Artículos de Palabra Clave · 2025

Las redes sociales como herramienta de relaciones públicas en las instituciones autonómicas: veracidad institucional en el mundo de la desinformación

Resumen

In a context where misinformation has flooded our society¿particularly through its spread on social media¿the strategic use of these platforms within the discipline of public relations by public institutions can engage citizens and position them as a trusted source of truth. This study examines how Spain¿s regional institutions use social media, highlighting the predominance of the public information model in institutional communication. The findings reveal a largely one-way flow of communication, lacking the symmetrical bidirectionality that would enable both institutions and citizens to engage in meaningful dialogue, fostering mutual influence and deeper understanding. Such an approach could enhance the visibility of institutional profiles among the public and, consequently, strengthen their influence in contexts where external misinformation may arise.