Estrategia para la gestión integrada de las relaciones públicas en el Hotel Horizontes La Granjita
Fecha
2013-06-24
Autores
Chinea Cardenas, Beatriz
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
En la actualidad las relaciones públicas deben constituir un proceso estratégico de
comunicación que construya relaciones mutuamente beneficiosas entre las organizaciones y sus públicos. Estas deben estar en función consistente en investigar, comunicar y colaborar con los públicos para construir relaciones mutuamente beneficiosas. Sin embargo, en la actualidad, en el Hotel Horizontes La
Granjita se observan un conjunto de elementos relacionados con la falta de integración en los componentes de las relaciones públicas, no existen planes ni programas de relaciones públicas ajustados a la estrategia de comunicación general de la empresa ni del destino Villa Clara, no están segmentados los públicos (internos y externos) y no se investiga en función de determinar las principales necesidades de estos. Las relaciones públicas se realizan a un nivel eminentemente operativo y básicamente no se gestionan a través de un proceso estratégico, donde se integren en este proceso de gestión de la comunicación todos los elementos que la componen como un proceso integrado donde
el rol del relacionista público juega un papel importante. La aplicación del procedimiento de Gestión Integrada de las Relaciones públicas en hoteles, diseñado por Prieto (2012) permitirá proyectar de una manera mucho más eficiente, coherente y planificada las Relaciones públicas en este hotel.
Actuality Public Relations should constitute a strategic process of communication that builds beneficial relationships between the organizations and their publics. These should be in consistent function in investigating, to communicate and to collaborate with the publics to build beneficial relationships. However, in the Hotel Horizons La Granjita is observed a group of elements related with the lack of integration in the components of Public Relations, don't exist plans or program of Public Relations adjusted to the strategy general of communication of the company neither of the destination Villa Clara, the publics are not segmented (internal and external) and it is not investigated in function of determining the main necessities of these. The Public Relations are carried out at an eminently operative level and basically they are not negotiated through a strategic process, where they are integrated in this process of administration of the communication all the elements that compose it as an integrated process where the list of the professional of Public Relations plays an important paper. The application of the procedure of Integrated Administration of the Public Relations in hotels, designed for Prieto (2012) it will allow to project in a much more efficient, coherent and planned way the Public Relations in this hotel.
Actuality Public Relations should constitute a strategic process of communication that builds beneficial relationships between the organizations and their publics. These should be in consistent function in investigating, to communicate and to collaborate with the publics to build beneficial relationships. However, in the Hotel Horizons La Granjita is observed a group of elements related with the lack of integration in the components of Public Relations, don't exist plans or program of Public Relations adjusted to the strategy general of communication of the company neither of the destination Villa Clara, the publics are not segmented (internal and external) and it is not investigated in function of determining the main necessities of these. The Public Relations are carried out at an eminently operative level and basically they are not negotiated through a strategic process, where they are integrated in this process of administration of the communication all the elements that compose it as an integrated process where the list of the professional of Public Relations plays an important paper. The application of the procedure of Integrated Administration of the Public Relations in hotels, designed for Prieto (2012) it will allow to project in a much more efficient, coherent and planned way the Public Relations in this hotel.
Descripción
Palabras clave
Comunicación Institucional, Empresa Turística, Hotel “Villa La Granjita”