Changes in the Communication strategy of Barcelona’s digital economy in response to the COVID-19 crisis

This 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...

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Detalles Bibliográficos
Autor: Coll-Rubio, Patricia
Tipo de recurso: artículo
Estado:Versión publicada
Fecha de publicación:2020
País:España
Institución:Universitat Ramon Llull (URL)
Repositorio:DAU Arxiu Digital de la Universitat Ramon Llull
OAI Identifier:oai:dau.url.edu:20.500.14342/446
Acceso en línea:http://hdl.handle.net/20.500.14342/446
Access Level:acceso abierto
Palabra clave:Mitjans de comunicació social
Relacions públiques
Màrqueting
Comunicació
65
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spelling Changes in the Communication strategy of Barcelona’s digital economy in response to the COVID-19 crisisColl-Rubio, PatriciaMitjans de comunicació socialRelacions públiquesMàrquetingComunicació65This 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.Universitat Ramon Llull. Facultat de Comunicació i Relacions Internacionals BlanquernaUniversitat Ramon Llull. Facultat de Comunicació i Relacions Internacionals Blanquerna202120232021202320202020info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersion15 p.application/pdfhttp://hdl.handle.net/20.500.14342/446RECERCAT (Dipòsit de la Recerca de Catalunya)reponame:DAU Arxiu Digital de la Universitat Ramon Llullinstname:Universitat Ramon Llull (URL)InglésTrípodos, vol. 1, núm. 47, 2020Attribution-NonCommercial-ShareAlike 4.0 International© Facultat de Comunicació i Relacions Internacionals Blanquerna – URLhttp://creativecommons.org/licenses/by-nc-sa/4.0/info:eu-repo/semantics/openAccessoai:dau.url.edu:20.500.14342/4462026-06-21T06:40:37Z
dc.title.none.fl_str_mv Changes in the Communication strategy of Barcelona’s digital economy in response to the COVID-19 crisis
title Changes in the Communication strategy of Barcelona’s digital economy in response to the COVID-19 crisis
spellingShingle Changes in the Communication strategy of Barcelona’s digital economy in response to the COVID-19 crisis
Coll-Rubio, Patricia
Mitjans de comunicació social
Relacions públiques
Màrqueting
Comunicació
65
title_short Changes in the Communication strategy of Barcelona’s digital economy in response to the COVID-19 crisis
title_full Changes in the Communication strategy of Barcelona’s digital economy in response to the COVID-19 crisis
title_fullStr Changes in the Communication strategy of Barcelona’s digital economy in response to the COVID-19 crisis
title_full_unstemmed Changes in the Communication strategy of Barcelona’s digital economy in response to the COVID-19 crisis
title_sort Changes in the Communication strategy of Barcelona’s digital economy in response to the COVID-19 crisis
dc.creator.none.fl_str_mv Coll-Rubio, Patricia
author Coll-Rubio, Patricia
author_facet Coll-Rubio, Patricia
author_role author
dc.contributor.none.fl_str_mv Universitat Ramon Llull. Facultat de Comunicació i Relacions Internacionals Blanquerna
dc.subject.none.fl_str_mv Mitjans de comunicació social
Relacions públiques
Màrqueting
Comunicació
65
topic Mitjans de comunicació social
Relacions públiques
Màrqueting
Comunicació
65
description This 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.
publishDate 2020
dc.date.none.fl_str_mv 2020
2020
2021
2021
2023
2023
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv http://hdl.handle.net/20.500.14342/446
url http://hdl.handle.net/20.500.14342/446
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv Trípodos, vol. 1, núm. 47, 2020
dc.rights.none.fl_str_mv Attribution-NonCommercial-ShareAlike 4.0 International
© Facultat de Comunicació i Relacions Internacionals Blanquerna – URL
http://creativecommons.org/licenses/by-nc-sa/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Attribution-NonCommercial-ShareAlike 4.0 International
© Facultat de Comunicació i Relacions Internacionals Blanquerna – URL
http://creativecommons.org/licenses/by-nc-sa/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv 15 p.
application/pdf
dc.publisher.none.fl_str_mv Universitat Ramon Llull. Facultat de Comunicació i Relacions Internacionals Blanquerna
publisher.none.fl_str_mv Universitat Ramon Llull. Facultat de Comunicació i Relacions Internacionals Blanquerna
dc.source.none.fl_str_mv RECERCAT (Dipòsit de la Recerca de Catalunya)
reponame:DAU Arxiu Digital de la Universitat Ramon Llull
instname:Universitat Ramon Llull (URL)
instname_str Universitat Ramon Llull (URL)
reponame_str DAU Arxiu Digital de la Universitat Ramon Llull
collection DAU Arxiu Digital de la Universitat Ramon Llull
repository.name.fl_str_mv
repository.mail.fl_str_mv
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