期刊名称：Trípodos. Facultat de Comunicació Blanquerna.
印刷版ISSN：2340-5007
出版年度：2020
卷号：47
期号：1
页码：155-170
语种：English
出版社：Facultat de Comunicació Blanquerna URL
摘要：This article presents the results of a study carried out using data provided by professionals responsible for planning and executing communication strategies for 30 leading companies involved in the digital economy of Barcelona, site of the Mobile World Congress technological trade show, which was cancelled in 2020 due to the COVID-19 health crisis. The results of the study, carried out electronically from 1–15 April 2020, show that 77% of the technology companies that participated in the study changed their strategic communication planning during the first month of the state of alarm declared by the Spanish government on 14 March 2020. In 73% of cases, the strategy was proactive, although with a new orientation. The resulting mix of actions included preparing and disseminating digital content, sending press releases, organising digital events, generating internal communication and, to a lesser extent, advertising, following a strategy that combined 60% of owned media, 27% of earned media, and 13% of paid media. During the first month of the state of alarm in response to COVID-19, social media was the main communication channel for the digital companies that participated in the study, compared to print media, television, and radio. 30% of these communication actions used newsjacking techniques, tying their messages to the current situation of the pandemic.
关键词：newsjacking; event organisation; content marketing; public relations; crisis communication; social media; digital communication
