Management strategies and online communication tools for value creation in media companies

Abstract

This chapter seeks to clarify the way in which media companies can create value in a digital context and maintain the competitive advantage that the strength of their brand gives them. Based on a literature review, we have identified some of the possible strategies and tools to manage the brand value of media companies. These strategies and tools are those that have to do with the management of corporate communication through the Internet. Furthermore, the La Vanguardia case study shows us how one of the main news brands in Spain manages its value. The chapter suggests that future research analyze the effectiveness that the implementation of a communication system based on corporate social responsibility (CSR) could have to generate credibility and brand value. Specifically, it proposes an analysis of the utility that digital platforms in which news brands are already present could have in that communication.