摘要：This study centers on an organizational strategy in relation to media in order to manage tacit knowledge because it is becoming one of the main tasks of every competitive organization in our current era. It focuses on the Expert Guide, a service that allows journalists to localize and establish direct contact with the researchers of an organization in an autonomous manner, which promotes the visibility and image of brands. This is a tool that acquires maximum importance for journalists in an age characterized by immediacy when contacting reliable sources. The task undertaken by the University of Navarra to create its printed and digital format is investigated. The methodology uses historiographical research techniques, interviewing the oral sources that participated in the researched event, contrasting this data with documentaries and testimonials, and gathering historic archives and webpages. The results identify two methods to manage it in both formats, and diverse techniques to educate the experts in strategies to disclose their knowledge to the journalists that request it. It concludes by providing pioneer data about this communicational strategy in the Spanish university environment, whose documentary management systems can be currently replicated in other institutions.
关键词：organizational communication;expert guide;scientific disclosure;university;methods of communication;comunicación organizacional;guía de expertos;divulgación científica;universidad;medios de comunicación
