Revistes Catalanes amb Accés Obert (RACO)

El mentoring, práctica necesaria en las consultoras de comunicación y relaciones públicas

Juan Pedro Molina Cañabate

Resum


A recurrent critic that journalists do about public relations consultants is that they don’t know Journalism codes. PR Consultants send a great number of press releases, organize press conferences and interviews, but trying to publicize informations closer to Advertising that Journalism. The heart of the matter of this complex problem is in the relation between consultant and client, but It’s possible to find out a solution if we make a change in actual consultants profile: younger than thirty, without experience in media, don’t knowing that journalist needs. Mentoring (the relation between an expert or senior and a beginner worker to transmit him knowledge) is the solution to this problem. This article will explain which are the best forms of mentoring for PR and Communication agencies.

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