RT Journal Article
T1 Public Relations and Startups in Andalusia. Analysis of their activity with a gender perspective.
T2 Relaciones Públicas y Startupsen Andalucía. Análisis de su actividadcon perspectiva de género
A1 Rando-Cueto, Dolores
A1 Rodríguez Vera, Ainhoa del Pino
A1 De-las-Heras-Pedrosa, Carlos
K1 Mujeres en el desarrollo
K1 Nuevas empresas - Andalucía
K1 Transversalidad de género
AB Effective PR management is considered essential in the first years of a startups's life, as it contributes to its viability and sustainability through strategic communication planning. The overall objective of this study4is to analyze the startups landscape in Andalusia, Spain, with a special focus on the Public Relations (PR) strategies of women-led companies. Secondary objectives include: 1) To identify trends in female entrepreneurship in Andalusia and their relationship with PR; 2) To analyze the professional profile of women in PR roles in Andalusian startups;  and  3)  To  propose  communication  strategies  aimed  at  attracting  clients  and investors.  The  methodology  combines  a  systematic  literature  review  and  a  bibliometric analysis with data from Web of Science and VOSviewer, together with a questionnaire applied to 31 Andalusian startups. This approach allowed to analyse patterns in PR management and female  representation.  The  findings  show  an  increase  in  citations  of  articles  on  female entrepreneurship, highlighting the provinces of Malaga and Seville, which account for 61% of entrepreneurial  initiatives  in  the  region.  Improving  policies  in  these  areas  could  boost businesses performance and the growth of new companies. In addition, the results reveal a growth in female leadership, although it still faces challenges, such as under-representation in senior positions. Key strategies include the use of social media, educational content and collaborations with influencers, which are essential to improve visibility and attract investors. This study highlights the need to strengthen PR in startups, professionalise its management and promote female leadership to foster sustainability and competitiveness in a dynamic environment.
PB Instituto de Investigación en Relaciones Públicas (IIRP)
YR 2024
FD 2024-12-26
LK https://hdl.handle.net/10630/36191
UL https://hdl.handle.net/10630/36191
LA eng
NO Rando-Cueto, Dolores; Rodríguez-Veras, Ainhoa del Pino y de las Heras Pedrosa, Carlos (2024). Revista Internacional de Relaciones Públicas, 28(14), 105-132. http://dx.doi.org/10.5783/revrrpp.v14i28.878
NO This  study  has  been  funded  by  “Proyectos  de  Generación  de  Conocimiento  2022”,  Ministry  of  Science  and Innovation,  State  Research  Agency  (MCIUAEI/10.13039/501100011033/FEDER,  UE). Grant  number:  PID2022-139037OB-I00
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 19 ene 2026