Resumo

CEA ESTERUELAS, Nereida. How do news media companies communicate? Analysis of corporate news coverage. Punto Cero [online]. 2020, vol.25, n.40, pp.45-58. ISSN 1815-0276.

The objective of the article is to analyze the coverage of corporate news in media companies, based on the analysis of the messages they disseminate through the pages of their newspapers. For this, the Spanish newspaper company Unidad Editorial and its general information newspaper El Mundo are taken as a case study. From the bibliographic review a taxonomy of the different corporate communicative actions is proposed, which is applied to the selection of the sample. The results show the importance of promotional information within the corporate communication actions of this group.

Palavras-chave : Corporate communication; business communication; governance; corporate strategies; media companies.

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