Fundamentals of public relations: the case of corporate events

In today's society, with a saturated brands, products and visual stimuli market, organizations are committed to the communicative effectiveness of events that allow them to interact with their audiences directly, without intermediaries, to dialogue, to know and be known. This mutual and direct acquaintance crystallizes in strengthening corporate image and reputation enhancement. In this article we review the scientific literature on the fundamentals of public relations (Arceo, 1988; Castillo, 2004; Cutlip et. al, 2001; Xifra, 2006) as a conceptual basis on which corporate events are incardinated organizations promoted to convey to their audiences (Miguez, 2007) the values of the organization (Campos et. al, 2013;. Herrero et. al, 2010;. Otero, 2006, 2009; Xifra et. al, 2009), in order to favor positive corporate image and enhance a good reputation (Capriotti, 1992, 1999a, 1999b, 2009; Costa, 2003).