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Relational management relies on new roles to be played by local associations and groups in the management of public affairs. Thus, the interaction with the social fabric is the link through which the managed actively become part of the municipal organization. These partnerships form a complex network of institutional relationships which in turn are framed, along with other communication strategies, in global politics municipal communication. Municipalities, as managers of the public, must work to override a relational equally destructive two trends: the municipal insouciance unique aspects of city life and abstention apathy of citizens preventing collective involvement in matters of general interest. Strategic management of links with social groups, is identified with the management model and serves as reinforcement neopublica the concept of citizenship based on the fundamental premise that citizens are the epicenter of the action of government, in this context, citizen participation stands as the active expression of various kinds of opinions on issues that affect or could affect citizens-administered.

La administración municipal relacional y participativa. Cómo construir la identidad de las ciudades desde una perspectiva de comunicación neopública