http://www.revistalatinacs.org/10/art2/905_Complutense/27_AlcocebaEN.html
DOI: 10.4185/RLCS-65-2010-905-354-367-EN

<title>RLCS, Revista Latina de Comunicación Social</title>
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<meta name="DC.title" content="Analysis of Institutional Press Releases and its Visibility in the Press”/>
<meta name="DC.creator.personalName" content="Dr. José Antonio Alcoceba-Hernando"/>
<meta name="DC.creator.address" content="alcoceba@ccinf.ucm.es"/>
<meta name="DC.contributor.editor" content="Dr. José Manuel de-Pablos-Coello"/>
<meta name="DC.contributor.address" content="jpablos@ull.es"/>
<meta name="DC.Date.availableated"lang="es" scheme="iso8601" content="2010"/>
<meta name="resource-type" content="scientific paper"/>
<meta name="distribution" content="Global"/>
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<meta name="rating" content="General"/>
<meta name="digital objet identifier, DOI" content="DOI: 10.4185/RLCS-65-2010-905-354-367-EN"/>
<meta name="DC.Description" lang="en" content=“Revista Latina de Comunicación Social, RLCS, is a scientific journal edited at the University of La Laguna, ULL (Tenerife, Canary Islands) in the Laboratory of Information Technologies and New Analysis of Communication, LATINA according to its initials in Spanish, founded in 1987 by Dr. José Manuel de-Pablos-Coello, under the protection of special doctorate programmes for Latin American professors. The journal publishes under the main summary almost exclusively research papers written following the formula IMR&DC+B: introduction, methodology, results and discussion plus conclusion, with a updated bibliography: at least 70% of the bibliographic entries must be from the past 10 years and half of them from scientific journals in Spanish and English languages. Reviewers make a double blind peer examination. This is a collective and inter-university project, including many professors and researchers from almost all Spanish and Portuguese speaking countries. The journal is the following databases: EBSCO (USA), DOAJ (Lund University, Sweden), Redalyc (Mexico), Dialnet (Spain); and is indexed by the CINDOC-CSIC in DICE, ISOC, RESH, Office of Latin American Education, OEI according to its initials in Spanish; Dulcinea, etc. In Spain the journal is a reference in the Directory of Index of Spanish Periodicals of Social and Communication Sciences, IN-RECS, of the University of Granada, UGR. RLCS occupies the first position in the cumulative index for the periods 2003-2007; 2004-2008 and the year 2008.”/>
<meta name="DC.Description.tableOfContents" lang="en"/>
<meta name="DC.contributor.referee I" contentOne of the goals of any organization is to be part of the media’s agenda orto positively influence the publication of information thatcan help the organization to be visible in society in a positive way. The article addresses the press releases issued by institutions and their visibility in the media. The content of the article is based on work produced by important authors in the field and the methodology is useful for this type of research. Based on the content analysis of press releases and their relationship with the news published in the media, the author presents conclusions that help to better understand how to prepare more efficient press releases. The case study of the Youth Institute (Injuve) allows studying the selection, treatment and visibility of institutional information in the media. The conclusions establish some of the issues affecting the relationship between the making of the press release and its possible publication. Although the article does not consider a relevant variable of the Public Relations studied, such as the personal relationship between the editor of the press release and the medium, it does facilitates a contextualization of the intrinsic aspects of the press release.-- Rosa Berganza, Ph.D. - Universidad Rey Juan Carlos, Madrid."/>
<meta name="DC.Description.tableOfContents" lang="en"/>
<meta name="DC.contributor.referee II" content="The article deals with an important and interesting topic: the impact of the action of press departments on the media information. In this specific case, the analysis is confined to the study of the institutional communication activity developed by Spain’s Youth Institute (Injuve) between 2005 and 2007. Both the objectives and methodology, based oncontent analysis, are appropriate and their definition is clear and precise. On the one hand, the research helps defining the typologies and the themes of the press releases issued by the Injuve and, on the second hand, characterising the impact of these in the informative discourse of the press. In this sense, the article allows knowing the basis and characteristics of the communicative activity performed by a public institution and assessing its results in the press. Regarding this last point, the study makes interesting contributions such as establishing the greater impact of the press releases on digital media versus the printed press, and the little effect of the full reproduction of the press releaseswhose length is mostly reduced in the journalistic production processesprior to its publication. All in all, the themes addressed, the methodology used, and the results achieved justify its publication.-- Andreu Casero, Ph.D. - Full Professor at the Department of Communication Sciences. Universitat Jaume I de Castellón."/>
<meta name="DC.Description.tableOfContents" lang="en"/>
<meta name="DC.description.abstract" content="Abstract: The relationship between institutional communication and mediated communication contributes to shape social representations on public issues. In the research that is presented next, these relations are analyzed taking into account the external communication of a public institution, which has been studied through the Instituto de la Juventud press releases during three years, and its repercussion in the press during this period of time. The results obtained in this research allowed to draw conclusions on the forms of communication production of the aforementioned institution and the news treatment of information by the press and the digital media. The study of both the press releases and the news was approached from qualitative media content analysis and it focused, especially, in referential issues like the information treatment, the thematic analysis, and youth representations in the case of the releases; and in the visibility of the press releases in the elaboration of news."/>
<meta name="DC.Description.tableOfContents" lang="en"/>
<meta name="DC.keywords" content=" Keywords: Institutional communication; mediated communication; press analysis; representations of youth."/>
<meta name="DC.identifier" LANG="en" SCHEME="URI"/>
<meta name="DC.publisher.corporateName" content="Universidad de La Laguna (Tenerife, Islas Canarias). LAboratorio de Tecnologías de la Información y Nuevos Análisis de Comunicación, LATINA"/>
<meta name="DC.date.issued" content="2010"/>
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<meta name="DC.identifier content="http://www.revistalatinacs.org/10/art2/905_Complutense/27_AlcocebaEN.html"/>
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<meta name="DC.identifier" content="http://www.revistalatinacs.org/10/art2/905_Complutense/RLCS_art905EN.pdf"/>
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<meta name="DC.language" content="en"/>
<meta name="DC.relation.isPartOf" content="1138-5820" scheme="ISSN"/>
<meta name="DC.rights"content="Universidad de La Laguna (Tenerife, Islas Canarias). LAboratorio de Tecnologías de la Información y Nuevos Análisis de Comunicación, LATINA"/>
<meta name="DC.TERMS.bibliographicCitation" content=Alcoceba-Hernando, J.A. (2010): "Analysis of Institutional Press Releases and its Visibility in the Press", at Revista Latina de Comunicación Social, 65, pages 354 to 367. La Laguna (Tenerife, Canary Islands): La Laguna University, retrieved on ___th of ____ of 2_______, from
http://www.revistalatinacs.org/10/art2/905_Compluternse/27_AlcocebaEN.html
DOI: 10.4185/RLCS-65-2010-905-354-367-EN"/>