Estrategias de comunicación en las organizaciones de alumni
- Pestano Rodríguez, José Manuel
- Gabino Campos, María Auxiliadora
ISSN: 2174-3681
Année de publication: 2011
Titre de la publication: Dirección de comunicación
Volumen: 1
Número: 2
Pages: 61-77
Type: Article
D'autres publications dans: Revista Internacional de Relaciones Públicas
Résumé
It is intended to determine what type of communication takes place in alumni organizations and to establish what can be done to improve the current situation. After analyzing the web pages of 20 universities it was evident that there are different types of alumni organizations, and different degrees of consideration from universities to such organizations. The audience of these organizations is the students of the university and at a minor scale other audiences. Communication from students to associates seems to be unidirectional and asymmetrical, although there are some exceptions that take advantage of high impact return channels and social networks to foster horizontal communication between peers.
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