La planeación de medios: del presupuesto económico al presupuesto informativo

The plan of medias is a navigation chart, a binnacle, a directrix for the work of a publicist as well as for that of a corporative journalist, all depending on the application done of this tool. In publicity, the plan determines the investment to efficiently distribute the economical budget with which the guideline in the media is to be paid. In corporative journalism, the information is budgeted, it becomes profitable even in monetary terms. Obviously, in economy with crises or with signs of instabilities, this latter option proves to be more appropriate for many of the organizations, above ali, when long-term results on image and reputation are pretended.

• Fecha de publicación: 2003
• Institución: Universidad de Medellín
• Repositorio: Repositorio UDEM
• Idioma: spa
• OAI Identifier: oai:repository.udem.edu.co:11407/1437
• Acceso en línea: http://revistas.udem.edu.co/index.php/anagramas/article/view/1232; http://hdl.handle.net/11407/1437
• Palabra clave: Periodismo corporativo; Plan de medios; Comunicación empresarial; periodistas; Manejo de la información en las empresas
• License: http://creativecommons.org/licenses/by-nc-sa/4.0/