Este estudio examina la interdependencia entre relaciones públicas e inteligencia estratégica en el contexto digital, explorando la transdisciplinariedad de sus áreas de especialización.

Su objetivo principal es verificar las sinergias entre sus corpus académicos para maximizar el impacto de los proyectos relacionales de las organizaciones con sus stakeholders. Para lograrlo, aplica un análisis bibliométrico de la información científica publicada en revistas de impacto internacional indexadas en Scopus (2006 - 2021).

Sus hallazgos se publican en este artículo en castellano de Interciencia, "Relaciones públicas contemporáneas e inteligencia estratégica. Un estudio transdisciplinar desde las áreas de especialización" (2023), que retrata este nuevo campo de investigación interdisciplinar emergente, llamado a convertirse en una oportunidad para el avance científico de las relaciones públicas contemporáneas y su aplicación estratégica en las organizaciones. 

Abstract

Public relations represents a set of processes to create mutually beneficial relationships, links and strategic alliances between organizations and publics. This strategic role of contemporary public relations is based on strategic intelligence, from the interdependence of public relations with a digital environment. Through this study, a reconceptualization of the discipline is carried out, and its main objective is to verify the relevance and convergence of the connection between the academic corpus of Public Relations and Strategic Intelligence to maximize the impact of relational projects of organizations with their stakeholders. To this end, a bibliometric study is designed based on scientific information in international impact journals indexed in Scopus, during the period 2006-2021. The results conclude that the connection between Public Relations and Strategic Intelligence in scientific production is emerging and pertinent, and a field is identified and relevant, and an interdisciplinary research field is identified, as a preliminary phase, which constitutes an opportunity for the scientific advancement of public relations and its strategic application in organizations.

Es un hecho que la era digital está transformando de raíz la información, la comunicación y la manera de relacionarnos. Más, si pensamos en la esfera pública y todo lo que está acelerando esta pandemia global. 

Este trabajo explora cuáles son los procesos disruptivos que están transformando las relaciones públicas en el universo 4.0 y su conexión con la inteligencia estratégica. Dos disciplinas aparentemente dispares pero con mucho en común. 

De momento, Public Relations Review publica el artículo "Engaging universe 4.0: The case for forming a public relations-strategic intelligence hybrid". El principio de los resultados de una amplia investigación transdisciplinar que está por llegar. 

Abstract

In this article we follow a range of significant academics, practitioners and policy makers in highlighting the need to engage with the disruptive digital transformation of the fourth industrial revolution. Often called universe 4.0, this is an economy based on data that dilutes, in an unprecedented fashion, the boundaries between the physical, biological and digital world in all spheres of society. In having to face up to the uncertainty, complexity and speed associated with this global challenge, organisations of all kinds will be impelled to rethink future skills, jobs and business models. We focus on how this uncertain situation affects public relations. We suggest that the resulting paradoxes and controversies become an opportunity to research and reflect on the past and present of our discipline and redirect attention to the processes, strategies, and tools of intervention required for improved contemporary and future effectiveness. This present study analyses universe 4.0 processes affecting both the practice and the social function of public relations and argues for close linkages with multidimensional strategic intelligences and disruptive technologies based on artificial intelligence. It also involves conducting exploratory qualitative research based on a bibliometric analysis of specialised literature; undertaking content analysis via computational linguistics techniques; and applying Delphi methodology to consider public relations in universe 4.0. Our findings suggest not only that strategic intelligence is under researched in our field, but that a more developed public relations intelligence capable of adapting to universe 4.0 needs to be a hybrid of existing public relations and contemporary strategic intelligence.

Keywords: 

Public relations, Strategic intelligence, Universe 4.0, Disruption, Engagement, Hybridity.

Sigue leyendo en >>> Public Relations Review

Repensar las Relaciones Públicas en el actual contexto tecnológico ha sido siempre una de nuestras principales motivaciones. Sin embargo, pensar en Wicked Problems nos permite dar un paso más para reflexionar a partir de las contradicciones y controversias que hoy caracterizan a muchos problemas de comunicación en la esfera pública.

Los wicked problems emergen como problemas complejos con efectos perversos que afectan a todos los componentes de un sistema social, superando la dimensión de intervención de una organización para convertirse en desafíos socio-económicos compartidos sin precedentes.

La disrupción tecnológica actual unida a la necesidad de construir puentes de comprensión entre la ciencia, la tecnología y la sociedad son solo algunos ejemplos de estos desafíos. Un reto que exploramos en este trabajo de investigación con el objetivo de reflexionar sobre la teoría de Relaciones Públicas desde una perspectiva transdisciplinar, crítica y sustentada en su praxis.

Public Relations Review publica el artículo "The transference of theoretical models to productive transdisciplinary intersections in public relations management: Eight case studies addressing wicked problems"con todos los detalles de esta investigación.

This work aims at offering a trans-disciplinary, critical and realistic perspective of the intervention of Public Relations (PR) in Wicked Problems (WP). WPs are complex problems with perverse effects on social issues which affect all the components of the socio-economic system: public and private organizations, their stakeholders and citizens. First, we deeply review the academic literature for analysing the controversy between rhetoric and realistic approaches in WPs management. Later, we present a set of real-world experiences developed from the humble intelligence of PR. In these cases, PR play an important role both, as facilitators of the dialogue between knowledges and ignorances, and by enabling the participation of involved actors, including, in some cases, undergraduate students in PR.

Vivimos tiempos disruptivos donde la tecnología está transformando nuestro día a día profesional. Cada vez más, organizaciones de cualquier tipo requieren de información valiosa para fortalecer sus estrategias de innovación y relación con el entorno, aumentando las necesidades de inteligencia y convirtiendo la gestión relacional en un factor clave para el éxito empresarial.

Explorar estas disciplinas, Relaciones Públicas e Inteligencia Estratégica, analizar qué tienen en común y cómo pueden reforzarse en el actual contexto tecnológico es el reto que llevamos trabajando este último tiempo.

Scientometrics publica el artículo: Bibliometric analysis to identify an emerging research area: Public Relations Intelligence - a challenge to strengthen technological observatories in the networking society. Este relata la revisión sistemática y el análisis bibliométrico que hemos desarrollado entre ambas disciplinas, atendiendo a los principales artículos publicados en revistas internacionales de alto impacto y que evidencian la existencia de un campo de investigación emergente entre Relaciones Públicas e Inteligencia Estratégica en la Sociedad Red.

Nowadays within the global economy, organizations of all kinds require strategic information to ensure that their decision making is competitive in uncertain complex environments. This is a key factor for knowledge-intensive companies insofar as this has an impact on their capacity to anticipate, influence and collaborate. Specialized literature is beginning to connect two disciplines such as strategic intelligence and public relations from an enterprise management approach, proposing concepts such as “Public Relations Intelligence”. This paper aims to explore their research areas using bibliometric analysis to uncover how those disciplines evolve in order to propose future research fronts relating to technological observatories. Firstly, a systematic review was carried out to identify and systematize available scientific information between 2006 and 2016 in publications with international impact from common topics. Secondly, it employed bibliometric analysis based on patterns of co-citation and the co-occurrence of keywords to focus on assessing impact and maturity. The main findings suggest that there is an already potential emerging research field between strategic intelligence and public relations which is highlighting common topics such as strategy, issue management, reputation and the American countries-territories being the dominant literature. This work provides evidence to claim a need to foster the conditions for consolidation of this field as a topic of research and it might well be a valuable opportunity to enhance technological observatories in the networked society.