Lorena Busto Salinas

Lorena Busto Salinas
Universidad de Burgos | UBU · Departamento de Historia Geografía y Comunicación

Pdh in Communication

About

26
Publications
3,623
Reads
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47
Citations
Education
November 2009 - July 2015
Universidad de Burgos
Field of study
  • Communication
September 2004 - June 2008
Universidad de Burgos
Field of study
  • Communication

Publications

Publications (26)
Article
Full-text available
El uso de las redes sociales por parte de los hospitales es cada vez más alto. Este estudio parte de las hipótesis de que cuantos más recursos sanitarios tenga un país, mayores cifras de actividad comunicativa en redes sociales tendrán los hospitales y que en los países con menos recursos económicos los hospitales más reputados son los que concentr...
Article
Full-text available
Hospitals make increasingly more use of social media. The basic hypothesis of this study is that the more developed the health care services of a country are, the higher the communicative activity of its hospitals will be on social media. Moreover, the highest presence and activity on social media will be associated with the most prestigious hospit...
Book
Full-text available
(Del Prólogo) "A diferencia de otras etapas educativas, el sistema universitario no debe ceñirse únicamente a transferir conocimiento a sus alumnos. Es labor de los docentes de este ámbito, tan fundamental como la anterior, realizar investigaciones responsables y de calidad en las diferentes áreas de conocimiento que cada vez más se imbrican y ent...
Article
Previous research on the presence and activity of hospitals in social media is abundant, but that is not the case of other health-related organizations. In this research we have examined the profiles on Facebook, Twitter, YouTube and Instagram of 240 health-related entities. It has been proven that health insurers are more present in social network...
Book
Full-text available
Selección de fotografías de la Colección Villafranca correspondiente al año 1961
Article
Full-text available
The archaeological sites of Atapuerca (Burgos, Spain), declared World Heritage Site in 2000, stand out for their international repercussion due to the scientific results on human evolution. The aim of science socialization has lead to different communication policies, one for scientific dissemination and another for society dissemination. Although...
Article
Full-text available
The research analyzes the role of communication departments in the health field. Two regions of Spain (Castilla y León and Galicia) with similar characteristics in the social, economic, demographic and health field but with different number of communication departments have been selected. Surveys and personal interviews with the communication manag...
Article
Full-text available
The ultimate goal of private hospitals in Spain is to increase their number of patients, or at least their revenues, whereas public hospitals do not have this goal because they do not necessarily need to attract more patients. Consequently, the communication carried out at each type of institution may be different. In order to find out if there are...
Article
Full-text available
The article exposes the methodology used to study the quality of public relations in hospitals, as well as to determine if the number of communication departments has an influence on its quality and on new stories, and if there are any differences between the public and private sector and between internal departments and external companies. In addi...
Article
Full-text available
The article presents the methodology used to study the quality of public relations in hospitals, as well as to determine if the number of communication departments has an influence on the characteristics of this practice and on the information released in the press, and if there are any differences between the public and private sector and between...
Article
Full-text available
This paper addresses the state of the field of public relations in health care. A literature review has been made, focused on the models and roles, the strategic and research knowledge, issues and crisis management, the relation with the dominant coalition, etc. In general, there is a poor use of public relations in the health field. There is an ov...
Article
Full-text available
The aim of this research is to find out if some aspects of press releases, apart from the newsworthy characteristics, have influence on whether the text is eventually published and in which way. The subject, the extension and the main characters of all press releases sent in four years by Atapuerca Foundation (Burgos, Spain) have been collected, as...
Article
Full-text available
The aim of this research is to find out if some aspects of press releases, apart from the newsworthy characteristics, have influence on whether the text is eventually published and in which way. The subject, the extension and the main characters of all press releases sent in four years by Atapuerca Foundation (Burgos, Spain) have been collected, as...
Book
Nueva publicación basada en el archivo fotográfico de Eliseo Villafranca. En esta ocasión se repasa la vida de la ciudad y de la provincia en 1960 a través de las principales noticias y hechos sociales. Un Burgos en blanco y negro que empezaba poco a poco a cambiar. Comercios con letreros luminosos, bares y cafeterías, visitas de extranjeros que co...
Article
Full-text available
The most relevant studies about the effect of communication departments in the mass media are reviewed, especially those concerning the press release. It has been noted that the number of press releases sent by different organizations has increased over the years, and so has the documents which are eventually published. As a consequence, journalist...
Article
Full-text available
Although public relations has grown considerably in the last years, communication officers in Spain still focus on one-way models and adopt a technician role. That is to say, they behave more like journalists in residence than communication managers. Nevertheless, this research shows that several positive aspects of public relations (such as having...
Article
Full-text available
Resumen Las nuevas tecnologías proporcionan diversos beneficios a los profesionales de las relaciones públicas. Por una parte, facilitan la circulación de información y permiten un mayor alcance de audiencias. Por otra, ayudan a los trabajadores de esta disciplina a dar el salto de técnicos a gestores de comunicación y a incrementar su poder dentro...
Article
Full-text available
Debido al alto coste de las campañas publicitarias en la actual crisis económica y la limitación de la publicidad como fuente creíble de información, el gasto publicitario �sobre todo en los periódicosha disminuido considerablemente en los últimos años. Por ello, algunos estudiosos han abierto el debate sobre si los diarios benefician a sus anuncia...
Article
Full-text available
The headline is the most important part of a press release, as it grabs the attention of the reader and highlights the most relevant aspect of the piece of news. However, some public relations experts do not recommend spending too much time elaborating one sentence that will probably be changed by the journalist anyway. In this research, the headli...
Article
Full-text available
The headline is the most important part of a press release, as it grabs the attention of the reader and highlights the most relevant aspect of the piece of news. However, some public relations experts do not recommend spending too much time elaborating one sentence that will probably be changed by the journalist anyway. In this research, the headli...
Article
Full-text available
Journalism experts do not consider the press release a proper genre of the area and the public relations manuals have not linked both extensively. However, in order to be published by the media with the less modification as possible, a press release should be elaborated the same way a journalist would; that is to say, it has to meet journalism writ...
Article
Full-text available
The press release is one of the most important tools used by press offices to transmit a story to the mass media. It consists on a short text regarding an organization’s newsworthy story written in the same way as a journalist would write it. The purpose of a press release is to be published by the mass media with the less modification as possible....

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