The COVID-19 pandemic forced many higher education institutions to suddenly pause in-person teaching and learning in favor of Emergency Remote Teaching and Learning (ERTL). Strict social distancing measures required institutions to offer courses, programs, and services without any direct contact between students, faculty, and staff; higher education created a contactless teaching and learning environment. This exploratory study analyses various applications of ERTL through a systematic literature review using the Preferred Reporting Items for Systematic Reviews and Meta-analyses (PRISMA) guidelines. The results from the review of the literature are presented through a Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis for students, faculty, and the institutions.

The immediacy of the COVID-19 pandemic highlighted the sheer importance of internal and external communication with stakeholders. Universities had to rapidly grasp an unfolding and fast-changing crisis, gauge their level of preparedness, review decision and implementation processes, devise strategies, and adapt communication approaches. This exploratory study conducts a literature review in order to identify relevant studies that address how higher education institutions communicated to their stakeholders during the COVID-19 pandemic. The review of the literature revealed that although many higher education institutions had disaster recovery plans in place, few were well-equipped for a disruption of global proportions. Using a grounded theory approach, five important themes emerged from the relevant studies.

Recibido el 6 de junio de 2017, aceptado el 28 de septiembre de 2017.Resumen: El objetivo de este artículo de revisión bibliográfica es analizar el impacto de las redes sociales en la creación de la reputación online de una marca hospitalaria. El artículo propone el modelo PMA de gestión de la reputación online para marcas hospitalarias, y concluye afirmando que la existencia de un equipo multidisciplinar, la proyección de la marca en el largo plazo y la implicación de los profesionales de la salud son aspectos determinantes para que el Director de Comunicación de un hospital pueda crear una marca reputada.Palabras clave: Salud, comunicación corporativa, marca, reputación, redes sociales. LaburpenaBerrikuspen bibliografikoan oinarritutako artikulu honen helburua da sare sozialek ospitalemarka baten online ospearen eraketan duten inpaktua aztertzea. Artikuluak PMA kudeaketaeredua proposatzen du ospitale-marken online ospea kudeatzeko, eta ateratzen duen ondorioa da ospitale bateko komunikazio-zuzendariak alderdi erabakigarri hauek erabil ditzakeela ospe oneko marka bat sortzeko: diziplinarteko talde bat izatea, markaren epe luzerako proiekzioa, eta osasunaren arloko profesionalen inplikazioa. Gako-hitzak: Osasuna, komunikazio korporatiboa, marka, erreputazioa, sare sozialak. AbstractThe objective of this bibliographic review paper is to analyse the impact of social media in the creation of the online reputation of a hospital brand. This paper proposes the PMA model

Cómo citar: Del RÍO-PÉREZ, Jorge; MEDINA-AGUERREBERE, Pablo (2015). Comunicación interna hospitalaria: una aproximación desde la creatividad. Resumen Abstract La gestión profesional de la comunicación institucional se ha convertido en una iniciativa estratégica para aquellos hospitales que desean crear una marca sólida. Para ello, la definición de la arquitectura de marca (identidad, valores, misión, visión, cultura e imagen) y su difusión entre los stakeholders internos resulta fundamental. El objetivo de este artículo es reflexionar sobre el impacto que tiene la creatividad publicitaria en las acciones de comunicación interna que realiza un hospital para crear marca. Para ello, se realiza una revisión bibliográfica sobre la comunicación institucional hospitalaria, la comunicación interna y la creatividad publicitaria. El artículo concluye que la creatividad contribuye positivamente a dinamizar la comunicación interna del hospital y a crear una marca hospitalaria sólida.

La implantación de las redes sociales como una herramienta de comunicación institucional, las nuevas exigencias de los pacientes y la mayor competencia entre hospitales han obligado a estas organi­zaciones a repensar sus estrategias de comunicación. La creación de una marca reputada que ayude a consolidar el posi­cionamiento estratégico de la organiza­ción en el mercado sanitario se ha con­vertido en una prioridad estratégica para todos los hospitales. El objetivo de este artículo de revisión bibliográfica es ana­lizar el impacto que tiene en la construc­ción de la marca hospitalaria la comu­nicación interpersonal que el profesional de la salud mantiene en las redes sociales con los stakeholders del hospital. El ar­tículo propone un modelo de promoción de marca basado en la comunicación interpersonal que realiza este profesio­nal en las redes sociales y concluye que los hospitales que desean construir una marca reputada deben tomar medidas económicas y de management, instau­rar planes de comunicación y fomentar la colaboración entre profesionales de la salud y de la comunicación. Hospital Brand Promotion Through InterpersonalCommunication Maintained by Health Professionals on Social Media The implementation of social media as a corporate communication tool, the new demands of patients, and greater competition between hospitals have led these organizations to rethink their communication strategies. The creation of a reputed brand that helps an orga­nization to reinforce its strategic positio­ning in the health market has become a strategic priority for all hospitals. This literature review paper aims to analyze the impact on hospital brand construc­tion of the interpersonal communica­tion between health professionals and the organization’s stakeholders in social media. This paper proposes a model of brand building based on the interper­sonal communication carried out by these professionals in social media, and concludes that hospitals that want to build a reputed brand must take eco­nomic and management measures, implement communication plans and promote collaboration between health professionals and corporate communi­cation experts.

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Implementing an efficient corporate communication strategy has become a priority for all hospitals interested in building a meaningful brand. To do that, most of these organizations resort to social media such as Facebook, Twitter or Youtube. Thanks to these platforms, hospitals improve and dynamise their relationships with stakeholders, especially patients, employees and media companies. This literature review paper aims to better understand how hospitals should manage these platforms in order to build a meaningful brand based on human values. To do that, we conducted a literature review about different concepts such as corporate communication, brand, social media, and reputation; and, based on this research, we proposed an online communication model aiming to help hospitals build meaningful brands (Medpac Reputation Model). We concluded that hospital organizations should implement professional protocols to analyze the information gathered from social media, prioritize a public relations approach and ban all marketing-related initiatives, and, finally, conduct constantly different research initiatives about the health market.

This paper aims to evaluate how Canadian hospitals manage Facebook, Twitter, Youtube and their own corporate websites to promote their brand and reinforce their strategic positioning. We carried out a literature review about corporate communication, branding and health organizations; and then, we defined 48 key performance indicators to analyze how the best 85 Canadian hospitals managed Facebook, Twitter, Youtube and their corporate website for promoting their brands. We concluded that most Canadian hospitals used their corporate website for disseminating journalistic information; Facebook and Twitter, for interacting with patients; and Youtube, for publishing videos about health education.