Las relaciones con la prensa en el entorno digital. Nuevas prácticas y herramientas

The new paradigm in horizontal communication and dialogue with audiences, together with technological development and the spread of digital and multimedia tools, have not only had a big impact but also reformulated the management of communication Professionals and, as a result, in the areas of communication companies, organizations and institutions. These facts have deep implications in the profile of communication professionals and in the way in which they carry out specific managements that emerge from the area, such as the management of Media Relations and the Media.In recent years, there appeared some elements to take into account, since they determineand feature the new dynamics in which this management and link-up are developed, which are:immediacy, the synthesis of content which precedes all information delivery, the prevalence of image to text, new resources such as infographics, videos, links and connections between different social networks. Thus, new media formats are added to traditional messaging platforms which are intended to provide information of the company, organization or institution to journalists swiftly and according to the current environment. We are talking about new dynamics, logics, tools and platforms which do not replace the previous ones but are integrated in a distinct, unique and current mixture as befits a time in full deployment. Thus, in this context, let´s take into account certain considerations when circulating information to the press: 1) it is a time characterized by information surplus; 2) attention is divided over multiple screens and mobile devices; 3) the paradox likes inthe fact that consumption is rationed to everything which, in a few seconds is capable of catching attention and telling a story; 4) a story that can be possibly reduced to an image or to a high impact audiovisual format including additional material in other related digital formats, integrated into a multimedia platform, and 5) abilities and skills linked to digital design and new technologies such as aptitude to interpret and follow new trends in content on social network are required.Within this framework, communicators find a new challenge: learning to manage communication and transmit messages to the press with a new model that presents new variables in an ever-changing context. In this way, we are introduced to new elements that rethink the practices and the tools traditionally used in the management of Media Relations and the Media. The goal of the present research work was to revise, gather and introduce these new modes and options of tools to transmit informationto this key audience, because of the scope and visibility that it provides to the messages of the company or organization.