Investigación de los públicos en los modelos de la planificación estratégica de comunicación

Studying publics is key for organizations to plan and manage communication with these groups through empirical data. The main objective of this article is to identify how publics are analyzed in the first stage of strategic communication planning models. The results reveal that publics appear in the research stage, although the study of these groups is developed in different ways. The study was carried out through content analysis of the strategic communication planning models compiled by Marca (2017) based on the audit criteria systematized by Cuenca (2017). It does not recognize neither a predominant procedure applied to the analysis of publics nor a global study of them.