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When information and communication technologies (ICT) have been consolidated as platforms for connecting with audiences, it is necessary to understand the strategic nature of communication to achieve institutional objectives. With in-depth interviews with communication experts, as well as an analysis of the profiles of the professionals who lead mu...
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Context 1
... 80% of the institutions analysed refer to their communication units as "Communication," they are invariably accompanied by additional terms such as "press," "dissemination," "external relations," "institutional relations," "promotion," "education," "image," and so forth. The remaining 20% (see Table 1) do not even include the term "communication" in their nomenclature. ...