User:CiroGar/Resumen de prensa

The press summary is the result of the activity of selecting the articles or press clippings in which a certain company appears in the form of news. The word in English is called clipping or press clipping, and its translation into Catalan is cutout or press summary.

Currently and in full evolution of the era of the information society, the clipping or press summary is no longer only found on paper, but also digitized. With the development of the Internet and the appearance of the blog phenomenon, the importance of this communicative action has increased.

Prior to the appearance of the internet, the control of these parameters was less decisive in organizations, but according to studies from several American universities, the press summary is nowadays one of the main tasks of departments and companies of communication

Importance of organizations
For Stuart Finlay, "the Blog phenomenon has caused the Internet to value the opinion that a customer has had about the use of your product more than your own official website, simply because this Blog receives an enormous number of visits every day". That is why organizations invest in acquiring control over all this voluntary information that appears on the web and that affects the purchase decision of many customers.

Lourdes Carrasco, expert in Public Relations at the consulting firm Clipping RRPP, states that "Clipping's work has grown exponentially in volume by virtue of the Internet, but it has also grown in qualitative importance, because on the Internet the brand can appear associated with undesirable terms".

Real value of press summary in companies
Mariola García Uceda, in her book Las claves de la publicidad, states that "the real value of the image of a company is an impalpable of it". However, the press summary can help trace and quantify the price of a brand in the market.

Every press appearance comes at a price: news is not the same as an advertisement; It also occupies time in television and radio, space in the press and Internet ... That is why organizations focus their efforts on public relations as an engine capable of generating appearances in the media.

The press clipping, as a collector of all these appearances, makes it possible to match their figure on the advertising rate and, therefore, calculate the monetary value of the appearance. However, there are added values related to not being an advertisement, but news.

From academic circles, the advertising background that the citizen has is pointed out as an obstacle to advertising, compared to the news written by the journalist; It is supposed to appear before the citizen related to progress, truthfulness, the right to information, freedom of expression...