Fundraising, communications and public relations. Cultural development of a city brand: Málaga

Authors

DOI:

https://doi.org/10.16921/chasqui.v0i136.2841

Keywords:

strategy, fundraising, communications, stakeholders, culture

Abstract

Strategic management of communication and public relations with stakeholders, are tools of great utility for fundraising, in order to get a sustainable development of socio-cultural projects. We analyze its impact on the Málaga city brand, through an exploratory study with the most representative institutions´ key reporters: heads of the Council, Film Festival, Centre of contemporary art, Russian Museum, the Automobile Museum, Pompidou Center, Picasso Museum and Museo Carmen Thyssen. With the results, we establish a conceptual map that correlates the communication skills with the perception of the city brand, the level of confidence of stakeholders and its use to attract investors.

Author Biography

  • Carlos de las Heras-Pedrosa, Universidad de Málaga
    Profesor de Publicidad y Relaciones Públicas

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Published

31-12-2017

Issue

No. 136 (2017): Comunicación, ambiente y ecologías

Section

Informe

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