The organizational listening as a communication strategy. Analysis of its management in Spain

This paper analyses the use of organizational listening as a communication strategy for organizations in Spain. Despite its relevance, organizational listening is not much studied. We want to know if Spanish organizations give priority and incorporate techniques and strategies of public relations according to the listening, and also about their implementation. For that purpose, a quantitative methodology is applied using surveys to communication practitioners and stakeholders of Spanish organizations. Results show that, on the one hand, organizations in Spain apply this strategy to a lesser extent than other types of communication strategies, and, on the other hand, stakeholders perceive that organizations make a utilitarian use of the organizational listening techniques for their own benefit.