Abstract

In the context of the socioeconomic crisis of recent years in Spain, in which NGOs and social movements have had to face significant communication challenges and opportunities, this paper analyzes the case of Las Kellys, the organization of hotel maids created in 2016, which has used storytelling in its Public Relations actions with the media to successfully transfer to society its claims to improve its labor rights. A qualitative and quantitative methodology has been combined to evaluate the communication tools used and the impact of their actions, making useful contributions to maximize the communicative effectiveness of other organizations, especially NGOs, through first person narratives, with a close and colloquial language full of authenticity.