health crisis.The results of the study, carried out electronically from 1–15 April 2020, show that 77% of the technology com-panies that participated in the study changed their strategic communica-tion planning during the first month of the state of alarm declared by the Spanish government on 14 March 2020. In 73% of cases, the strategy was proactive, although with a new orientation. The resulting mix of ac-tions included preparing and dissem-inating digital content, sending press releases, organising digital events, generating internal communication and, to a lesser extent, advertising, following a strategy that combined 60% of owned media, 27% of earned media, and 13% of paid media. Dur-ing the first month of the state of alarm in response to COVID-19, social media was the main communication channel for the digital companies that participated in the study, compared to print media, television, and radio. 30% of these communication actions used newsjacking techniques, tying their messages to the current situation of the pandemic.eng
dc.format.extent15 p.cat
dc.language.isoengcat
dc.publisherUniversitat Ramon Llull. Facultat de Comunicació i Relacions Internacionals Blanquernacat
dc.relation.ispartofTrípodos, vol. 1, núm. 47, 2020cat
dc.rightsAttribution-NonCommercial-ShareAlike 4.0 International
dc.rights© Facultat de Comunicació i Relacions Internacionals Blanquerna – URL
dc.rights.urihttp://creativecommons.org/licenses/by-nc-sa/4.0/
dc.sourceRECERCAT (Dipòsit de la Recerca de Catalunya)
dc.subject.otherMitjans de comunicació socialcat
dc.subject.otherRelacions públiquescat
dc.subject.otherMàrquetingcat
dc.subject.otherComunicaciócat
dc.titleChanges in the Communication strategy of Barcelona’s digital economy in response to the COVID-19 crisiscat
dc.typeinfo:eu-repo/semantics/articlecat
dc.typeinfo:eu-repo/semantics/publishedVersioncat
dc.rights.accessLevelinfo:eu-repo/semantics/openAccess
dc.embargo.termscapcat
dc.subject.udc65


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Attribution-NonCommercial-ShareAlike 4.0 International
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