Upload
ciudadania-y-territorio
View
215
Download
0
Embed Size (px)
Citation preview
7/29/2019 Modulo 2 Gestion de Prensa
http://slidepdf.com/reader/full/modulo-2-gestion-de-prensa 1/9
1./$+0&""$!1"$"/
!&1$/0&"9$"6$0$.+."/
/.+$"
/IhQ_["¶Â"]jQEQ<d<kj<sE]Zk[QE<G]GIdgI[h<
kg<EQ_[ÅP]g<h
$06$".
dgI[GIg<OI[Ig<g[]jQEQ<h<jg<pKhGIE]Zk[QE<G]hsd<kj<hGIdgI[h<
$06$//+$/
Â]ZdgI[GIgfkKIh[]jQEQ<
ÃdgI[GIg<GIhEkDgQgIYI[N]fkIZ>h[]jQEQ]h]GIk[PIEP]]IpI[j]
Ä/IgE<d<vGIgIG<Ej<gk[E]Zk[QE<G]GIdgI[h<
Å][]EIgE]Z]hIgIG<Ej<k[<d<kj<GIdgI[h<
Æ][]EIgIYIZI[j]hD>hQE]hGIOIhjQ_[GIdgI[h<sp]EIgS<
$"0"$/
ÂINQ[QEQ_[GIOK[Ig]hsN]gZ<j]hdIgQ]GShjQE]h
ÃINQ[QEQ_[GI[]jQEQ<sI[N]fkIGI[]jQEQ<
ÄINQ[QEQ_[GIE]Zk[QE<G]sd<kj<GIdgI[h<
Å.IG<EEQ_[sIhjgkEjkg<GIE]Zk[QE<G]sd<kj<GIdgI[h<
Æ][hIW]hdg>EjQE]hd<g<I[pQ<gE]Zk[QE<G]hsd<kj<h
ÆÂ][hIW]hdg>EjQE]hd<g<E]Zk[QE<ghIE][Y]hdIgQ]GQhj<h
!0$$$
rd]hQEQ_[jI_gQE<ÄÁZQ[kj]h
WIgEQEQ]hdg>EjQE]hÂP]g<sÄÁZQ[kj]h
7/29/2019 Modulo 2 Gestion de Prensa
http://slidepdf.com/reader/full/modulo-2-gestion-de-prensa 2/9
Â"]jQEQ<sI[N]fkI[]jQEQ]h]
1[< []jQEQ< Ih k[ PIEP] [kIp] gIEQI[jI s] Irjg<\] fkI YY<Z< Y< <jI[EQ_[ GI Y< dgI[h< s hI dkDYQE< E]Z
[]j< Ih GIEQg E]Z] k[ jIrj] DgIpI I Q[N]gZ<jQp] < GQNIgI[EQ< Z>h IpQGI[jI I[jgI k[< []jQEQ< s k
gId]gj<WI ] k[< Eg_[QE< Ih Y< IrjI[hQ_[ ¥Y< []jQEQ< [] hkdIg< Y]h Ä ZQY E<g<EjIgIh¦ s hI dkDYQE< IY ZQhZ] GS<
GIY]hPIEP]h]<YGS<hQOkQI[jI<Z>hj<gG<g
pIEIh k[ PIEP] ]EkggQG] d]g IWIZdY] P<EI k[< hIZ<[< dkIGI E]ZI[j<ghI ] GIhEgQDQghI I[ k[< []jQEQ
dIg] Ih] hkEIGI h_Y] hQ IY PIEP] ]gQOQ[<Y hI jg<[hN]gZ< I[ k[< E<GI[< GI <E][jIEQZQI[j]h hQI[G] IY mYjQZ]
IYfkINk[EQ][<E]Z][]jQEQ<]O<[EP]GIY<[]jQEQ<
+]g IWIZdY] P]s Ç GI <DgQY [] Ih []jQEQ< Y< gI[k[EQ< GIY d<d< [Q Y< IYIEEQ_[ GI k[ [kIp] d][jSNQEI /Q
IZD<gO] hQ IY [kIp] d<d< P<EI GIEY<g<EQ][Ih gIhdIEj] GI Y< gI[k[EQ< GIY <[jQOk] d<d< I[j][EIh Ih<h
GIEY<g<EQ][Ih hI jg<[hN]gZ<[ I[ []jQEQ< s gId]hQEQ][<[ IY jIZ< GI Y< gI[k[EQ< E]Z] jIZ< GI Q[jIgK
[]jQEQ]h]
[j][EIh Ih d]hQDYI fkI hI dkDYQfkI k[< Eg_[QE< h]DgI IY jIZ< Ih GIEQg k[ gIY<j] Q[jIgdgIj<jQp] GI j]G] Y]h <E][jIEQZQI[j]h []jQEQ]h]h ]EkggQG]h GIhGI Y< gI[k[EQ< GIY d<d< +]g Y] ZQhZ] d<g< gId]hQEQ][<g jIZ<
s<YIW<[]hI[IYjQIZd]hQIZdgIP<sfkIIhj<g<jI[j]h<d]hQDYIhO<[EP]h[]jQEQ]h]h
!>h <YY> GI Ihj] k[< []jQEQ< Ih k[ PIEP] QZd]gj<[jI d]g EIgE<[S< QZd<Ej] Z<hQpQG<G d]g Y< gIYIp<[EQ
dmDYQE< GI Y]h dg]j<O][Qhj<h GI Y< []jQEQ< ] d]g hIg E][jg]pIghQ<Y +]g ]jg< d<gjI Y< []jQEQ< I[ ]d]hQEQ_[ <
gId]gj<WI ] Y< I[jgIpQhj< I[ dg]Nk[GQG<G Q[N]gZ< GI Z<[Ig< ZI[]h dg]Nk[G< I[ d<gjI d]g Y< pIY]EQG<G
hkgId]gjI]sIGQEQ_[
< IhjgkEjkg< GI Y< []jQEQ< fkI p< GI Y] OI[Ig<Y < Y] d<gjQEkY<g hQOkQI[G] Y< YY<Z<G< IhjgkEjkg< GI dQg>ZQGI
Q[pIgjQG< Ih ]jg< N]gZ< GI gIE][]EIg k[< []jQEQ< hj< IhjgkEjkg< s ]jg]h IYIZI[j]h dg]dQ]h GI Y< gIG<EEQ_
GIk[<[]jQEQ<hIkh<[j<ZDQK[Ek<[G]hIgIG<Ej<k[E]Zk[QE<G]GIdgI[h<
] <[jIgQ]g hI P<EI E][ IY ]DWIjQp] GI fkI IY dIgQ]GQhj< dkIG< dkDYQE<g [kIhjg] E]Zk[QE<G] E<hQ hQ[ P<EIgY
E<ZDQ]hsE][IYZI[]gIhNkIgv]d]hQDYI
7/29/2019 Modulo 2 Gestion de Prensa
http://slidepdf.com/reader/full/modulo-2-gestion-de-prensa 3/9
ÃINQ[QEQ_[GIE]Zk[QE<G]GIdgI[h<
1[ E]Zk[QE<G] GI dgI[h< Ih k[ jIrj] DgIpI h]DgI k[ PIEP] []jQEQ]h] fkI hI I[pS< < Y< dgI[h< d]g IZ<
kh<[G] IY IhfkIZ< GI gIG<EEQ_[ ] Y< IhjgkEjkg< GI k[< []jQEQ< Y ]DWIjQp] GIY E]Zk[QE<G] Ih fkI Y< dgI[h
dkDYQfkIs]EkDg<IYPIEP][]jQEQ]h]]IpI[j]fkIfkIgIZ]hE]Zk[QE<g
< GQNIgI[EQ< I[jgI k[ E]Zk[QE<G] s k[< d<kj< Ih fkI IY E]Zk[QE<G] GIh<gg]YY< Y]h PIEP]h []jQEQ]h]h
ZQI[jg<h fkI Y< d<kj< Ih k[ gIhkZI[ Zks DgIpI fkI GINQ[I IY PIEP] []jQEQ]h] I[ IY jSjkY] s fkI YkIO] h
EI[jg< I[ Y<h Q[N]gZ<EQ][Ih Z>h D>hQE<h NIEP< GS< YkO<g s P]g< !kEP<h pIEIh IY E]Zk[QE<G] hI I[pS< k[
GS< <[jIh GI Y]h PIEP]h s Y< d<kj< hI Z<[G< Y< []EPI <[jIgQ]g s IY ZQhZ] GS< GI Y]h PIEP]h I[ Y< Z<\<[<
d<g<gIN]gv<gY<E][p]E<j]gQ<
ÃÂhjgkEjkg<GIk[E]Zk[QE<G]
dSOg<NINg<hIfkIhkIYId][IghI<Y<E<DIv<GIk[<[]j<dIgQ]GShjQE<sfkIE]ZdYIZI[jIIYjSjkY]
0QjkY<g.IhkZIQGI<dgQ[EQd<YGIZ<[Ig<DgIpIs<jg<EjQp<
<W<G<.IhkZIY<hQGI<hdgQ[EQd<YIhGIY<[]jQEQ<s<jg<IY<<jI[EQ_[GIYYIEj]gI[G]h]jgIhYS[I<h
+gQZIgd>gg<N]/IgIhd][GI[Y<hÇdgIOk[j<hD>hQE<hGIYdIgQ]GQhZ]
-kK-kQK[_[GIk>[G]_Z]+]gfkK
kIgd]GIY<[]jQEQ<
IhdkKh GIY dgQZIg d>gg<N] hI IhEgQDI[ Ä ] Å d>gg<N]h Z>h /I p< GI Y] Z>h QZd]gj<[jI s OI[Ig<Y < Y]
ZI[]hQZd]gj<[jIsd<gjQEkY<g0<ZDQK[hIdkIGI[d][IgEk\<hGIY]hdg]j<O][Qhj<hI[jgIE]ZQYY<h
WIZdY]GIE]Zk[QE<G]
+.0g<hgIpIY<G]gIhjkGQ]h]DgId<gjQEQd<EQ_[Zk[QEQd<Y
001$$.";$"//$0."/;.9+.0+$"1"
7/29/2019 Modulo 2 Gestion de Prensa
http://slidepdf.com/reader/full/modulo-2-gestion-de-prensa 4/9
/IOm[ Q[pIhjQO<EQ_[ GI QkG<G 6Qp< s /<[jQ<O] _Z] 6<Z]h Y<h EY<pIh GI Y]h <Yj]h S[GQEIh
<DhjI[EQ_[ IYIEj]g<Y ¥ÆÊÚ¦ d]GgS<[ IrdYQE<ghI d]g IY Q[EkZdYQZQI[j] GI Y< YIs GI d<gjQEQd<EQ_[ EQkG<G<[
I[Y<OIhjQ_[Zk[QEQd<YI[jgI]jg]hN<Ej]gIh
1[< pIQ[jI[< GI ]gO<[Qv<EQ][IhEQkG<G<[<h YYIO<g>IhjI ZQKgE]YIhÂÅ GI []pQIZDgI < Y<h ÂÂ Pgh P<hj<
Y<][jg<Y]gS< I[Ig<Y GI Y< .IdmDYQE< d<g<h]YQEQj<g fkI hI NQhE<YQEI IY Q[EkZdYQZQI[j] GI Y< IsGI
+<gjQEQd<EQ_[ QkG<G<[<hj] YkIO] GI fkI k[ IhjkGQ] gI<YQv<G] d]g QkG<G 6Qp< gIpIY<g< fkI k[ [mZIg
hQO[QNQE<jQp] GI Zk[QEQdQ]h E<I[ I[ Y< QYIO<YQG<G <Y [] EkZdYQg E][ Y< YIs ÃÁÆÁÁ ] <[jIgQ]g Ih Og<pI
dkIhj] fkI Ihj< YIs Ih Nk[G<ZI[j<Y d<g< O<g<[jQv<g Z<s]gIh [QpIYIh GI GIZ]Eg<EQ< s d<gjQEQd<EQ_[ I[ Y
OIhjQ_[Zk[QEQd<Y
< Q[pIhjQO<EQ_[ ZQGI IY EkZdYQZQI[j] GI Y< Is GI +<gjQEQd<EQ_[ QkG<G<[< I[ ÂÅÈ Zk[QEQdQ]h GIY d<Sh 9
hk E][EYkhQ_[ dgQ[EQd<Y Ih fkI < E<hQ G]h <\]h GI Y< dg]ZkYO<EQ_[ GI Y< YIs h]Y] IY ÃÚ GI Y]h Zk[QEQdQ]h
IhjkGQ<G]h dgIhI[j< [QpIYIh <Yj]h GI d<gjQEQd<EQ_[ ] <[jIgQ]gd]GgS< IrdYQE<g IY <Yj] S[GQEI GI <DhjI[EQ_[
gIOQhjg<G] I[ Y<h d<h<G<h IYIEEQ][Ih Zk[QEQd<YIh +]g Ih] 0]Z>h !<gS[ k[] GI Y]h <kj]gIh GIY EQj<G]
IhjkGQ] hI\<Y< fkI k[< GI Y<h EY<pIh d<g< I[NgI[j<g Y< <Yj< <DhjI[EQ_[ IYIEj]g<Y Ih Q[jIOg<[G] Y<
d<gjQEQd<EQ_[ EQkG<G<[< I[ Y< OIhjQ_[ dmDYQE< GI Z<[Ig< E]ggIhd][h<DYI s GS< < GS< I Y] E][jg<gQ] Ih
GQNSEQYdIGQgYI<Y<hdIgh][<hfkId<gjQEQdI[IrEYkhQp<ZI[jII[Y<IYIEEQ_[GIY<h<kj]gQG<GIh
<h ]gO<[Qv<EQ][Ih fkI h]YQEQj<g>[ NQhE<YQv<g Y< YIs ÃÁÆÁÁ h][ QkG<G 6Qp< /<[jQ<O] _Z] 6<Z]h
k[G<EQ_[ QkG<G<[] [jIYQOI[jI k[G<EQ_[ <h< GI Y< +<v ]gd]g<EQ_[ +<gjQEQd< k[G<EQ_[ +g] ][]
k[G<EQ_[+g]EEIh]sY<.IGGI0IggQj]gQ]hQkG<G<[]h
WIZdY]GI+<kj<
6"$/6$!+"0..".0!"/0.!00
!.0/ÃÃ/ÂÄÂÆ$./
1.!"/0.$66"¥/.."$ÂƦ
$"00$!;ÊÇÉÂÅÅÅÄ
< h<ZDYI< GI 6IEQ[]h GI Y< 6QYY< $YSZdQE< I[jgIO<g> <gj< GQgQOQG< < Y< !Q[Qhjg< GI 6QpQI[G< !<OG<YI[<
!<jjI < E<gj< NQgZ<G< d]g ÅÁÁ pIEQ[]h GIY hIEj]g GI[k[EQ< IY GIh<Zd<g] I[ fkI hI I[EkI[jg<[ Y<
N<ZQYQ<h G<Z[QNQE<G<h s IrQOI fkI IY ZQ[QhjIgQ] O<g<[jQEI Y< gId<g<EQ_[ GI Y]h IGQNQEQ]h G<\<G]h d]g IY
jIggIZ]j] s fkI hI j]ZI[ ZIGQG<h kgOI[jIh gIhdIEj] GI Y<h IrdY]hQ][Ih GI O<h Y< gId<g<EQ_[ GI Y<
7/29/2019 Modulo 2 Gestion de Prensa
http://slidepdf.com/reader/full/modulo-2-gestion-de-prensa 5/9
jIEPkZDgIhs]jg]hjIZ<h[]gIhkIYj]h
Ä$"/$/+.0$//$./0&"+."/
 [pQ<g E]Zk[QE<G]h <Y ZI[]h k[ GS< <[jIh GIY PIEP] []jQEQ]h] s j<ZDQK[ IY ZQhZ] GS< dIg] Ihj< pIv E]
N]j]Og<NS<h s GIj<YYIh GI Y] hkEIGQG] .IhdIEj] GI Ihj] P<s fkI E][hQGIg<g fkI Ih []jQEQ< IY <[k[EQ] GI Y]
fkIp<<hkEIGIgsY]hkEIGQG]
à [pQ<g IY E]Zk[QE<G] d]g IZ<QY < k[< <ZdYQ< D<hI GI G<j]h GI dIgQ]GQhj<h IGQj]gIh s <OI[EQ<h GI
[]jQEQ<h+<g<Ihj]GIDIZ]hEgI<gOgkd]hGIIZ<QYGIdIgQ]GQhj<hI[[kIhjg]hE]ggI]h
Ä[pQ<gIYE]Zk[QE<G]E][E]dQ<]EkYj<sd][QI[G]IYjSjkY]GIYE]Zk[QE<G]I[IY<hk[j]GIYIZ<QY
Å Y<Z<g d]g jIYKN][] d<g< pIgQNQE<g Y< gIEIdEQ_[ GIY E]Zk[QE<G] s gII[pQ<gY] hQ Ih [IEIh<gQ] <Y E]ggI
dIgh][<YGIk[dIgQ]GQhj<
Æ <G< pIv fkI Y]h dIgQ]GQhj<h YYIO<[ < k[< <EjQpQG<G E][p]E<G< hI YIh I[jgIO< k[< E]dQ< GIY E]Zk[QE<G]
QZdgIh] s hI YIh dQGI[ hkh G<j]h GI E][j<Ej] EIYkY<g Z>h IZ<QY 0]G]h Y]h IZ<QY hI GIDI[ Qg <OgIO<[G]
hQhjIZ>jQE<ZI[jI<YOgkd]GIdIgQ]GQhj<hGI[kIhjg]E]ggI]
Ç +<g< IpI[j]h QZd]gj<[jIh GIDIZ]h ]gO<[Qv<g E][NIgI[EQ<h GI dgI[h< s dgId<g<g k[< E<gdIj< GI dgI[h
E][j]G]hY]hG]EkZI[j]hgIYIp<[jIhIDIZ]hjI[Igk[<E]dQ<d<g<E<G<ZIGQ]
Å6$./&!$.."0+."/
ÅÂ1h]GIY<dQg>ZQGIQ[pIgjQG<
][]EIg Y< N]gZ< I[ fkI hI gIG<Ej< s IhjgkEjkg< k[< []jQEQ< Ih Nk[G<ZI[j<Y d<g< IhEgQDQg IY E]Zk[QE<G]
j<ZDQK[ d<g< GIEY<g<g I[ g<GQ] s jIYIpQhQ_[ d]gfkI ZQI[jg<h Z>h []h <WkhjIZ]h < Ih< IhjgkEjkg< <
7/29/2019 Modulo 2 Gestion de Prensa
http://slidepdf.com/reader/full/modulo-2-gestion-de-prensa 6/9
GIEY<g<g pIgD<YZI[jI ] d]g IhEgQj] Z>h d]hQDQYQG<GIh jI[IZ]h GI hIg dkDYQE<G]h 9 <GIZ>h <Y GIEY<g<
kh<[G] Y< IhjgkEjkg< jg<GQEQ][<Y GI Y< YY<Z<G< dQg>ZQGI Q[pIgjQG< []h <hIOkg<Z]h GI fkI Y< IGQEQ_[ G
[kIhjg<hGIEY<g<EQ][IhhQIZdgIQ[EYks<Y]Z>hQZd]gj<[jIfkIfkIgIZ]hGIEQg
< dQg>ZQGI Q[pIgjQG< QZdYQE< d<g< k[ dIgQ]GQhj< GI dgI[h< IhEgQj< gIhkZQg Y] Z>h QZd]gj<[jI GI k[
[]jQEQ< I[ IY jQjkY<g Y< D<W<G< s IY dgQZIg d>gg<N] GI k[ jIrj] [j][EIh k[< GIEY<g<EQ_[ pIgD<Y _djQZ< I
<fkIYY< fkI gIhkZI Y] fkI fkIgIZ]h GIEQg Z>h ] ZI[]h I[ IY jQIZd] fkI []h GIZ]g<Z]h I[ YIIg k
d>gg<N] Ih GIEQg I[jgI ÃÁ s ÅÁ hIOk[G]h E]Z] Z>rQZ] hj] hI GIDI E][hQGIg<g IhdIEQ<YZI[jI d<g< Y
jIYIpQhQ_[ G][GI Ih Zks Irjg<\] fkI Ek<YfkQIg I[jgIpQhj<G] jI[O< k[< Ek\< GI Z>h GI ÄÁ hIOk[G]h h<Yp
fkIhIjg<jIGIk[GIhd<EP]I[GQgIEj]]GIk[<I[jgIpQhj<I[IhjkGQ]
+<g< j]G]h Y]h E<h]h Ih DkI[] dY<[QNQE<g s P<hj< I[h<s<g Y] fkI hI p< < GIEQg NgI[jI < k[ IhdIW] h
gIE]ZI[G<DYIQ[EYkh]gIG<Ej<gs<dgI[GIghIGIZIZ]gQ<Y<hQGI<hZ>hQZd]gj<[jIh
ÅÃ<QZd]gj<[EQ<GIY<gIQjIg<EQ_[E][p<gQ<[jIhIrdgIhQp<h
+Ig] <GIZ>h GI GIEY<g<g GI Z<[Ig< EY<g< hQ[jKjQE< s WIg<gfkQv<G< P<s fkI GIEY<g<g GI Z<[Ig< gIQjIg<G<
gIGk[G<[jI d<g< [] h<YQghI [k[E< GI Y]h YSZQjIh GI Y] fkI hI fkQIgI E]Zk[QE<g hj] QZdYQE< fkI GIDIZ]
hIYIEEQ][<g h]Y] Ä ] Å QGI<h dgQ[EQd<YIh s [k[E< h<YQg[]h GI IhI IhfkIZ< ¥E]Z] IY EPQhjI GI Y]h I[QEQ]h¦
[ Y] dg>EjQE] Ihj] QZdYQE< fkI k[< pIv fkI s< PIZ]h GIEY<g<G] Y] QZd]gj<[jI [] GIDIZ]h IrjI[GIg[]
I[ gIhd][GIg dgIOk[j<h fkI [] Ok<gGI[ gIY<EQ_[ E][ Y] s< GQEP] ] E][ IY I[N]fkI s j][] fkI YI fkIgIZ]
G<g<Y]s<GIEY<g<G]
IEY<g<g GI Ihj< Z<[Ig< Ih Zks E][pI[QI[jI d]gfkI YQZQj< Y<h d]hQDQYQG<GIh GI fkI []h IGQjI[ Wkhj<ZI[j
Y< Q[N]gZ<EQ_[ ZI[]h gIYIp<[jI E]h< fkI dkIGI hkEIGIg j<[j] d]g EI[hkg< Q[INQEQI[EQ< ] N<Yj< GI jQIZd]
/]DgI Ihj] P<s fkI E][hQGIg<g fkI [] E][jIhj<g dgIOk[j<h dkIGI E][hQGIg<ghI k[ OIhj] GI Z<Y< IGkE<EQ_
+]g Y] ZQhZ] hQIZdgI P<s fkI gIhd][GIg Y<h dgIOk[j<h fkI []h P<EI[ <k[fkI hI< d]g k[]h d]E]
hIOk[G]h d<g< YkIO] OQg<g g>dQG<ZI[jI Gkg<[jI Y< ZQhZ< gIhdkIhj< P<EQ< k[< GI [kIhjg<h QGI<
EI[jg<YIh +<g< P<EIgY] Y] QGI<Y Ih I[E][jg<g <YOm[ [Ir] Y_OQE< I[jgI Y] dgIOk[j<G] s Y] fkI fkIgIZ]
gIhd][GIgsgIdIjQgY]s<GQEP]E][<YOk[<p<gQ<[jIDkhE<[G]G<gYIZ<s]gIrdgIhQpQG<G<Y<GIEY<g<EQ_[
7/29/2019 Modulo 2 Gestion de Prensa
http://slidepdf.com/reader/full/modulo-2-gestion-de-prensa 7/9
1[IWIZdY]/kd][O<Z]hfkI[]hQ[jIgIh<E]Zk[QE<gY<hhQOkQI[jIhÅQGI<hGIZ<[Ig<I[E<GI[<G<
Â[ZQD<ggQ]Y<gId<g<EQ_[GIY]hjIEP]hfkIG_Z<YPIEP<d]g[IOYQOI[EQ<GIYZk[QEQdQ]sGIY/.61
à +gkID< GI Y] <[jIgQ]g Ih k[ Q[N]gZI GI Y< E][jg<Y]gS< fkI EkIhjQ][< Y]h E][jg<j]h NQgZ<G]h I[jgI
Zk[QEQd<YQG<GsY<hE][hjgkEj]g<hgIhd][h<DYIh
Ä +g]GkEj] GI Ihj< [IOYQOI[EQ< Z>h GI ÄÁ N<ZQYQ<h hI Ihj>[ YY]pQI[G] GIhGI P<EI s< Å ZIhIh Y] fkI P<
dg]GkEQG]Og<pIhI[NIgZIG<GIh
ÅdIh<gGIj]G]h[kIhjg]hgIEY<Z]hY<h<kj]gQG<GIh[][]hP<[G<G][Q[Ok[<h]YkEQ_[
1[< pIv fkI Y]OgIZ]h I[jgIO<g j]G< Ihj< Q[N]gZ<EQ_[ [] GIDIZ]h E<Ig I[ Y< jI[j<EQ_[ GI j]E<g ]jg]
jIZ<h +<g< E][jQ[k<g E][ IY IWIZdY] p<Z]h < hkd][Ig fkI IY dIgQ]GQhj< []h dgIOk[j< I[j][EIh 9 fk
d<h< E][ Y< I[jgIO< GI hkDhQGQ]h k>[j<h N<ZQYQ<h Y] P<[ gIEQDQG] s Ek<[j<h [] [ IhjI E<h] d]GIZ]h
gIhd][GIg /S I[ Ih] Y<h <kj]gQG<GIh j<ZDQK[ P<[ hQG] [IOYQOI[jIh d]gfkI Y< I[jgIO< GI hkDhQGQ]h P< hQG]
YI[j<¥OQg]¦«+Ig] Y< [IOYQOI[EQ< GI [] P<EIg [<G< Ek<[G] jI[IZ]h Z>h GI ÄÁ N<ZQYQ<h YY]pQK[G]hI Ih
j]G<pS< Z<s]g 9 Ih Q[GQO[<[jI fkI Ihj] hQO< d<h<[G] Ek<[G] < Y< <kj]gQG<G s IhdIEQ<YZI[jI <Y <YE<YGI hI
YIP<Q[N]gZ<G]GIIhj<hQjk<EQ_[d]gj]G]hY]hZIGQ]hd]hQDYIh
ÅÄ$jg<hE][hQGIg<EQ][Ih
+]g ]jg< d<gjI I[ Y< dgI[h< IhEgQj< hkIYI P<DIg k[ d]E] Z>h GI Ihd<EQ] d<g< E]Zk[QE<g s k[ d]E] Z>
jQIZd] d<g< dg]GkEQg Y<h []jQEQ<h Y] fkI []h dIgZQjI jg<D<W<g GI ]jg< Z<[Ig< /Q[ IZDg<O] GI j]G
Z<[Ig<hP<sfkIgIhd][GIgE][EIYIgQG<G
Y gIhdIEj] P<s fkI E][hQGIg<g fkI j]G]h Y]h dIgQ]GQhj<h hI gIm[I[ E<G< Z<\<[< I[jgI ÂÁ s ÂÂ GI Y
Z<\<[< I[ Y] fkI hI E][]EI E]Z] gIk[Q_[ GI d<kj< s GIEQGI[ Wk[j] < Y]h IGQj]gIh GI jkg[] ] GI
dg]Og<Z<h fkI hI p< EkDgQg ] gId]gjI<g s fkI [] [ Y< ZQhZ< gIk[Q_[ hI GIEQGI j<ZDQK[ fkI dIgQ]GQhj< hI
P<EI E<gO] GI fkI []jQEQ< d<g< fkK Ihd<EQ] GIY ZIGQ] s Ek>YIh h][ Y<h []jQEQ<h dgQ]gQj<gQ<h .IhdIEj] GI Y]
<[jIgQ]g Ih QZd]gj<[jI E][hQGIg<g hQIZdgI fkI Y<h []jQEQ<h dkIGI[ hIg YISG<h d]g Y]h dIgQ]GQhj<h GIhGI hkh
IZ<QYh dIg] fkI Y< dgQ[EQd<Y NkI[jI GI []jQEQ<h < E][hQGIg<g h][ <fkIYY<h fkI YYIO<[ < jg<pKh GI Y<h
OI[EQ<hGI"]jQEQ<h
+]g Ih] hQIZdgI GIDIZ]h Z<[G<g [kIhjg]h E]Zk[QE<G]h GI dgI[h< < Y]h dIgQ]GQhj<h fkI E][]EIZ]h dIg
j<ZDQK[ < Y]h dIgQ]GQhj<h GI E<G< hIEj]g Ih GIEQg < <fkIYY]h fkI I[ IhI dIgQ]G] Ihj>[ EkDgQI[G] h]Y] k
NgI[jI []jQEQ]h] E]Z] pQpQI[G< h<YkG IGkE<EQ_[ ] d]YSjQE< 9 d]g hkdkIhj] fkI j<ZDQK[ P<s fkI P<EI
7/29/2019 Modulo 2 Gestion de Prensa
http://slidepdf.com/reader/full/modulo-2-gestion-de-prensa 8/9
YYIO<g Y< Q[N]gZ<EQ_[ < Y]h IGQj]gIh GI E<G< dg]Og<Z< s GI E<G< jkg[] I Ihj< Z<[Ig< jI[GgIZ]h Z>
]dEQ][IhGII[jg<gI[Y<d<kj<GQ<gQ<
+Ig] I[jg<g I[ Y< d<kj< h]Y] hQO[QNQE< fkI k[ dIgQ]GQhj< hI d][Gg> I[ E][j<Ej] E][ []h]jg]h [] hQO[QNQE
[IEIh<gQ<ZI[jI fkI []h p<s<[ < dkDYQE<g [j][EIh E][hQGIg<[G] [kIp<ZI[jI Y< Q[ZIGQ<jIv s Y] pIY]EQG<
GI jg<D<W] GI Y]h dIgQ]GQhj<h Y] ZIW]g fkI d]GIZ]h P<EIg Ih [] GIW<g GI dgIOk[j<g Ek<[G] hI p< dkDYQE<g
[]jQEQ<d<g<h<DIgfkKj<[g>dQG]GIDIZ]hZ]pIg[]h
k<[G] hI jg<j< GI Y< 06 Ih GQhjQ[j] hQ Y< []j< Ih d<g< IY []jQEQIg] GI Y< j<gGI ] hQ Ih d<g< IY []jQEQIg] GI Y<
[]EPI [ IY E<h] GI Y<h g<GQ]h Y<h []j<h dkIGI[ hIg d<g< Y<h []jQEQ<h GI Y<h Z<\<[< GI Y< j<gGI ] GI Y<
[]EPI s Ih] [<jkg<YZI[jI GIDI Z<gE<g [kIhjg< pIY]EQG<G GI gIhdkIhj< 9 <k[fkI d<gIvE< GI hI[jQG
E]Zm[ E<G< pIv fkI Z<[GIZ]h k[ E]Zk[QE<G] ] IhjIZ]h IhdIg<[G] fkI k[ dIgQ]GQhj< []h YY<ZI [
d]GIZ]h hId<g<g[]h [Q k[ ZQ[kj] GIY jIYKN][] ] EIYkY<g d]gfkI dkIGI fkI IhI dIgQ]GQhj< []h YY<ZI k[
h]Y<pIvsfkI<Y[]I[E][jg<g[]hGIEQG<EkDgQgY<hQOkQI[jI[]jQEQ<
< Z>h gIY<W<G< GI Y<h hQjk<EQ][Ih Ih Ek<[G] k[ dIgQ]GQhj< GI dgI[h< IhEgQj< hI E]Zk[QE< E][ []h]jg]h I[
Y< Z<\<[< d<g< dkDYQE<g Y< []jQEQ< I[ IY GQ<gQ] GIY GS< hQOkQI[jI /_Y] I[ Ih< hQjk<EQ_[ s hQ []h PIZ]h
O<[<G] Y< E][NQ<[v< GIY dIgQ]GQhj< jI[GgIZ]h E<hQ j]G] IY GS< d<g< I[jgIO<gYI Q[N]gZ<EQ_[
<dg]rQZ<G<ZI[jIP<hj<Y<hÂÊPgh
.IhdIEj] GI Y< dgI[h< IhEgQj< [] P<s fkI ]YpQG<g fkI ZkEP<h pIEIh Y<h []jQEQ<h [] hI dkDYQE<[ ] hI
dkDYQE<[ E][ ZI[]g IrjI[hQ_[ d]g IY h]Y] PIEP] GI [] P<DIg N]j]Og<NS<h fkI QYkhjgI[ Y< hQjk<EQ_[ hj
hkEIGI ZkEP<h pIEIh d]gfkI <Y YkO<g GI Y< []jQEQ< YYIO< IY dIgQ]GQhj< dIg] [] IY N]j_Og<N] GIY ZIGQ] +]g Y]
ZQhZ] j<[ QZd]gj<[jI E]Z] jI[Ig k[ EIYkY<g < Z<[] Ih jI[Ig k[< E>Z<g< GI N]j]h < Z<[] ] k[< N]
dgId<g<G<d<g<I[pQ<gd]gIZ<QYWk[j]E][IYE]Zk[QE<G]GIdgI[h<
+Ig] Y<h GIEY<g<EQ][Ih d<g< Y< dgI[h< IhEgQj< GIDI[ hIg j<ZDQK[ Y<h Z>h IY<D]g<G<h dkIhj] fkI Y]
dkDYQE<G] hkIYI hIg Z>h IrjI[h] s Ihj<g Z>h G]EkZI[j<G] h]DgI j]G] Ek<[G] IY OK[Ig] dIgQ]GShjQE
IYIOQG] Ih IY gId]gj<WI ]h gId]gj<WIh GI PIEP] hI E]ZQI[v<[ < IY<D]g<g Y]h dgQZIg]h GS<h GI Y< hIZ<[<
hI dkDYQE<[ IY h>D<G] ] IY G]ZQ[O] 9 hQIZdgI hI gI<YQv<[ h]DgI Y< D<hI GI ]dQ[Q][Ih E][jg<dkIhj<h s GI Y]
fkIY]hdIgQ]GQhj<hYY<Z<[G<j]hGkg]h
+]g Y] ZQhZ] hQ [] GQhd][IZ]h GI G<j]h Gkg]h ¥Ihj<GShjQE<h d]gEI[j<WIh G]EkZI[j]h IjE¦ s hQ [] h]Z]
E<d<EIh GI OI[Ig<g k[< hQjk<EQ_[ E][jg]pIgjQG< ] d]YKZQE< [] p<Z]h < Y]Og<g fkI []h dkDYQfkI[ k
gId]gj<WI +Ig] d]g ]jg< d<gjI hQ Y]Og<Z]h IhjI ]DWIjQp] jI[IZ]h fkI Ihj<g dgId<g<G]h d<g< Y<h gIdYQE<h
dkIhj] fkI ZkEP]h ZIGQ]h hI EkIYO<[ GI Y]h jIZ<h fkI Q[hj<Y< Y< dgI[h< IhEgQj< s I[j][EIh [kIhjg<h
GIEY<g<EQ][Ih dkIGI[ jI[Ig Og<[ gIdIgEkhQ_[ 9 Ihj] ]EkggI d]gfkI Y< dgI[h< IhEgQj< hkIYI Z<gE<g Y< d<kj
7/29/2019 Modulo 2 Gestion de Prensa
http://slidepdf.com/reader/full/modulo-2-gestion-de-prensa 9/9
GIY<hIZ<[</QIhj]d<h<[kIp<ZI[jI[]Ih<E][hIW<DYIhId<g<ghIGIYEIYkY<g
+]g ]jg] Y<G] Y< hQjk<EQ_[ dkIGI hIg < Y< Q[pIgh< h GIEQg k[] dkIGI Q[jI[j<g OI[Ig<g k[< d]YKZQE< s k
gId]gj<WI < d<gjQg GI k[ jIZ< Q[hj<Y<G] d]g Y< dgI[h< 9 d<g< Ih] Y] ZIW]g Ih IZdY<v<g < Y<h <kj]gQG<GI
E][ Ng<hIh dk[v<[jIh ] dg]p]E<G]g<h fkI GIhdQIgjI[ IY Z]gD] dIgQ]GShjQE] k[ Z_pQY [Q ZI[]g dkIhj] fkI
Z]gD]pI[GI
/Q[ IZD<gO] d<g< IZdY<v<g < Y<h <kj]gQG<GIh < jg<pKh GI Y]h ZIGQ]h P<s fkI P<DIghI O<[<G] s< EQIgj
YIOQjQZQG<G /]DgI Ihj] P<s ZkEP] fkI gINYIrQ][<g s hQIZdgI jI[IZ]h fkI dgIOk[j<g[]h hQ jI[IZ]h
YIOQjQZQG<G hkNQEQI[jI d<g< IrQOQg ] d<g< IZdY<v<g [ IhjI hI[jQG] Y] dI]g fkI d]GIZ]h P<EIg Ih hI[jQg[]
Z>h QZd]gj<[jIh GI Y] fkI h]Z]h ] GIEY<g<g <YO] fkI [] d]GIZ]h hkhjI[j<g E][ G<j]h Gkg]h [j][EI
<k[fkI []h dIhI hQIZdgI Y< ZIW]g Ihjg<jIOQ< Ih O<[<ghI GI < d]E] Y< E][NQ<[v< GI Y]h dIgQ]GQhj<h s hkDQg
IYj][]GIY<hGIEY<g<EQ][IhI[Y<ZIGQG<fkIIh<E][NQ<[v<p<EgIEQI[G]
+<g< O<[<ghI Y< E][NQ<[v< dIgQ]GShjQE< s k[ <Yj] Og<G] GI YIOQjQZQG<G k[ p]EIg] GIDI E][hQGIg<g fkI d<g Y]h IGQj]gIh s dIgQ]GQhj<h Y<h ]gO<[Qv<EQ][Ih h]EQ<YIh I[ dgQ[EQdQ] [] h][ NkI[jIh p>YQG<h GI Q[N]gZ<EQ_[
QEP] GI ]jg] Z]G] h][ EkYd<DYIh P<hj< fkI GIZkIhjgI[ Y] E][jg<gQ] +]g Ih] k[ p]EIg] fkI DkhfkI
Ihd<EQ] GI YIOQjQZQG<G I[ Y< dgI[h< fkI dkIGI E]hj<gYI IY dkIhj] GI jg<D<W] < k[ dIgQ]GQhj< GIDI hIOkQ
Y<hhQOkQI[jIhgIE]ZI[G<EQ][Ih
Â/QIZdgIZ<[IW<gG<j]hGkg]hsjI[IgY]h<Y<pQhj<
ÃIEY<g<gE][EQIgj<d][GIg<EQ_[s[]hQIZdgIGIhGIY<g<DQ<
Ä<DY<gGIZ<[Ig<IY]EkI[jIE<gQhZ>jQE<sEgISDYI
ÅIEY<g<gI[gIdgIhI[j<EQ_[GIk[<E]Zk[QG<G
Æ"]GIhE<YQNQE<g<]jg]hhQ[Nk[G<ZI[j]
Ç/IgE<d<vGIgIE][]EIgY]DkI[]GIY]d][I[jI]GIY<<kj]gQG<G
ÈkhE<gEQIgj<E]ZdYQEQG<GE][IYdIgQ]GQhj<I[E][pIgh<EQ][IhdgQp<G<h
É/Igsd<gIEIgI[j]G]hI[jQG]k[<dIgh][<S[jIOg<gIhd][h<DYIsgIhdIj<DYI