El perfil del profesional de las relaciones públicas en Españasituación y tendencias del sector

  1. Andrés del Toro-Acosta
  2. Purificación Alcaide-Pulido
  3. Javier Lozano-Delmar
  4. José Antonio Muñiz-Velásquez
  5. Alejandro Tapia Frade
Journal:
Cuadernos.Info

ISSN: 0719-3661

Year of publication: 2022

Issue: 53

Pages: 295-317

Type: Article

DOI: 10.7764/CDI.53.43279 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Cuadernos.Info

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

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