page_title: Ramón Massó Tarruella
section_title: Communication expert
hierarchical_section_title: Ramón Massó Tarruella / Communication expert
caption_attribution_description: English: LA COMUNIÁCACION Español: LA COMUNICACION
context_page_description: Ramón Massó Tarruella was a Spanish media and communications expert and a former Carlist politician.
context_section_description: In mid-1970s Massó co-founded Alas, one of the first media agencies in Spain and became head of its Barcelona branch. About the same time he launched the term "politing", intended as a merger of "politics" and "marketing" and meant as a specialized knowledge (if not a science itself) on the crossroads of social sciences, public relations and politics. His work Introducción al “politing”. Lanzamiento de un aspirante (1976), apart from gaining official prizes (Premio Markedit, Premio Instituto Nacional de Publicidad), generated also significant interest among the academics, politicians and commentators.  The book was formatted as a systematic theoretical lecture on the basics of political marketing, though it contained many explicit and implicit references to the 1957–1967 political experiences of the author. Relative success of launching Carlos Hugo became one of Masso's key credentials as a scholar in public relations and as a businessman running commercial (he claims authorship of La Caixa brand) and social (e.g. cancer awareness) media campaigns. He followed with another book, De la magia a la artesanía: el politing del cambio español  (1980), becoming a nationwide recognised scholar and giving courses organised by Sociedad Española de Anunciantes, Instituto Nacional de Publicidad or Escuela Oficial de Radio y Television.
  In the 1990s Massó switched his focus to media with El exito de la cultura light: Anuncios y noticias (1993) and Noticias frente a hechos: Entender la realidad despues de leer los periodicos (1997). Later on he broadened his interest into the wider realm of public communication, focusing on combined multidimensional holistic forms and channels of information exchange named "integral communication". He co-founded the Barcelona-based Institut de Comunicació Integral, an independent college specializing in marketing, brand communications and public relations, and became its president. ICOMI turned out to be a commercial (though not necessarily scientific) success and became a fashionable educational institute (incorporated into Universidad Abad Oliva CEU in 2003). During the last decade Massó published successive books on culture, communications and politics: Otro rey para España: crónica del lanzamiento y fracaso de Carlos Hugo (2004), Los últimos días de la Telecracia (with Enrique Nebot, 2009), Nacimiento y muerte de las marcas (with Joaquín García-Lavernia Gil, 2010), Navegando por el cachondeo de la historia (2012) and even a children's book, La segunda vida de Don Jos Kintana (1999). He maintaied Twitter and Facebook accounts, scarcely active during last years of his life.
caption: communication model (sample)
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