The application of protocol, communication and institutional relations in the local sphere:

the case of Calvià Town Hall

Abstract

Public institutions have the task of responding to the needs demanded by society, without appealing to the political parties that govern them. Of all of them, local corporations are the closest to citizens due to the proximity between the institution and public spaces. For this reason, the image they emit must be very careful and, furthermore, have a purpose, not only to transmit a message but also to combine with it the culture, customs and contexts with which they coexist and manage to occupy the common social imaginary that resides in the citizens. The aim of this work is to investigate the importance of transmitting the message and the image conveyed by local public institutions to their citizens through the organization of events, taking on greater importance in the application of protocol, institutional relations and communication. Following a qualitative approach methodology, it has been decided to carry out a comparison of homogeneous events that allow us to discern which are the outstanding aspects that intervene in the transmission of the message depending on the context, scenography, attendees and citizens.