Public Relations and the Fundraising professional in the Cultural Heritage Industry: a study of Spain and Mexico / Las relaciones públicas y el profesional de la captación de fondos en la industria del patrimonio cultural: un estudio de España y México
DOI:
https://doi.org/10.5783/revrrpp.v11i21.698Keywords:
Sustainability, fundraising, public relations, heritage management, local development, public relations professionalAbstract
Abstract
The present research aims to understand the current situation of strategic communication and public relations applied in the professional field of fundraising in the cultural heritage environment. It observes the current patterns used in the sector to obtain and generate long-term sustainable funding, through the stimulation of investors and International Cooperation projects from the European Union in line with UNESCO.
Two international case studies are compared: Spain and Mexico, through the selection of territorial samples in Malaga and San Luis Potosi. The methodology used is based on a combination of in-depth interviews with key informants and content analysis. In the first instance, the degree of application of communication and public relations tools for strategic purposes to directly attract economic resources to the management of cultural heritage (tangible and intangible) in the region is studied. In line with the results obtained, the current parameters and key indicators of the profile of the fundraising professional in public and private cultural management are presented.
Keywords: Sustainability, fundraising, public relations, heritage management; local development.
Resumen
La presente investigación tiene como objetivo conocer la situación actual de la comunicación estratégica y relaciones públicas aplicadas en el ámbito profesional de la captación de fondos en el entorno del patrimonio cultural. Se observan los patrones actuales empleados en el sector para obtener y generar financiación sostenible a largo plazo, mediante el estímulo de inversores y proyectos de Cooperación Internacional provenientes de la Unión Europea en consonancia con la UNESCO.
Se comparan dos casos de estudio internacionales: España y México, a través de la selección de muestras territoriales en Málaga y en San Luis Potosí. La metodológica empleada se basa en la combinación de entrevistas en profundidad con informantes clave y análisis de contenido. Se estudia en primera instancia el grado de aplicación de herramientas de comunicación y relaciones públicas con fines estratégicos para atraer de forma directa recursos económicos a la gestión del patrimonio cultural (tangible e intangible) de la región. En línea con los resultados obtenidos se presentan los parámetros actuales e indicadores clave del perfil del profesional del fundraising en la gestión cultural pública y privada.
Palabras clave: sostenibilidad, fundraising, relaciones públicas, gestión patrimonial, desarrollo local.
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