Samenvatting

This paper analyzes the situational context of EA to identify the main needs of the organization. Two main objectives have been defined related to the principal needs of EA that are employees and funds. EA must increase the familiarity of the public in order to attract potential workers and opportunities of funding. To obtain familiarity, EA needs to develop a communication strategy based on Public Relations (PR). As a matter of fact, PR helps to develop a cheap communication strategy that spread information to a large audience. PR uses third-parties to relate the information increasing the credibility of the story. Thus the public does not perceive
it as advertising but as interesting information.