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

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.

• Hlavní autor: Torres Mancera, Rocío (author)
• Další autoři: de las Heras-Pedrosa, Carlos (author)
• Médium: article
• Jazyk: spa
• Vydáno: 2017
• Témata: strategy; fundraising; communications; stakeholders; culture; estrategia; captación de fondos; comunicación; grupos de interés; cultura; estratégia; captação de recursos; comunicação; grupos de interesse
• On-line přístup: https://revistachasqui.org/index.php/chasqui/article/view/2841