Resumen

IBARRA LOPEZ, MIGUEL ÁNGEL. The Risk: Unfortunately a New Professional Performance Field for the Social Communication Studies. Signo pensam. [online]. 2011, vol.30, n.59, pp.60-76. ISSN 0120-4823.

As a support for risk management, strategic communication makes evident its effectiveness on the processes that have great impact on societies, such as natural disasters. Unfortunately, only in those moments the real scope of effectiveness of the actions proposed in the strategic plans for Risk Management, and socialized via social communication, is truly measured. The commitment to communication becomes an essential element as it promotes the dialogue between all the social actors. It also promotes the command of technical concepts and the apprehension of topics related to the issue, through communicative strategies that generate consciousness on vulnerable population. In addition, it helps to the implementation of the real concept of sustained local development, as an unavoidable factor to think about disaster risk prevention.

Palabras clave : Communication for risk management; strategic communication; educommunication; communication for the social change; crisis communication; sustained local development; Persuasive Communication; Communication strategies; Sustainable development.

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