Maestría en Comunicación Política (tesis)

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Comunicación pública en las empresas : una apuesta reputacional
(Universidad EAFIT, 2023) Gómez Tinoco, Stephanie Liseth; Bonilla Vélez, Jorge Iván
The public communication today has a wide scene in business environments. It is not exclusive to public institutions, nor is it restricted to companies that provide products or services for mass consumption. Why? Because today's world, the companies and brand´s narratives reach larger audiences than just those people who are directly related to the focus of the business, which requires thinking from the place and the purposes of public communication to manage reputation, as the center of corporate sustainability. This article relates the concepts of public communication, traditional corporate communication, and comprehensive corporate communication and, through interviews, presents experiences and visions of how these communication dynamics are lived today.