Public Relations and Startups in Andalusia

Analysis of their activity with a gender perspective

Authors

DOI:

https://doi.org/10.5783/revrrpp.v14i28.878

Keywords:

public relations, strategic communication, gender perspective, women's entrepreneurship, startups

Abstract

Effective PR management is considered essential in the first years of a startup's life, as it contributes to its viability and sustainability through strategic communication planning. The overall objective of this study is to analyze the startup landscape in Andalusia, Spain, with a special focus on the Public Relations (PR) strategies of women-led companies. Secondary objectives include: 1) To identify trends in female entrepreneurship in Andalusia and their relationship with PR; 2) To analyze the professional profile of women in PR roles in Andalusian startups; and 3) To propose communication strategies aimed at attracting clients and investors. The methodology combines a systematic literature review and a bibliometric analysis with data from Web of Science and VOSviewer, together with a questionnaire applied to 31 Andalusian startups. This approach allowed to analyse patterns in PR management and female representation. The findings show an increase in citations of articles on female entrepreneurship, highlighting the provinces of Malaga and Seville, which account for 61% of entrepreneurial initiatives in the region. Improving policies in these areas could boost businesses performance and the growth of new companies. In addition, the results reveal a growth in female leadership, although it still faces challenges, such as under-representation in senior positions. Key strategies include the use of social media, educational content and collaborations with influencers, which are essential to improve visibility and attract investors. This study highlights the need to strengthen PR in startups, professionalise its management and promote female leadership to foster sustainability and competitiveness in a dynamic environment.

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Author Biographies

Dolores Rando-Cueto, Universidad Internacional de Valencia / Universidad de Málaga

Profesora en la Universidad Internacional de Valencia y en el Departamento de Administración de Empresas de la Universidad de Málaga. 

Ainhoa del Pino Rodríguez-Vera, Universidad de Málaga

Investigadora en el Departamento de Comunicación Audiovisual y Publicidad de la Universidad de Málaga. 

Carlos de las Heras-Pedrosa, Universidad de Málaga

Catedrático en el Departamento de Comunicación Audiovisual y Publicidad de la Universidad de Málaga

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Published

2024-12-26

How to Cite

Rando-Cueto, D., Rodríguez-Vera, A. del P., & de las Heras-Pedrosa, C. (2024). Public Relations and Startups in Andalusia : Analysis of their activity with a gender perspective. International Journal of Public Relations, 14(28), 105–132. https://doi.org/10.5783/revrrpp.v14i28.878

Issue

Vol. 14 No. 28 (2024): Public Relations in the face of the global challenge of climate change (July-December)

Section

MONOGRAPHIC: PUBLIC RELATIONS IN THE FACE OF THE GLOBAL CHALLENGE OF CLIMATE CHANGE

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Copyright (c) 2024 Dolores Rando-Cueto, Ainhoa del Pino Rodríguez-Vera, Carlos de las Heras Pedrosa

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