Estrategia de gestión de las relaciones públicas en el Hotel Memories Paraíso Azul
Fecha
2014-06-24
Autores
Piñero Medina, Mirtha Elisa
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
Las RelacionesPúblicas son una disciplina profesional integrante de la comunicación promocional cuya esencia radica en obtener la simpatía, comprensión o solidaridad de los públicosafectadosoqueafectanala actividaddeuna organización. Para ello deben agenciar información, ideas, criterios, estados deopinióndeesospúblicosconelánimo de que la comunicación quese establezca constituya un verdaderodiálogo,capazdeproducir una integración auténtica entre la empresa o institución ysu entorno social. En el sector turístico por las características de sus productos y servicios, la competitividad del mercado y la diversidad de clientes; las empresas deben ser capaces de comunicarse eficazmente con sus públicos y con su entorno.Aún cuando esta realidad se hace impostergable en la actualidad, persisten en el sector turístico cubano brechas comunicativas y conceptuales que impiden a las Relaciones Públicas desplegar todas sus funciones y alcanzar un verdadero protagonismo; tal es el caso del Hotel Memories Paraíso Azul. Teniendo en cuenta lo anterior esta investigación tiene como objetivo el diseño de una estrategia de RR.PP para dicha instalación a partir de la aplicación del procedimiento para la Gestión integrada de las Relaciones Públicas en hoteles, diseñado por Prieto (2012), lo cual contribuirá a la solución de los problemas existentes en el área y al logro de una comunicación coherente, planificada y sistemática con los diferentes públicos de la organización, tributando a un perfeccionamiento en la gestión de la disciplina en el hotel.
Public Relations is a professional discipline within the promotional communication whose essence consists of obtaining sympathy, understanding and solidarity of the public that affect the activity of an organization. If the organization wants to get that purpose it should obtain information, ideas, approaches, states of those publics' opinion with the spirit that the communication constitutes a true dialogue, able to produce an authentic integration between the company or institution and its social environment. In the tourist sector for the characteristics of their products and services, the competitiveness of the market and the diversity of clients; the companies should be able to communicate efficiently with their publics and with their environment. Still when this reality becomes inevitable at the present, there are in the Cuban tourist sector communications and conceptual problems which hamper to the Public Relations to deploy all its functions and to reach a true protagonism; such it is the case of the Hotel Memories Paraíso Azul. Keeping in mind the above-mentioned, this investigation has as objective the design of a strategy of PP.RR for this entity through the application of the procedure for the integrated management of the Public Relations in hotels, designed by Prieto (2012), that which will contribute to the solution of the problems in the area and to the achievement of a coherent, planned and systematic communication with the different publics of the organization, getting an improvement in the administration of the discipline in the hotel.
Public Relations is a professional discipline within the promotional communication whose essence consists of obtaining sympathy, understanding and solidarity of the public that affect the activity of an organization. If the organization wants to get that purpose it should obtain information, ideas, approaches, states of those publics' opinion with the spirit that the communication constitutes a true dialogue, able to produce an authentic integration between the company or institution and its social environment. In the tourist sector for the characteristics of their products and services, the competitiveness of the market and the diversity of clients; the companies should be able to communicate efficiently with their publics and with their environment. Still when this reality becomes inevitable at the present, there are in the Cuban tourist sector communications and conceptual problems which hamper to the Public Relations to deploy all its functions and to reach a true protagonism; such it is the case of the Hotel Memories Paraíso Azul. Keeping in mind the above-mentioned, this investigation has as objective the design of a strategy of PP.RR for this entity through the application of the procedure for the integrated management of the Public Relations in hotels, designed by Prieto (2012), that which will contribute to the solution of the problems in the area and to the achievement of a coherent, planned and systematic communication with the different publics of the organization, getting an improvement in the administration of the discipline in the hotel.
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Palabras clave
Interacción Social, Comunicación Institucional, Hotel Memories Paraíso Azul