Public Relations. 2.0: Using Social Media in the communication online strategy of brands Spanish cities

Public relations have evolved over time adapting to different communication trends that have prevailed in each historical period. Today, thanks to Web 2.0, traditional public relations have adapted to this interactive medium facilitating communication and interaction with audiences. In this new digital landscape, Internet has become an indispensable means of communication campaigns, not only to publicize products and services, but also people and territories. It is increasingly common to find city communication campaigns that create a territory brand to promote itself abroad, profit and notoriety. The use of social media in these city brand's campaigns are an added value as they allow interaction and participation of different audiences, opening the door to the world to make known the reality of these cities.