This investigation led proposes the articulation, in a conception as a whole, of a new theoretical model based on the stablishment of three functions of Public Relations that should be present in public and private organizations, that are, the relational function, the communicational function and the synergy function. This is an exploratory study, non-experimental, descriptive, comparative, and from an intracultural mode that took a sample of twenty executive officers of Public Relations and related, from public and private organizations in Peru. Among the main results it was found a high level of management in human relations in private organizations in Lima, but a low level in other cities of the country. These high and low levels were found in the management of the public controversy in organizations of Lima and provinces, respectively. Likewise, a high level of the subfunction unidir...

La obra se articula a partir de la convicción de que la comunicación debe entenderse no únicamente como transmisión de información, sino como un proceso complejo de construcción simbólica, producción de sentidos y mediación cultural. Los capítulos que conforman este libro abordan diversas dimensiones de dicho proceso, desde el papel de las narrativas audiovisuales en la sostenibilidad socioambiental hasta las implicancias de la cultura corporativa en entornos digitales, pasando por la pertinencia del silencio en las estrategias de relaciones públicas o el impacto de la ciencia de datos en la toma de decisiones comunicacionales. Cada contribución ha sido concebida bajo un esquema académico que combina la exposición teórica, el análisis crítico y, en varios casos, la presentación de estudios de caso o experiencias aplicadas. Este diseño permite que el texto se consolide ...

This investigation led proposes the articulation, in a conception as a whole, of a new theoretical model based on the stablishment of three functions of Public Relations that should be present in public and private organizations, that are, the relational function, the communicational function and the synergy function. This is an exploratory study, non-experimental, descriptive, comparative, and from an intracultural mode that took a sample of twenty executive officers of Public Relations and related, from public and private organizations in Peru. Among the main results it was found a high level of management in human relations in private organizations in Lima, but a low level in other cities of the country. These high and low levels were found in the management of the public controversy in organizations of Lima and provinces, respectively. Likewise, a high level of the subfunction unidir...