International public relations in Colombian multilatinas firms; [Relações públicas internacionais nas empresas colombianas multilatinas]; [Relaciones públicas internacionales en las empresas multilatinas colombianas]
Cargando...
Compartir
Fecha
Autores
Título de la revista
ISSN de la revista
Título del volumen
Editor
Resumen
Descripción
Transnational corporations (TNCs) originating in Latin America, known as multilatinas, hadlearn to mediate their public relations strategies between home andhost companies. To analyze the role thatthese relationship strategies play in the communication of Colombian multilatinas, we conducted a Delphi analysis with 20 experts among Latin American professionalsandacademics, aswellasastructuredsurveywith24communication directors (dircom)ofthistypeoforganizationsinColombiain2021. Theroleofinternational public relations was described in a South-South dialogic perspective. The identification of the interests ofinternationalstakeholders andthe strategic linkbetween headquarters and subsidiaries fortheappropriate positioningofColombianorganizationsabroadwerethemain findings for the panel of experts while, for the dircom, corporate reputation management was consideredas the mostimportantrelationship strategy withwhichcompanies position themselves in the different countries where they have an international presence. © 2024 Pontificia Universidad Catolica de Chile. All rights reserved.
Palabras clave
Corporate communication, Delphi method, Dircom, International public relations, Multilatinas, Strategic communication