El perfil del profesional de las relaciones públicas en España: situación y tendencias del sector

Andrés Del Toro-Acosta; Purificación Alcaide-Pulido; Javier Lozano Delmar; José Antonio Muñiz-Velázquez; Alejandro Tapia Frade

doi:10.7764/cdi.53.43279

Authors

Andrés Del Toro-Acosta Universidad Loyola Andalucía
Purificación Alcaide-Pulido Universidad Loyola Andalucía
Javier Lozano Delmar Universidad Loyola Andalucía
José Antonio Muñiz-Velázquez Universidad Loyola Andalucía
Alejandro Tapia Frade Universidad de Cádiz

DOI:

https://doi.org/10.7764/cdi.53.43279

Keywords:

public relations, trends, soft skills, hard skill, mass media, Spain

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.

Author Biographies

Andrés Del Toro-Acosta, Universidad Loyola Andalucía

Professor and researcher specialized in corporate communication, digital marketing and social networks. He is the director of the Master in Corporate and Digital Communication Management and the Digital Marketing Specialization program, both programs at Loyola University. He has a doctorate in Communication from the Complutense University of Madrid. He has more than 15 years of professional experience in the field of public relations and digital social media.

Purificación Alcaide-Pulido, Universidad Loyola Andalucía

PhD, assistant professor and researcher at the Department of Communication and Education at Loyola University (Andalusia). Her areas of research are university brand image, communication on social networks and the web, and public relations. She co-chairs the Higher Education Marketing SIG of the Academy of Marketing for the International Colloquium 2019 and 2023. She is a member of scientific committees of different journals. She has been a visiting professor at Beira Interior University, Nottingham Trent University, Bournemouth University and Arnhem Business School.

Javier Lozano Delmar, Universidad Loyola Andalucía

PhD in Communication from the University of Seville and Full Professor at the Loyola Andalucía University, where he teaches Narrative and Audiovisual Aesthetics and Communication Technology in the Communication degree. His research activity is framed in the field of digital communication and his work is mainly dedicated to the study of active audiences, fandom, transmedia storytelling in film and television, and media literacy.

José Antonio Muñiz-Velázquez, Universidad Loyola Andalucía

Director of the Department of Communication and Education of the Universidad Loyola Andalucía. Responsible for the research group PositiCom (Positive Communication and Digital Culture) of the same university. Degree in Information Sciences and Psychology. Doctor of Communication. He investigates the relationship between communication, happiness and human flourishing. He has published in numerous top-tier scientific journals and publishers. Visiting professor at Loyola Chicago University, Università di Siena, Università di Bologna or Emerson College.

Alejandro Tapia Frade, Universidad de Cádiz

Degree in Advertising and Doctor in Marketing. Professor at the University of Cádiz, he has 15 years of teaching experience and numerous publications. He has carried out teaching exchanges in Portugal, Germany and Holland, and research at the University of Algarve. His research revolves around the various manifestations of advertising and technology.

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