From Corporative Source to Digital Newspaper: Adaptation of Corporate Communications to Internet, the Case of Valencia

Abstract

Public and private corporations use their websites to inform the public potentially linked to their activity and production, and also to interact with the public through the tools provided by the Web 2.0. For this last purpose, they use the areas known generically as Virtual Press Rooms (VPR), which have become online newspapers. This is a new kind of media for public and private entities that may constitute a real alternative to traditional media. Until now, these corporations have served as intermediaries with society.

The use of these new tools has helped to develop the new strategy of Integrated Corporate Social Communication, in which both traditional media and direct relationship with the audience through social media are contemplated. This article shows a model of operation of this new strategy, based on the analysis of forty public and private corporations of Valencia.