| Title |
El perfil del profesional de las relaciones públicas en España: situación y tendencias del sector |
| Authors |
DEL TORO ACOSTA, ANDRÉS, ALCAIDE PULIDO, PURIFICACIÓN, LOZANO DELMAR, JAVIER, MUÑIZ VELÁZQUEZ, JOSÉ ANTONIO, TAPIA FRADE, ALEJANDRO JOSÉ |
| External publication |
No |
| Means |
CUADERNOS INFO |
| Scope |
Article |
| Nature |
Científica |
| SJR Quartile |
2 |
| SJR Impact |
0.312 |
| Publication date |
06/10/2022 |
| DOI |
10.7764/cdi.53.43279 |
| Abstract |
The main objective of this work is to develop an approach to the Spanish public relations sector through its professionals. We used a qualitative Delphi analysis among experts and a quantitative study through Qualtrics aimed at those professionals. The results determine strengths such as the sector\'s momentum thanks to diversification, influencer management and the generation of valuable content achieved by digital transformation, while they also show threats generated by that technological disruption where the sector changes at great speed; this can mean a loss of confidence in the content generated in the media by disinformation and fake news. This research\'s results will be able to guide business decision-making in communication in matters of people management; they also show the specific training needs of professionals and students. The main conclusion of this point of the study consists in the demand for a balance between soft and hard skills. The first will maintain their importance over time while the latter require professionals to continuously update in technical aspects. relations sector through its professionals. We used a qualitative Delphi analysis among expertsanda quantitativestudythroughQualtricsaimedatthose professionals. Theresults determine strengths such as the sector\'s momentum thanks to diversification, influencer management and the generation of valuable content achieved by digital transformation, while they also show threats generated by that technological disruption where the sector changes at great speed; this can mean a loss of confidence in the content generated in the mediabydisinformationandfakenews. Thisresearch\'sresultswillbeableto guidebusiness decision-making in communication in matters of people management; they also show the specific training needs of professionals and students. The main conclusion of this point of the study consists in the demand for a balance between soft and hard skills. The first will maintain their importance over time while the latter require professionals to continuously update in technical aspects. © 2022 Pontificia Universidad Catolica de Chile. All rights reserved. |
| Keywords |
hard skill; mass media; public relations; soft skills; Spain; trends |
| Universidad Loyola members |
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