Abstract

This paper analyzes communication management in Spanish public universities by interviewing communication directors of these institutions. Results show that, in addition to the shortcomings identified in the management of communications in public universities, which undermines the achievement of the exact marketing objective, the diffusional model is dominant, playing a negative influencing role. The diffusional model obscures other alternative models that would show more democratic institutions.

Abstract

The Infoparticipa methodology was introduced in 2012 to achieve improvements in the transparency of public administration in Spain, supplementing the lack of legislation in this regard. In 2015, the evaluation indicators were adapted, taking into account the obligations regulated by the Spanish and Catalan transparency laws. The entry into force of both laws in December 2015 should have achieved a change in the quantity and quality of information that local public administrations publish on their websites. However, the data corresponding to the evaluations of the municipalities of Catalonia in 2015 and 2016 do not provide evidence in favour of this hypothesis. Although the last assessment is more demanding, both quantitatively and qualitatively, the comparison of the results shows that despite the time granted to municipalities to adjust to the law, the information they provide to citizens is still insufficient in many cases.

Abstract

The aim of this research is to determine whether web pages and portals aimed at municipal transparency are in fact used as public relations tools directed at liaison with local stakeholders. The study focuses on the municipalities of the Autonomous Community of Valencia, using a methodology based on the InfoParticipa map via a content and regression analysis. Five main models of transparency web pages and portals were identified in this study, all showing, in general, a low level of compliance with transparency and participation indicators. The online site, although the most heavily used by the municipalities, was the model with the lowest levels of compliance. Separate websites or website sections, the model most widely used by municipalities with more than 50,000 inhabitants, greatly favor relations with citizens and local associations. In contrast, the media and participatory bodies are the stakeholders that are less well addressed from the perspective of public relations in the transparency web pages and portals adopting all the models. The results obtained by linear regression analysis show that independent websites and website sections are significant for the whole dataset. Nevertheless, for small municipalities, independent websites and the Diputación (provincial government) template are the most significant models. The latter model provides the opportunity to address stakeholder relationships for small municipalities that cannot afford to draw up their own designs.