| Sumario: | This article presents an analysis from different conceptions of strategic communication, which in addition to linking central aspects and tensions developed by organizations today, theoretical and practical approaches are offered and contribute to rethink the way that the communication is developed in institutions. In this work the sport of surfing and its rules are vinculated as the axis that allows comparisons to contribute to addressing communication from perspectives seeking convergence between institutional interests and actors involved in the process investigating the environment, the respect to social practices and collaboration as the basis for achieving the common goals.
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