Desarrollo e implementación de un Podcast como herramienta de comunicación, para el fortalecimiento de la reputación de una agencia de relaciones públicas en Ecuador

Abstract

The development and implementation of a podcast as a communication tool for strengthening the reputation of the PUMARES public relations agency in Ecuador is presented as an effective strategy in a digitalized and interconnected environment. It is essential to create high-quality content that highlights the agency's expertise and knowledge in the field of public relations. Thus, PR Break is born. To achieve this, it is necessary to identify and understand the target audience, segmenting it into two relevant profiles: the "Newly Pro" and the "Big Pro." The "Newly Pro" profile consists of young individuals aged 18 to 27, who are interested in learning and being entertained through podcasts. On the other hand, the "Big Pro" profile comprises young adults aged 28 to 37, motivated to stay updated with the latest news and expand their knowledge. The podcast's content aims to address relevant topics in the field of public relations, such as communication trends, while adapting to the interests and preferences of both profiles. Additionally, a communication strategy is proposed to integrate online and offline spaces in order to reach the target audience. This includes leveraging social media platforms and other communication channels, as well as seeking strategic partnerships with actors in the public relations industry in Guayaquil. Keywords: PUBLIC RELATIONS, PODCASTING, REPUTATION, STRATEGY, COMMUNICATION, TRANSMEDIA, DIGITAL COMMUNITY, DIFFUSION, POSITIONING, STORYTELLING.