Fundraising, comunicação e relações públicas. Desenvolvimento cultural de uma marca-cidade: Málaga

• Main Authors: Rocío Torres Mancera, Carlos de las Heras-Pedrosa
• Format: Article
• Language: Spanish
• Published: Centro Internacional de Estudios Superiores de Comunicación para América Latina (CIESPAL) 2017-12-01
• Series: Chasqui
• Subjects: estrategia; captación de fondos; comunicación; grupos de interés; cultura
• Online Access: http://revistachasqui.org/index.php/chasqui/article/view/2841

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.