Pedreño Santos, Ana2024-08-022024-08-022024-07-24Pedreño-Santos, A. (2024). Enhancing shopping centers’ media visibility. European Public & Social Innovation Review, 9, 1–16. https://doi.org/10.31637/epsir-2024-39010.31637/epsir-2024-390https://hdl.handle.net/20.500.14352/107359In times of crisis such as a war, pandemic or meteorological hazard, companies face a double challenge: communicating with the consumer both from a commercial point of view and communicating to the consumer the instructions to follow derived from the risk situation. This research provides a conceptual and managerial overview of the components generating media impact in times of health crisis. Methodology: First, seventeen components are identified and grouped in three dimensions: content, format and organisation. We study the communication strategy of four shopping centres during the week of the reopening of the shopping centres after the COVID-19 pandemic lockdown of March-May 2020 in Madrid, Spain. Second, 164 news stories are analysed with a panel of experts and a principal component analysis, to determine the components of communication that present higher impact on media. Results: Shopping centres media visibility in times of crisis, increase by using intuitive content that generates learning and security, in a format that details instructions clearly. Conclusions: It is a must for companies to have previously worked on building credibility and brand awareness, in order get space in media during crisis periods.engAttribution 4.0 Internationalhttp://creativecommons.org/licenses/by/4.0/journal articlehttps://epsir.net/index.php/epsir/article/view/390https://docta.ucm.es/rest/api/core/bitstreams/ece089f7-7394-4793-a20e-68a1a9078a02/content?authentication-token=eyJhbGciOiJIUzI1NiJ9.eyJlaWQiOiIxZTM4ZDA2Yy0xMjA5LTRiODAtYjdkNi03NjRjOGE0ZWY1ZjMiLCJzZyI6WyJjZjI0MzJkZi0xZTM2LTRmMDQtYmI3ZC03OTNiMzMyYTE4ZTkiXSwiYXV0aGVudGljYXRpb25NZXRob2QiOiJzaGliYm9sZXRoIiwiZXhwIjoxNzIyNTA1NDEyfQ.RASlYTz4dWOzNz3D2NkOuouCLVG-CMPmxvDBHS-_3ekopen accessCiencias Sociales5311.05 Marketing (Comercialización)