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The events sector moves around 6,900 million euros a year, and provides jobs for thousands of professionals. The digitization of our era has transformed the way we communicate and, therefore, the way events are organized, presented and disseminated. On the other hand, the transformations that the communication sector has undergone in recent years highlight the training needs that the labor market demands. The digitization of content, the change in the brand-consumer relationship or the organization of events are sectors that are especially in need of new professional profiles. Events as unique spaces that offer added value transformed by the digital presence in social media, the contribution of influencers, the use of apps, the use of streaming or gamification, are some of the tools that need this update in training. The management of good digital communication in events allows, among other things, to identify experts and prescribers, create a community around the event, broadcast live activities, virtual networking, create an online debate before, during and after the event, etc. Therefore, future event organizers should have a multidisciplinary training and with very defined skills such as knowledge of new 2.0 technologies, versatility and adaptability, as well as creative and strategic capacity. In fact, not all actions communicate by themselves, they must be accompanied by quality actions and commitments. The need for new professional profiles in the different areas of communication is a reality pointed out and studied both from the institutional and academic spheres. The objective of the work presented here is to carry out a descriptive exploratory study of the degrees currently offered by these studies in Spanish universities, to check whether they respond to the training needs demanded by the sector at present. The methodological approach used to address the study presented is qualitative-quantitative, specifically using content analysis as an ideal technique in social science studies related to communication. A mixed quantitative-qualitative methodology and a content analysis are carried out as a study technique of the analyzed sample: all postgraduate and undergraduate degrees related to the Organization of Events published in RUCT (Registry of Universities, Centers and Titles). In the first term, the more formal aspects of the sample degrees are analyzed, both in master's degrees and in degrees, to establish their basic characteristics in analysis files that collected the following qualitative variables: name of the university, type of degree. Second, a content analysis of the study plans of the selected postgraduates is carried out, using the information hosted on the web pages of each university as a source of access. Among other conclusive results, the research reflects the timid bet that the Spanish university makes for training in a sector that moves a large number and jobs in Spain. Especially in the public university, since only one university offers a postgraduate degree in this area, compared to the six offered by the private university. Likewise, it is found that professional careers change according to work scenarios, and a certain lack of incorporation of emerging profiles into the evolution of the sector is observed, so a more precise interrelation between profile-task / function-specialization should be established. [ABSTRACT FROM AUTHOR]

Third sector organizations are organizational structures that contribute to the countries social welfare. This type of organizations requires their audiences support and understanding in order to accomplish their organizational objectives and, to obtain such support, they must communicate in a transparent form with their audiences. Transparency must be understood as a third sector organizations ethical duty with a view to announce their audiences not only detailed information about the use of financial resources but also to keep them informed about their actions, decisions and daily behaviors. Third sector organizations must manage their transparency and best practices not as designed action within a logistical or merely operational plan, but as the core idea of a strategic plan that allows them to create bonds of trust with strategic audiences such as: collaborators, donors, volunteers, government, other third sector organizations and society. When the audiences notice that a third sector organization puts their transparency and best practices into practice as an ethical and voluntary attitude for making visible and explaining each one of their actions, decisions, projects, profits and results, they will not hesitate to participate with it and offer their unconditional support. Comprehensive communication plays a fundamental role in the transparency strategic management of the third sector organizations, since it is through it that the audiences are able to know in detail the organization actions. Owing to, currently, digital media own a great reach, third sector organizations transparency and best practices must be communicated using digital media in a proper form. That is, organizations must not only design strategies to strengthen their transparency, but they also must communicate them with their audiences. With that said, the objective of this research was to analyze and to compare through a content analysis the comprehensive communication level in digital media owned by the third sector organizations from Mexico and Spain with NGO certification accredited to communicate their transparency and best practices to their audiences via their website and official social media: Facebook and Twitter. The third sector organizations sample was of 104 Spanish organizations and 104 Mexican organizations. This research was performed through a quantitative content analysis. Such analysis is digital and it was carried out in the official website and in two social media: Facebook and Twitter. It is a cross-sectional research, since the information gathering was performed during the period January-August, 2020. The research stages were: definition of the sample, definition of variables, information coding and analysis and interpretation of results. The study categories were determined from the nine transparency and best practices principles of Lealtad y Confío foundation; indications based on international standards recommended by the ICFO (International Committee on Fundraising Organizations). The main findings were that the communication level in the Spanish third sector organizations was better than in the Mexican organizations; however, both organizations have the challenge to efficiently communicate their transparency using digital media. Although it is true that Spain owns a better level of transparency and best practices comprehensive communication in digital media compared to Mexico, it has merely focused in taking advantage of its website, leaving the advantages of social media, Facebook and Twitter, aside. [ABSTRACT FROM AUTHOR]