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Astete, L., Finocchiaro, F. (2022). Plan de comunicación externa para Repsol [Universidad de Lima]. https://hdl.handle.net/20.500.12724/16178
Astete, L., Finocchiaro, F. Plan de comunicación externa para Repsol []. PE: Universidad de Lima; 2022. https://hdl.handle.net/20.500.12724/16178
@misc{renati/1442941,
title = "Plan de comunicación externa para Repsol",
author = "Finocchiaro Salas, Fabiana",
publisher = "Universidad de Lima",
year = "2022"
}
Title: Plan de comunicación externa para Repsol
Keywords: Communication in organizations; Crisis management; Corporate image; Strategic planning; Social responsibility of business; Liability for environmental damages; Comunicación organizacional; Gestión de crisis; Imagen corporativa; Planeamiento estratégico; Responsabilidad por daños al medio ambiente; Responsabilidad social de la empresa
OCDE field: https://purl.org/pe-repo/ocde/ford#5.08.00
Issue Date: 2022
Institution: Universidad de Lima
Abstract: Repsol, con presencia en Perú por más de dos décadas, es el líder del sector hidrocarburos. En el 2017 y 2018 Repsol fue reconocida como Empresa Socialmente Responsable y destacada en el ranking Merco como líder en la categoría petróleo. Sin embargo, a inicios del 2022 luego de un derrame de petróleo en la costa limeña, la empresa vio afectada su reputación e imagen a consecuencia del mal manejo de crisis y comunicación hacia la sociedad.
Por ello, el presente plan de comunicación externa tiene como objetivo recuperar la confianza de sus principales stakeholders y su posición como empresa socialmente responsable. Se basa en una estrategia de comunicación híbrida utilizando las principales redes sociales de la compañía como medio de difusión, así como acciones presenciales en contacto con la comunidad afectada y clientes. Además, plantea acciones adecuadas según el perfil y necesidad de cada grupo de interés con los que se trabajará.
Repsol has been the leader in the hydrocarbon industry in Peru for more than two decades. In 2017 and 2018 Repsol was recognized as a Socially Responsible company and highlighted in the Merco ranking as leader in the oil category. However, at the beginning of 2022, after an oil spill on the Lima coast, the company's reputation and image were affected as a result of poor crisis management and lack of communication with society. For this reason, the following external communication plan aims to regain the trust of the main stakeholders and its positioning as a socially responsible company. It is based on a hybrid communication strategy using the main social networks of the company, as well as face-to-face actions in contact with the community and clients. In addition, it proposes appropriate actions according to the profile and needs of each stakeholder with whom to work.
Repsol has been the leader in the hydrocarbon industry in Peru for more than two decades. In 2017 and 2018 Repsol was recognized as a Socially Responsible company and highlighted in the Merco ranking as leader in the oil category. However, at the beginning of 2022, after an oil spill on the Lima coast, the company's reputation and image were affected as a result of poor crisis management and lack of communication with society. For this reason, the following external communication plan aims to regain the trust of the main stakeholders and its positioning as a socially responsible company. It is based on a hybrid communication strategy using the main social networks of the company, as well as face-to-face actions in contact with the community and clients. In addition, it proposes appropriate actions according to the profile and needs of each stakeholder with whom to work.
Link to repository: https://hdl.handle.net/20.500.12724/16178
Discipline: Comunicación
Grade or title grantor: Universidad de Lima. Facultad de Comunicación.
Grade or title: Licenciado en Comunicación
Juror: Llontop Gómez, Mónica; Santillán Vásquez, Manuel; Sheen Merino, Rosario
Register date: 13-Jul-2022
This item is licensed under a Creative Commons License