Las notas de prensa son consideradas como una herramienta de comunicación para gestionar una reputación mediática frente a los stakeholders (Rojas, 2003), y es necesaria para toda institución pública (Yanes, 2007). Sin embargo, no siempre el envío constante de estas notas garantiza su publicación. Por ello, se cuestionó los aspectos que un periodista toma en cuenta para publicar una nota de prensa. En la presente investigación se analizó los criterios que los periodistas de medios regionales consideran en una nota de prensa de un organismo estatal, con la finalidad de brindar nuevos aportes para optimizar sus notas y mejorar su visibilidad frente a los medios de comunicación. En ese sentido, el estudio se basó en el caso de Osinergmin, entidad pública dedicada a supervisar y regular a las empresas del rubro energético del país, en donde se llevó a cabo el análisis de su gestión en notas de prensa. Se empleó una metodología de carácter cualitativo y exploratorio, mediante entrevistas a una serie de periodistas de determinadas regiones del Perú. Como resultado, se aprecia distintos factores que influyen en la prensa regional ante la publicación de las notas de prensa, y se destaca una forma distinta de generar visibilidad en los medios regionales, la cual va más allá de buscar un contenido atractivo o acoplar nuevos elementos a las notas. Esta investigación propone a las organizaciones un reto para posicionarse mediáticamente en las regiones, ya que no solo deben captar la atención del periodista, sino también del lector. / Press releases are seen as a communication tool to manage a media reputation with stakeholders (Rojas, 2003), and is necessary for any public institution (Yanes, 2007). However, the constant submission of these notes does not always guarantee their publication. Therefore, the aspects that a journalist takes into account in publishing a press release were questioned. In the present investigation we analyzed the criteria that regional media journalists consider in a press release of a public organization, with the aim of offering new contributions to optimize their notes and improve their visibility to the media. In this regard, the study was based on the case of Osinergmin, a public entity dedicated to monitoring and regulating energy companies in the country, where the analysis of its management was carried out in press releases. A qualitative and exploratory methodology was used, through interviews with a number of journalists from certain regions of the country. As a result, there are different factors influencing the regional press regarding the publication of press releases, and a different way of generating visibility in the regional media, which goes beyond looking for attractive content or adding new elements to this notes. This research offers organizations a challenge to position themselves in the media in the regions, since they must not only attract the attention of the journalist, but also of the reader. / Tesis

Responding to the need to fill the research gap in the area of museum integrated marketing communication, the study investigated the planned, unplanned, product and service messages of selected museums in South Africa. These selected museums were the Ditsong and Iziko clusters of museums in the Gauteng Province and the Western Cape Province respectively. The clusters were selected because they are the biggest clusters of museums in the country. In an attempt to fill the research gap, the goal of the study was to develop and present an integrated marketing communication framework for the selected museums. In order to realise the goal of the study, four objectives were set. Consistent with the first objective chapter 2 analysed the South African cultural tourism sector. In this regard, the literature review revealed that South Africa’s cultural product offering is multifaceted with arts, cultural villages, literature, battlefields, museums, heritage sites nd religion comprising the main tourist attractions. Moreover, the literature review revealed that the two clusters of museums offer diversified product portfolios. The second objective was achieved in chapter 3 by analysing integrated marketing communication by means of a literature review. The literature review revealed that IMC is a logical structure of developing communication strategies. An organisation should control (planned) or influence messages (unplanned, product, service) messages to ensure message consistency and maximum communication impact. In simple terms, an organisation should strive to match its brand promise made through planned messages with actual performance as reflected in its product, service, and unplanned messages. The third objective was to analyse empirically the planned, unplanned, product and service messages of the Ditsong and Iziko clusters of museums. The results of the empirical phase of the study were presented in chapter 4. Following a mixed methods research approach, the first component of the empirical phase involved in- depth interviews with the marketing managers of the museum clusters while the second component involved a survey of visitors to the clusters. The qualitative data was analysed by establishing themes which had emerged from the interviews with the marketing managers. The quantitative data was analysed using the SPSS programme. In order to establish the relationships between the variables, a factor analysis was conducted. In addition, T-tests and ANOVAs were also conducted. The factor analysis produced three factors namely, factor 1: Above-the-line media, factor 2: Internal and external marketing and factor 3: Marketing public relations. The t-test and ANOVAs revealed that the respondents across age, province of residence, visitor retention and educational level rate service messages the most highly of all the IMC messages. On the whole, the empirical study revealed that both the participants and the respondents share the same views on what should be done in terms of the planned, unplanned, service and product messages of museums to ensure message consistency and maximum communication impact. The structural equation modelling indicated the interrelatedness of the various messages as well as their influence on one another. The fourth objective was to develop and present an integrated marketing communication framework for the Ditsong and Iziko museum clusters. This objective was realised in chapter five. The framework was informed by both the literature review and the empirical study. As regards the literature review the framework differs from some other works on IMC in that an attempt was made to align the framework to IMC message typology in its entirety. With regard to the empirical study, the IMC programme phase of the framework incorporates the recommendations of the respondents. It is hoped that the framework will empower the museums both to ensure message consistency and to maximise communication impact in spite of the divergent message needs of their multiple stakeholders. / Thesis (PhD (Tourism Management))--North-West University, Potchefstroom Campus, 2013.

Responding to the need to fill the research gap in the area of museum integrated marketing communication, the study investigated the planned, unplanned, product and service messages of selected museums in South Africa. These selected museums were the Ditsong and Iziko clusters of museums in the Gauteng Province and the Western Cape Province respectively. The clusters were selected because they are the biggest clusters of museums in the country. In an attempt to fill the research gap, the goal of the study was to develop and present an integrated marketing communication framework for the selected museums. In order to realise the goal of the study, four objectives were set. Consistent with the first objective chapter 2 analysed the South African cultural tourism sector. In this regard, the literature review revealed that South Africa’s cultural product offering is multifaceted with arts, cultural villages, literature, battlefields, museums, heritage sites nd religion comprising the main tourist attractions. Moreover, the literature review revealed that the two clusters of museums offer diversified product portfolios. The second objective was achieved in chapter 3 by analysing integrated marketing communication by means of a literature review. The literature review revealed that IMC is a logical structure of developing communication strategies. An organisation should control (planned) or influence messages (unplanned, product, service) messages to ensure message consistency and maximum communication impact. In simple terms, an organisation should strive to match its brand promise made through planned messages with actual performance as reflected in its product, service, and unplanned messages. The third objective was to analyse empirically the planned, unplanned, product and service messages of the Ditsong and Iziko clusters of museums. The results of the empirical phase of the study were presented in chapter 4. Following a mixed methods research approach, the first component of the empirical phase involved in- depth interviews with the marketing managers of the museum clusters while the second component involved a survey of visitors to the clusters. The qualitative data was analysed by establishing themes which had emerged from the interviews with the marketing managers. The quantitative data was analysed using the SPSS programme. In order to establish the relationships between the variables, a factor analysis was conducted. In addition, T-tests and ANOVAs were also conducted. The factor analysis produced three factors namely, factor 1: Above-the-line media, factor 2: Internal and external marketing and factor 3: Marketing public relations. The t-test and ANOVAs revealed that the respondents across age, province of residence, visitor retention and educational level rate service messages the most highly of all the IMC messages. On the whole, the empirical study revealed that both the participants and the respondents share the same views on what should be done in terms of the planned, unplanned, service and product messages of museums to ensure message consistency and maximum communication impact. The structural equation modelling indicated the interrelatedness of the various messages as well as their influence on one another. The fourth objective was to develop and present an integrated marketing communication framework for the Ditsong and Iziko museum clusters. This objective was realised in chapter five. The framework was informed by both the literature review and the empirical study. As regards the literature review the framework differs from some other works on IMC in that an attempt was made to align the framework to IMC message typology in its entirety. With regard to the empirical study, the IMC programme phase of the framework incorporates the recommendations of the respondents. It is hoped that the framework will empower the museums both to ensure message consistency and to maximise communication impact in spite of the divergent message needs of their multiple stakeholders. / Thesis (PhD (Tourism Management))--North-West University, Potchefstroom Campus, 2013.

La presente investigación analiza cuáles son las herramientas que las organizaciones del sector tecnología gestionan y su funcionalidad como parte de la comunicación interna para brindar una propuesta de valor, con la finalidad de evitar la constante rotación de los colaboradores. Desde la perspectiva del paradigma interpretativo, se optó por un enfoque cualitativo bajo el diseño fenomenológico, el cual permitirá analizar la experiencia del proceso comunicacional en las organizaciones con 15 representantes del área de comunicaciones, recursos humanos y/o gerencia general. / This research analyzes which are the tools that organizations in the technology sector manage and their functionality as part of internal communication to provide a value proposition, in order to avoid constant employee turnover. From the perspective of the interpretive paradigm, a qualitative approach was chosen under the phenomenological design, which allowed analyzing the experience of the communication process in organizations with 15 representatives from the area of ​​communications, human resources and/or general management. / Trabajo de investigación