The award ceremony of the Princess of Asturias Awards and the theory of public relations: the organization of acts as a management technique for communication in institutions

Abstract

Public relations should be conceived as a process of managing relationships at the service of communication management of corporations and institutions. In this context, the main objective of this work is to analyze the Ceremony of delivery of the Prizes Princess of Asturias as a specific technique of institutional public relations oriented to the legitimation and notoriety of the Royal House and the successive Heirs to the Crown before the, national and international, public opinion, transferring the image of continuity and democratic normality. In order to achieve this main objective, this work makes a theoretical revision based on the use of secondary data sources, mainly bibliographic and archival. The results show usefulness of the organization of acts as a tool for public opinion management to disseminate and disseminate relevant institutional messages in each historical moment.