Carlos De Las Heras-Pedrosa

Carlos De Las Heras-Pedrosa
University of Malaga | UMA · Department of Audiovisual Communication and Advertising

Dr. Advertising and Public Relations
Currently I research in Health Communication, Open Innovation, Tourism Communication and Institutional Communication.

About

81
Publications
46,266
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355
Citations
Introduction
Carlos De Las Heras-Pedrosa currently works at the Department of Audiovisual Communication and Advertising, University of Malaga. Carlos does research in Health Communication, Open Innovation, Tourism Communication, Institutional Communication, Higher Education, Political Communication. Their current project is "Open Communication in Women-led Startups. Competitive strategies for differentiation and innovation".
Additional affiliations
October 2016 - present
University of Malaga
Position
  • Master's Student
February 2008 - February 2016
University of Malaga
Position
  • CEO
November 1995 - present
University of Malaga
Position
  • Professor (Full)
Education
October 1998 - October 2000
University of Malaga
Field of study
  • Publicidad y Relaciones Públicas

Publications

Publications (81)
Article
Full-text available
El afianzamiento de las alianzas con los distintos grupos de interés para la organización, plantea como oportunidad reproducir los modelos Open Innovation en los entornos educativos constituyendo esta orientación una herramienta de mejora, fuente de conocimiento y generación de innovación. Los entornos virtuales se presentan como instrumentos idóne...
Article
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The interest of the scientific community and, consequently, the scientific production of topics on happiness and well-being at work, or the management of happiness in organizations, has been increasing over the years. The main objective of this bibliometric analysis is to determine the evolution of the concepts referred to in published scientific w...
Article
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The paper aims to identify the narrative communicative resources and messages spread by brands within the background of a global pandemic. This study compares two samples of advertising spots broadcast in Spain: one during the COVID-19 lockdown period and the other selected from the last de-escalation phase of the health crisis. A content analysis...
Article
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The COVID-19 pandemic continues to cause a collapse in the health systems and economies of many countries around the world, after 2 years of struggle and with the number of cases still growing exponentially. Health communication has become as essential and necessary for control of the pandemic as epidemiology. This bibliometric analysis identifies...
Chapter
Full-text available
The purpose of the study is to analyze the role that social media have on the practice of health professionals working in information and communication department of Spanish official medical college. Social media in health fields have experienced growing participation of users and are increasingly considered a credible form of communication. This p...
Article
Full-text available
Public Relations and the Fundraising professional in the Cultural Heritage Industry: a study of Spain and Mexico Las relaciones públicas y el profesional de la captación de fondos en la industria del patrimonio cultural: un estudio de España y México Rocio Torres-Mancera 1 | ORCID ID rociotorres@uma.es Carlos de las Heras-Pedrosa 2 | ORCID ID chera...
Cover Page
Full-text available
Health communication plays an important role for citizens. Society is increasingly using the Internet to obtain health information, share experiences related to pathological processes, or meet people with similar physical or psychological conditions. As information and communication technologies are being used in the field of health, terms such as...
Cover Page
Full-text available
The adoption of the open innovation paradigm implies opening the company to external sources as a key to competitiveness. Maintaining active communication channels with different stakeholders—customers, other companies, universities, research institutes, etc.—offers particularly significant benefits for any type of company. The combination of inter...
Article
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The outbreak of COVID-19 has led to radical change in all social and economic spheres and, even today, the scope of the pandemic cannot be detailed. This unprecedent situation is challenging the global world but particularly for business. The packages of measures internationally imposed as restrictions on commercial activity, isolation and social d...
Article
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Dear Colleagues, The adoption of the open innovation paradigm implies opening the company to external sources as a key to competitiveness. Maintaining active communication channels with different stakeholders—customers, other companies, universities, research institutes, etc.—offers particularly significant benefits for any type of company. The co...
Chapter
Full-text available
This entry shows the effects of training entrepreneurial competences on employability in higher education. It identifies teaching methods that are more effective in order to improve entrepreneurial competences. These are Hackathon, Team building, Role play and Practical Cases with entrepreneurs at a Spanish university. In contrast to the methods sh...
Article
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Introduction. The progress produced in the freedom in the informative content that flows through digital social networks and greater participation of users in them, play a key role in health-related communication, particularly in that generated by information professionals specialized in the health field due to the labor adaptation process that the...
Chapter
Full-text available
La presente investigación tiene como objetivo estudiar y analizar el estado de la cuestión en materias de comunicación estratégica y relaciones públicas aplicadas al entorno profesional de la captación de fondos (fundraising) en el entorno del patrimonio cultural, como industria y alianza Iberoamericana actual y potencial. Se observan los patrones...
Article
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This study analyses broadcasted advertising spots during the COVID-19 isolation period in Spain. It aims to identify the narrative communicative resources and messages spread by companies/brands under the background of a global pandemic, where a common pattern highlighting the social function of brands is supposed, specifically regarding stress and...
Article
Full-text available
This study analyses broadcasted advertising spots during the COVID-19 isolation period in Spain. It aims to identify the narrative communicative resources and messages spread by companies/brands under the background of a global pandemic, where a common pattern highlighting the social function of brands is supposed, specifically regarding stress and...
Article
Full-text available
COVID-19 has changed our lives forever. The world we knew until now has been transformed and nowadays we live in a completely new scenario in a perpetual restructuring transition, in which the way we live, relate, and communicate with others has been altered permanently. Within this context, risk communication is playing a decisive role when inform...
Article
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In the last decade, the advertising industry has experienced a quantum leap, powered by recent advances in neuroscience, a large investment in artificial intelligence, and a high degree of consumer expertise. Within this context, opinion mining, sentiment analysis, and emotion understanding bring us closer to one of the most sought-after objectives...
Article
Full-text available
The purpose of the study is to analyze the role that social media have on the practice of health professionals working in information and communication department of Spanish official medical college. Social media in health fields have experienced growing participation of users and are increasingly considered a credible form of communication. This p...
Chapter
Full-text available
The short entrepreneurship education initiative at Malaga University trained entrepreneurial competences through a hackathon, role playing, team building and a practical case with an entrepreneur. The week-long initiative targeted Malaga University students in any degree course. What is highlighted in this chapter is the involvement of lecturers, s...
Article
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This research aimed to provide a more informed and systematic basis on which to develop the positioning strategy in social media due to the interactive capacity and influence that social media has in the success of tourist destinations. In particular, we investigated the role of stakeholders. We carried out an exploratory study using a mixed method...
Article
Full-text available
Health communication plays an important role for citizens. Society is increasingly using the Internet to obtain health information, share experiences related to pathological processes, or meet people with similar physical or psychological conditions. As information and communication technologies are being used in the field of health, terms such as...
Article
Full-text available
Instagram is a popular social media platform. Its ability to convey feelings through photographs has become a valuable communication tool for tourism destination branding. The cases of two destinations in Southern Europe provide an understanding of how Instagram can be used to promote a destination’s image by Destination Management Organizations (D...
Article
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The most powerful countries in the world are immersed in a process of economic and cultural globalization. As an effect of action and reaction, there is an increasing emergence of nationalistic phenomena. This investigation undertakes an analysis of the current situation in Europe and places particular focus on the case of the Catalan independence...
Article
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Opinion mining and sentiment analysis has become ubiquitous in our society, with applications in online searching, computer vision, image understanding, artificial intelligence and marketing communications (MarCom). Within this context, opinion mining and sentiment analysis in marketing communications (OMSAMC) has a strong role in the development o...
Article
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Currently, the online interaction between citizens and hospitals is poor, as users believe that there are shortcomings that could be improved. This study analyzes patients’ opinions of the online communication strategies of hospitals in Spain. Therefore, a mixed-method is proposed. Firstly, a qualitative analysis through a focus-group was carried o...
Article
Full-text available
This paper shows the effects of training entrepreneurial competences on employability in higher education. It identifies teaching methods that are more effective in order to improve entrepreneurial competences. These are hackathon, team building, role play, and practical cases with entrepreneurs at a Spanish university. In contrast to the methods s...
Article
Full-text available
Importancia de las relaciones con los públicos en la reputación en un destino turístico inteligente. Propuesta de un modelo sostenible Importance of public relations for the reputation in a Smart Tourist Destination. Resumen Los destinos turísticos han experimentado cambios importantes en la última década como resultado de los avances en las Tecnol...
Conference Paper
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In recent years there has been talk about the future of the Spanish University since the entry into force of the Treaty of Lisbon in 2010 and the University Strategy of 2015. Authors such as Antonio Pulido (2007), Saturnino de la Plaza (2003), R. Roda Aixendri (2003), Emilio Fíntela (2002) or Francesc Solá (2002) talk about it. The origin of the Un...
Conference Paper
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Esta investigación pretende identificar y explicar algunos de los factores relacionados con la intención de visita motivada por los contenidos y estrategias desarrolladas en redes sociales. Se utilizó una metodología mixta, la parte cualitativa consistió en observación no participante con el método netnográfico y entrevista al community manager, en...
Article
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Public relations strategies based on dramatization are key tools to achieving success in electoral campaigns. Press offices play a fundamental role as theatre directors, turning their leaders into great actors. What at first glance would look like a theatrical performance is, more than ever, what happened in the US presidential elections. Newspaper...
Article
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Research in public relations applied to tourism is an emerging field of study where the analysis of audiences is considered essential given the interaction between public administrations and international, national or even local private companies in the promotion of the sector. The irruption of social media, especially social networks and bidirecti...
Article
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Purpose Open innovation (OI) involves the alignment of the organisation’s strategy and resources. Notably, companies will not adopt this emerging paradigm without a guarantee of better results. Therefore, the purpose of this paper is to identify which combination of entrepreneurial managerial approaches makes it possible for companies to improve pe...
Article
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La producción científica en comunicación se ha incrementado en España en los últimos años, tal como señalan diversos estudios sobre la creación de grupos de investigación, redes de investigadores/as y tipologías de investigación (Martínez-Nicolás y Saperas, 2016). En este sentido, el análisis de la producción científica es uno de los aspectos con m...
Book
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El nuevo entorno supone un reto en la comunicación de las marcas, adaptarse y dar respuesta a los cambios, construir relaciones, generar conversaciones o ganar credibilidad constituyen pilares básicos para cualquier organización. El análisis de las herramientas clave que permiten conectar a las compañías con el consumidor constituyen el objetivo de...
Chapter
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Contenido: 2.1. De lo tangible a lo intangible 2.2. Identidad, imagen y reputación corporativa 2.3. El plan estratégico de imagen corporativa 2.4. La imagen social de la empresa 2.5. Artículos de actualidad
Article
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The scientific production in communication has increased in Spain in recent years, as indicated by several studies on the creation of research groups, networks of researchers and research typologies (Martínez-Nicolás and Saperas, 2016). In this sense, the analysis of scientific production is one of the aspects with greater growth in the field of co...
Article
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Una investigación sobre la calidad actual de la interacción ciencia- arte-conservación desde la perspectiva de la comunicación y las relaciones públicas para la captación de fondos, a través del caso de las Bodleian Libraries de la Universidad de Oxford por su relevancia y prestigio internacional en la sostenibilidad económica y cuidado de sus cole...
Book
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En los últimos años se están viviendo momentos apasionantes en la comunicación institucional; la influencia de las redes sociales y los nuevos canales están democratizando la comunicación. Vivimos en un mundo donde el Presidente de EE.UU. se comunica con la sociedad a golpe de tweets; los líderes populistas avanzan en el mundo occidental con verdad...
Article
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RESUMEN La innovación es un elemento estratégico para la competitividad, en cambio no siempre se refleja en el tejido productivo. Este trabajo se centra en identificar barreras y facilitadores para la puesta en marcha de proyectos de innovación. El análisis se realiza con Pymes de la región de Málaga aplicando un análisis factorial que permite pond...
Chapter
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El Corte Inglés, líder europeo de grandes almacenes y principal referente en la distribución española, ha mantenido desde sus orígenes una política de servicio al cliente y constante innovación tecnológica para adecuarse a los gustos y necesidades que demanda la sociedad. Su propuesta comercial se basa en la adaptación constante a las nuevas tenden...
Conference Paper
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Este trabajo pretende analizar la efectividad de diseñar programas de educación para el emprendimiento en la Intención Emprendedora (EI) en alumnos universitarios. La Teoría del Comportamiento Planificado (TCP) sirve para conocer en qué medida las Actitudes Personales, las Normas Sociales y el Control percibido del Comportamiento actúan sobre la In...
Chapter
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La comunicación empresarial desempeña un papel determinante a la hora de poner en valor tanto las bondades de sus bienes o servicios, como la solvencia de su gestión y su contribución al desarrollo socioeconómico y medioambiental de su área de actuación. Para ello, el desarrollo de estrategias empresariales sostenibles precisa de una gestión eficaz...
Article
Full-text available
Una investigación sobre la calidad actual de la interacción ciencia- arte-conservación desde la perspectiva de las relaciones públicas y la comunicación para la captación de fondos, a través del caso de las Bodleian Libraries de la Universidad de Oxford por su relevancia y prestigio internacional en la sostenibilidad económica y cuidado de sus cole...
Article
Full-text available
La gestión estratégica de la comunicación y las relaciones públicas con los grupos de interés son herramientas de gran utilidad para el fundraising o captación de fondos, para el desarrollo sostenible de los proyectos de interés socio-cultural. Analizamos su impacto en la marca de la ciudad de Málaga, mediante un estudio exploratorio con los inform...
Article
Full-text available
La gestión estratégica de la comunicación y las relaciones públicas con los grupos de interés son herramientas de gran utilidad para el fundraising o captación de fondos, para el desarrollo sostenible de los proyectos de interés socio-cultural. Analizamos su impacto en la marca de la ciudad de Málaga, mediante un estudio exploratorio con los inform...
Presentation
Full-text available
Cuando hablamos de imagen de un destino no sólo tenemos que tener en cuenta la imagen que el turista tiene de nuestro destino sino que es el conjunto de percepciones que tienen sobre el destino turístico los diversos grupos de interés (stakeholders) con los que se relaciona, tanto internos como externos. Es el resultado del comportamiento desarroll...
Article
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This research is based on the use of fundraising as a strategy to reinforce the relation between universities and their stakeholders. The main objective is to identify the fundraising strategies employed by Spanish universities. The design of the research is focused on the analysis of the strategies implemented by Spanish universities during the 20...
Article
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Introducción. Este trabajo analiza la imagen que proyectan los principales diarios españoles sobre la última campaña de las elecciones presidenciales en Estados Unidos, y por tanto, la influencia que pueden ejercer los medios de mayor difusión en nuestro país en la opinión pública española sobre este acontecimiento. Hipótesis y objetivos. Se parte...
Article
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Nowadays innovation is an undeniable and strategic element for competitiveness although companies don't always reflect this belief in their levels of innovation. Spanish enterprises provide an excellent example of this trend considering that the statistics show that the level of innovation has improved but it is still a far cry from USA and Europe'...
Article
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Introduction. The object of study for this article is online communication in Spanish hospital corporations, specifically in those centres that are more influential on Twitter. Hypothesis and objectives. We will be working with the hypothesis that hospitals demonstrate a low level of participation in social media, despite the interest shown by user...
Article
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Resumen: Esta investigación se basa en la comunicación corporativa de los hospitales andaluces en redes sociales, en concreto Twitter, con sus diferentes stakeholders. El objetivo es analizar la coherencia entre los fines que persiguen los centros hospitalarios con su incursión en social media y la consecución de estos. Encuestas y entrevistas a re...
Article
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Este trabajo analiza la incorporación del consumidor en el desarrollo de nuevos productos (NPD) como estrategia de diferenciación en los procesos de innovación. En los últimos tiempos el modelo de la Open Innovation viene imponiéndose por su capacidad de generar mejores resultados para la empresa. En este caso, se centra la atención en las redes so...
Chapter
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La necesidad de buscar vías alternativas de financiación en las universidades es evidente, la situación económica actual ha reconfigurado las relaciones de las universidades con sus públicos clave. El principal objetivo del presente estudio es identificar las estrategias de captación de fondos de las universidades españolas. La plena vigencia del E...
Chapter
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En los últimos tiempos se ha visto la creciente preocupación de las organizaciones por su identidad corporativa. Este hecho guarda estrecha relación con la fuerte competencia que les ataca. Cada dia se establecen nuevas empresas y las ya existentes se fusionan para formar multinacionales, se buscan nuevas imágenes para expresar su identidad. Vivimo...
Article
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Se aborda el estudio de la imagen institucional de las entidades locales de la provincia de Málaga, a través de sus identificadores visuales, su evolución y análisis. El objetivo principal es hacer propuestas prácticas para la definición de programas integrales de comunicación, capaces de cumplir con la misión estratégica de una comunicación bidire...
Article
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La política de relaciones institucionales y el fundraising constituyen las estrategias por excelencia para la financiación complementaria de las universidades, con especial relevancia aquellas basadas en el paradigma de construcción de relaciones simétricas bidireccionales de interés mutuo para la sustentabilidad institucional. El presente artículo...
Article
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Institutional relations policy and fundraising constitute main strategy to complete the financing of universities. It is necessary to have in account especially win to win paradigm that is oriented to establish symmetric relationships and to improve the institutional sustainability. The main objective is the characterization of fundraising manageme...
Article
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Innovation is a strategic element of competitiveness; however, levels of innovation in Spain do not show the internalization of this premise in business practice. This paper discusses innovation in family firms with the intention to identify both barriers and facilitators, and factor analysis is applied to measure the weight of each component. The...
Article
Full-text available
Innovation is a strategic element of competitiveness; however, levels of innovation in Spain do not show the internalization of this premise in business practice. This paper discusses innovation in family firms with the intention to identify both barriers and facilitators, and factor analysis is applied to measure the weight of each component. The...
Article
Full-text available