Fundraising, communications and public relations. Cultural development of a city brand: Málaga
Strategic management of communication and public relations with stakeholders, are tools of great utility for fundraising, in order to get a sustainable development of socio-cultural projects. We analyze its impact on the Málaga city brand, through an exploratory study with the most representative in...
| Authors: | , |
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| Format: | article |
| Status: | Published version |
| Publication Date: | 2017 |
| Country: | Ecuador |
| Institution: | Revista CHASQUI |
| Repository: | Revista CHASQUI |
| Language: | Spanish |
| OAI Identifier: | oai:ojs.www.ciespal.org:article/2841 |
| Online Access: | https://revistachasqui.org/index.php/chasqui/article/view/2841 |
| Access Level: | Open access |
| Keyword: | strategy; fundraising; communications, stakeholders; culture Comunicación, relaciones públicas y fundraising. estrategia; captación de fondos; comunicación; grupos de interés; cultura estratégia; captação de recursos; comunicação; grupos de interesse; cultura |
| Summary: | Strategic management of communication and public relations with stakeholders, are tools of great utility for fundraising, in order to get a sustainable development of socio-cultural projects. We analyze its impact on the Málaga city brand, through an exploratory study with the most representative institutions´ key reporters: heads of the Council, Film Festival, Centre of contemporary art, Russian Museum, the Automobile Museum, Pompidou Center, Picasso Museum and Museo Carmen Thyssen. With the results, we establish a conceptual map that correlates the communication skills with the perception of the city brand, the level of confidence of stakeholders and its use to attract investors. |
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