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Relaciones públicas en tiempo real: Conectar con sentido en la era del cambio - 2da Edición
Paperback
AccountingMarketingCollege Guides
Publisher: Independently Published
Published: Jul 8 2026
Pages: 308
Weight: 0.71
Height: 0.77 Width: 5.50 Depth: 8.50
Language: Spanish
Las Relaciones Públicas cambiaron. Este libro también.
La inteligencia artificial está transformando la comunicación. Los algoritmos deciden qué vemos. La desinformación erosiona la confianza. Las audiencias están fragmentadas, las crisis escalan en minutos y los públicos exigen algo que ninguna campaña puede fingir durante demasiado tiempo: coherencia.
En este nuevo escenario, comunicar ya no es simplemente publicar, persuadir o gestionar visibilidad. Es comprender personas, interpretar contextos, anticipar riesgos, construir confianza y tomar decisiones estratégicas en medio de la complejidad.
Esta segunda edición, ampliada y actualizada, ofrece una mirada contemporánea sobre las Relaciones Públicas y la comunicación estratégica, conectando los fundamentos de la disciplina con los desafÃos que hoy están redefiniendo la profesión.
A lo largo del libro encontrarás herramientas, modelos y reflexiones aplicadas para comprender y trabajar temas como la gestión estratégica de públicos y stakeholders, la planificación y evaluación de la comunicación, la identidad y reputación organizacional, la comunicación de crisis, la innovación y creatividad, los ecosistemas digitales, las comunidades conectadas, la inteligencia artificial, la desinformación, la sostenibilidad, los criterios ESG, la comunicación con propósito y las nuevas competencias profesionales.
Pero este no es solo un libro sobre herramientas.
Es un libro sobre criterio.
Porque tener más datos no significa comprender mejor. Usar inteligencia artificial no garantiza innovar. Alcanzar miles de personas no significa construir confianza. Tener seguidores no equivale a tener comunidad. Y comunicar sostenibilidad no convierte automáticamente a una organización en sostenible.
Desde una perspectiva académica, profesional y profundamente conectada con la realidad latinoamericana, esta obra propone superar una visión operativa de las Relaciones Públicas para recuperar su verdadero potencial: interpretar la complejidad, gestionar vÃnculos y contribuir a organizaciones más coherentes, responsables y relevantes.
Este libro es para ti si:
- estudias Relaciones Públicas, Comunicación, Marketing o áreas afines y buscas comprender la disciplina más allá de los conceptos tradicionales;
- eres profesional y necesitas actualizar tu mirada frente a la inteligencia artificial, los algoritmos, la reputación digital, la sostenibilidad y la crisis de confianza;
- trabajas con marcas, instituciones, comunidades o equipos y necesitas diseñar estrategias basadas en públicos, evidencia y objetivos;
- enseñas comunicación y buscas una obra que conecte fundamentos teóricos con desafÃos contemporáneos;
- crees que comunicar no deberÃa consistir únicamente en hacer más ruido, sino en construir relaciones capaces de sostenerse en el tiempo.
Esta segunda edición amplÃa y profundiza la propuesta original para responder a una pregunta urgente:
Qué significa ejercer las Relaciones Públicas en un mundo donde la tecnologÃa avanza más rápido que la confianza?
La respuesta no está en publicar más.
Está en escuchar mejor.
No está en hablar más fuerte.
Está en comunicar con sentido.
Y no está en perseguir cada nueva tendencia.
Está en comprender qué relaciones vale la pena construir.
Un libro para quienes entienden que el futuro de las Relaciones Públicas será estratégico, digital, ético, humano y profundamente conectado con el propósito.
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