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...
| Autores: | ; |
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| Tipo de documento: | Artículo |
| Estado: | Published version |
| Fecha de publicación: | 2017 |
| País: | Ecuador |
| Institución: | Revista CHASQUI |
| Repositorio: | Revista CHASQUI |
| Lenguaje: | Español |
| OAI Identifier: | oai:ojs.www.ciespal.org:article/2841 |
| Acceso en línea: | https://revistachasqui.org/index.php/chasqui/article/view/2841 |
| Nivel de acceso: | Acceso abierto |
| Palabra clave: | strategy fundraising communications stakeholders culture estrategia captación de fondos comunicación grupos de interés cultura estratégia captação de recursos comunicação grupos de interesse |
| Sumario: | 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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