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En el siglo IV a. C. comienza el declive de la supremacia ateniense en Grecia derivado de las continuas luchas internas, el auge del imperio persa y la amenaza militar de una Macedonia fuerte conducida por Filipo II. En este contexto Demostenes desarrollara, a traves de sus Filipicas y sus Olinticas, la que puede ser considerada una de las primeras campana de comunicacion y relaciones publicas institucionales de la antiguedad, sustentada en la persuasion de la oratoria, para concienciar a la opinion publica a cerca de los peligros que el regimen autocratico macedonio representaba para los principios democraticos atenienses. A traves de una revision teorica fundamentada en el uso de fuentes secundarias, sobre todo bibliograficas, los resultados de este trabajo demuestran que la campana desarrollada por Demostenes contra Filipo II de Macedonia puede ser considerada como una de las primeras campanas estrategicas de relaciones publicas que, con una finalidad persuasiva, se sustento en el uso intencional de la oratoria.  In the 4th century B.C. it begins the decline of the Athenian supremacy in Greece derived from the continuous internal fights, the summit of the Persian empire and the military threat of a strong Macedonia led by Filipo II. In this context Demostenes will develop, through its Philippics and Olynthiacs, one of the first public relations campaigns of the antiquity, sustained in the persuasion of the oratory, to report to the public opinion about the danger that the autocratic Macedonian regime was representing by the democracy of Athens. Across a theoretical review based on the use of secondary sources, especially bibliographical, the results of this work demonstrate that the campaign developed by Demostenes against Filipo II of Macedonia can be considered to be one of the first strategic campaigns of public relations that, with a persuasive purpose, were sustained in the intentional use of the oratory.

Oratoria y relaciones públicas: las Filípicas y las Olínticas de Demóstenes como una de las primeras campañas de comunicación institucional