Metacommunication of Communication and Public Relations Agencies in Portugal
DOI:
https://doi.org/10.21664/2238-8869.2024v13i1.p303-316Keywords:
Meta communication, communication agencies, public relations agencies, social media, digital platformsAbstract
The research is based on the interest in finding out the degree of promotion and communication that the Communication and RR Agencies. PP make of themselves in the digital medium. The general objective is to analyze how the Communication and Public Relations Agencies in Portugal communicate online, that is, they present their services through digital communication platforms, checking if they carry out the communication task that they sell abroad with themselves, or what we call in this metacommunication article as a self-reference, giving new meaning to the concept itself. The study sample is chosen by selecting a total of 56 agencies distributed among the prominent members of APECOM, the Portuguese Association of Consulting Companies in Communication and Public Relations, and other selected agencies that are outside this association. For data collection, a methodological tool is prepared, a digital analysis sheet with the most relevant data from each of the selected platforms; both the website and the most popular social networks today: LinkedIn, Facebook, Instagram, Twitter, and YouTube. The results indicate that both the websites and social networks are not being used in their entirety, finding variations. The conclusion indicates that the agencies associated with APECOM have a greater exposure in some social networks and work their form of communication more actively.
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