Comunicación institucional y social media en Castilla y Leónanálisis y elaboración de un plan estratégico de comunicación 2.0

  1. Patricia Monteserín Leiva
Supervised by:
  1. María Teresa García Nieto Director
  2. Miguel Ángel Moreno Gallo Director

Defence university: Universidad de Burgos

Fecha de defensa: 30 July 2014

  1. José Antonio Mingolarra Ibarzabal Chair
  2. Fernando Javier Melgosa Rodríguez Secretary
  3. Mónica Viñarás Abad Committee member
  4. Ainara Miguel Sáez de Urabain Committee member
  5. Francisco Javier Davara Rodríguez Committee member

Type: Thesis

Teseo: 369113 DIALNET lock_openRIUBU editor


This memory allows to achieve a novel comprehensive understanding of communication policies in public institutions and administrations of Castilla y León nowadays. This study carries out a throughout revision of the literature of the administrative and communication theories related to this field and identifies the main characteristics of the different types of communication and government policies. In addition, in this work it is also analized. In addition, this work analizes the real situation of communication policies in Castilla y León through personal surveys to communication managers from different public administrations of the region, the evaluation of their presence in mass media and their real activity in social networks. Moreover, the study gives an accurate idea about the most extended communicative behavior in the administration and reveals the main weak points and threats with which the professionals of the sector have to deal with in order to optimize and improve the communication management of public institutions.