EL ESTADO DEL ARTE EN LAS RELACIONES PÚBLICAS

Abstract

This work, which represents the beginning of the state of the art has been devoted to reviewing various aspects of the sciences of Public Relations, the functions performed within a given area, the different definitions that have generated several specialists, importance, techniques, strategies and media usually used for the implementation of these strategies. Intending to dig a little deeper in the evolution of the media used in public relations, due to technological advances we have today present; the study by Acebes and Montanera, representatives of the Interactive Advertising Bereau (IAB), which determine the impact of social media on public relations was examined. A qualitative analysis was used to fulfill the central purpose of the research is to determine how they have evolved different perceptions of public relations, the objective and the different models that have been used for each of the specialists, starting from Ivy Ledbetter Lee cataloged as the father of public relations and ending with the conceptualizations of Antonio Di Genova.