Public relations and the real estate sector.

New digital communication strategies

Authors

DOI:

https://doi.org/10.25029/od.2017.176.15

Keywords:

Real estate, TIC, strategy, communication, digital

Abstract

 

We present the results of an analysis of a sample of real estate communication tools developed since the rise of ICT, within the framework of strategic reconfiguration of internal communications. With increasing use of content management, mobile technology and social networks, we observed a change in the strategies and mechanisms for brand message transmission. Furthermore, a greater media presence of certain aspects of real estate consumption could give rise to a new demand-side paradigm. We aim to offer some reflections on these new modes of discourse and contribute to understanding their use in practice.

Author Biographies

Antonio Raúl Fernandez Rincon, Universidad de Murcia (Spain)

Degree in Advertising and Public Relations from the Complutense University of Madrid. Master in Advanced Communication from the University of Murcia. Associate professor in audiovisual communication and advertising at the University of Murcia.

Pedro Antonio Hellín Ortuño, Universidad de Murcia (Spain)

PhD in Communication from the University of Seville. Degree in Advertising and Public Relations from the Complutense University of Madrid. Master in Corporate Communication (UCM) and University Specialist in Analysis of Social Reality from the University of Alicante.

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Published

2018-09-01

How to Cite

Fernandez Rincon, A. R., & Hellín Ortuño, P. A. (2018). Public relations and the real estate sector.: New digital communication strategies. Obra Digital, (15), 31–49. https://doi.org/10.25029/od.2017.176.15

Issue

No. 15 (2018): Public relations and communication. Exploring opportunities in an interconnected world

Section

Monographic

License

Obra Digital uses a Creative Commons International licence 4.0 

Copyright for authors

Creative Commons.org Licenses 4.0