Resumen:
The purpose of the following Final Integrated Work is to potentiate HBO’s Latinamerican
development by designing a tailored Public Relations campaign which seeks to seal the
gap between the organization's practices and the stakeholders’ expectations.
We have carried out an exhaustive and detailed analysis about HBO, contemplating
elements inherent to HBO (history, identity, philosophy, culture, policies,
communication, etcetera.), essential to the industry and environment by employing
matrices as Boston Consulting Group, PESTEL, Ansoff matrix and more; And the
relationship and link HBO beholds with its publics, based on relevant variables,
models, indicators including even our matrix.
The combination of the three factors to be investigated allowed us to visualize the
intricacies that HBO faces with its publics of interest, which then enabled us to select
those with the most influential impact on HBO and thus address them through a
personalized PR Plan, which not only responds to the company's challenges but also
adapts to the current global and local context.
Key words: HBO, Public Relations, campaign, stakeholders, identity, philosophy,
culture, policies, communication, issues, industry, matrices, Boston Consulting Group,
PESTEL, Ansoff matrix, publics.
