Análisis del rol de las relaciones públicas como estratégias de comunicación del Club Deportivo Cuenca

Abstract

Today Communication in Ecuadorian soccer clubs has become a key part of public relations at the moment of transmitting messages. Consequently, communication allows reaching a wider audience, paid members, supporters, investors, TV channels, sponsors, etc. This strategy needs both principles of efficiency and effectiveness when building the corporative image of the sports organization. By analyzing the characteristics of the communicative processes design by professional soccer teams and scientific research, we want to determine the marketing advantages of this promotion that have to be notice by the soccer team managers. In this present investigation we have used the following techniques: bibliographic research, a survey applied on soccer fans and followers, we interviewed former leaders of the Club Deportivo Cuenca and a specific monitoring of social networks for data on the current sports club communication with their audiences. The data had been statistically processed and presented through graphs, setting the respective conclusions and recommendations. We have concluded that the communicative role played by the public relations representative of this institution is not accurate. It is a must to design new marketing strategies to build a new corporative image of Club Deportivo Cuenca.