Resumen

GONZALEZ, Elisa Regadera; LUIS, Hildegart González  y  ESTEBAN, Pilar Paricio. The media in communication management of NGO in times of crisis: opportunities for social change. OBS* [online]. 2018, vol.12, n.3, pp.83-105. ISSN 1646-5954.

This article explains how the economical crisis has influenced in the communication management between NGO’s and the media. It also analyses the informative opportunities that the aforementioned entities could use for contributing to the social transformation and therefore, give greater visibility to the increasing needs to be fulfilled; making evident the reduction of the incomes that they have suffered, and reporting the social inequalities trying get the support of the public opinion. This analysis is focused in the “Comunidad Valenciana”- one of the regions hardest hit by the crisis- and develops a triple methodology: interviews to communication responsibles from some NGOs who help vulnerable segments of population in Valencia; content analysis of journalist treatment received in 2008 (from the beginning of the crisis) and 2012 (crisis consolidation) in five different relevant newspapers in Valencia and interviews to the five journalists responsible of the social matters and NGOs in those newspapers studied. The results obtained will let test the influence of the crisis in the NGOs communication management and in the journalist treatment of the third sector organizations. It has also facilitated the identification of best practices in NGOs and the media finding a greater commitment in the media denouncing the injustices enhanced by the crisis, while NGOs have focused on the dissemination of its work.

Palabras clave : NGO; Communicative Departments; social change; press office; informative management; frame.

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