La comunicación institucional de los gobiernos locales en situaciones críticas
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In a context characterized by “permacrisis” and the consolidation of the risk society, institutional communication has become a central element of public management, particularly at the local level. This article analyzes the role of communication in crisis and emergency management by municipal governments, considering the significant transformations in today’s media ecosystem, which is now heavily defined by social networks and messaging platforms.
By providing a theoretical review of risk, crisis, and emergency, the article examines the specific challenges faced by local administrations operating in environments of information overload and high-velocity disinformation. It specifically investigates the role of platforms such as X and WhatsApp, alongside the influence of traditional media and content creators in shaping interpretive frames during critical events.
The study identifies four strategic pillars essential for effective management: thorough preparation through protocols and risk analysis, the critical necessity of avoiding institutional silence, the ongoing contest for narrative framing, and the careful selection of competent, credible spokespersons.
Through an analysis of recent cases across the Americas and Europe, the research highlights both successful best practices and recurring errors in communication management. While professionalization has advanced significantly at state and national levels, substantial deficits remain at the local level, particularly within smaller municipalities. Ultimately, the article proposes a holistic approach that integrates social media, traditional media, and supra-local support, arguing that proactive, transparent, and strategically oriented communication not only reduces reputational damage but actively contributes to protecting lives and maintaining institutional legitimacy.