Comunication cabinet in the Institutions

The case of House of HM the King

Abstract

In today's society, Public Institutions must convey a solid, credible and coherent image and for this reason they develop communication campaigns of a different nature and objectives as a means of relating to citizens (De las Heras, Ruiz Mora and Paniagua-Rojano, 2018: Sixty-five). Almansa (2005:131) explains that tasks such as relations with the environment and the community, institutional relations are "tasks typical of public relations that make up the daily work of the current communication office." The objective of this article is to analyze whether the Communications Office of the Royal House has proactively segmented citizens and assigned the management of different official acts to each of its members. Two periods of the two Headquarters of State have been chosen, represented by King Juan Carlos I (2011-12) and King Felipe VI (2021-22) in order to establish a comparison in the management of their publics. We have analyzed the number of official public acts of each member of the Royal Family collected through www.casareal.es through an analysis sheet with the variables: member of the Royal Family, number of acts, type or nature of the acts. In total, 1,376 official acts have been analysed. This analysis has been carried out with an in-depth interview with D. Javier Ayuso, ex Director of communication at the House of HM the King. As main results, the head of state is focused on acts of an institutional, business, defense and international relations nature, the queen on cultural, solidarity and health acts and the Infantas training and innovation and sport. The Communications Office of the Royal House configures a kind of Agenda Setting to transfer a close and solid image of the Institution to its audiences and tries to achieve their acceptance.