Resumen

DEL AGUILA LIMA, Julio Juan. Prospective analysis of media presence of the business sector in Peru. Comuni@cción [online]. 2015, vol.6, n.2, pp.15-26. ISSN 2219-7168.

The article analyzes the reputation of the companies in the principal print means of general and economic information of the country. The study aims to discover what sector and what business, commercial and business are important and relevant issues in organizations, print media and on the agenda of the readers. In addition, other corporate communication strategy is applied efficiently to promote media reputation since the information is not advertising. In the studio methodology is applied as convergent, the framing and agenda setting theory, the clipping and content analysis; getting through this, the overall frequency of 958 news, 703 companies and 31 sectors. Similarly a qualitative and quantitative study whose results are relative and versatile in every business sector was made. The results show the financial sector as the most important and relevant in the country, the influence of the same relevance for the activity of other sectors; however, negative media presence is obtained only in the mining sector (environmental issue) and mobile services.

Palabras clave : Reputation; frequency; importance; relevancy; corporative communication.