The strategic management of the municipal information. Analysis of topics, its treatment and irruption in the Town hall of Elche (1995-2007)

Abstract

In the local context, the town halls like juridical organization of the municipality they must develop a sufficient management of the information that influences or can influence the condition of the citizens as administered. Not to do it in an effective way, he carries serious risks for his image, since they will be the own mass media across other informative sources (with interests opposed to those of the organization) those who, throwing messages of diverse nature, turn into process makers of formation of public opinion not controlled by the source object of information. In consequence, we can affirm that, inside the strategy of external communication of any public local organization, the function of major incident for his repercussion is the management of the informative relations. When the mass media put emphasis in certain topics or in certain aspects of the municipal matters, obviating others, they construct our social reality as citizens. This process of production of news must be controlled for the persons in charge of the communicative structures of the local authorities, implementing in his professional management tools of evaluation that they allow to establish, to reinforce, to modify or to reorientate the strategic informative policies sustained in the aims of the Institution.