Abstract

The economic crisis has led to a drastic reduction in the funding granted by the public administrations to NGOs, which have also lost part of the social trust that they have enjoyed for decades. But there is another way to contribute more funding and legitimacy to these organizations, and this way is based on transparency and accountability. This research aims to determine if the Third Sector of Social Action (TSAS) is encouraging the participation of new digital citizens through public information based on the accountability and the transparency culture. For this purpose, we performed a content analysis on the social networks used by these entities in order to determine if they had taken advantage of the opportunities to be accountable for their activities, which can result in greater citizen participation and involvement in solidarity action.

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.