Utilización de la nota de prensa para comunicar campañas institucionales

Abstract

It is not  enough  to show the  resufts  of the advertlsing  communication -the  TV spot-  but  it becomes  indispensable  to  transfer  to  the  public  opinion  other   subjective or economic informatlon. In  that sense it seems interesting to analyze the Press Release that Public Administrations send to  the  media  in the  campaign's  presentation, looking  for  the in/tia/ reasons that  have lnduced them to carry out the campaign, the persuasive objectives and the prospective benefit of this action.