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The managerial function of communication and PR requires the use of a scientific method for decision-making that makes it possible to correctly define the starting problem of strategic programming through an effective diagnosis, establish the objective to be achieved and, subsequently, evaluate correctly the success achieved, taking into account that the final strategic objective is to establish relationships of trust with the publics. In this article we seek to identify the contents that form competencies and research capacities in strategic planning within the study plans of the own (unofficial) master's degrees directly linked to the function of communication management, offered in Spain during the 2019-2020, to determine if the graduates have been prepared, as future managers, to investigate properly. Matilla (2018) proposes a series of information and research techniques and methods -basic and applied- that should be worked on in the first stage of the strategic planning process and that will serve as a guide for the contents that should be worked on at the training level. Through content analysis, a total of 38 unofficial master's degrees were identified that met the first search requirements in the 2019-2020 academic year, of which, after carefully reading their subjects, competencies and professional opportunities, it was seen that only 13 were directly linked to the communication management function, both from an integrated department of an organization, as well as from agencies and consultancies. The final sample unit showed that the word "research" literally appeared in 7 subject titles of 6 different master's degrees. Likewise, the descriptions or contents of another 26 subjects included at least one concept linked to the initial stage of research, such as "audit", "diagnosis", "analysis" (psychosocial, of publics, of data, of insight, executive...), "measurement", "monitoring", "metrics", "evaluation", "audience map", "information search", "issues management", "research of futures", "interpretation of results" or "social trends". A third of the Spanish master's degrees directly linked to the function of communication management do not offer any type of training in strategic research, despite its importance at a professional level, and only half of them offer at least one specialized subject in research. There is no master's degree that literally includes all the necessary contents identified by Matilla (2018) to correctly carry out the first stage of research, although there are some universities that show a high interest in training professionals capable of empirical research. Reliable proof of this interest is the Carlos III University of Madrid, which offers more than 50% of its ECTS with some mention of research techniques, methods or typologies. In short, it can be seen that depending on the postgraduate training in question, future communication and PR professionals will be trained -or not- to conduct scientific research, so that a third of postgraduates will not have received specific training in strategic research and will not be able to acquire the research skills necessary to adequately exercise the management function. [ABSTRACT FROM AUTHOR]

The economic situation in Spain during the first half of the year 2022 was characterised by a rise in prices which had a major effect on fuel prices. Within the framework of crisis communication management, this article discusses the strategies followed by the main companies in the fuel sector on Twitter by using the content analysis method. The results show that silence was the main position adopted by these organizations. This reflects the absence of proactive crisis management. [ABSTRACT FROM AUTHOR]

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The study analyses the main challenges perceived by communication consulting sector in Spain in a post-convergence context. An in-depth questionnaire to communication agency professionals and content analysis of their corporate websites and social platforms was used as methodology. The results point to a situation in transition between old and new practices, in which digitalisation is perceived as a current need and a challenge to sector's adaptation capacity, while only some agencies use the new channels offered by Internet for their own management of transparency and online visibility. A double reactivity is detected: with respect to their vision of the future, and to digital brand leadership. The research provides clues that can help researchers, professors and professionals to evaluate the sector and detect adaptation needs for the present and the future. [ABSTRACT FROM AUTHOR]

CEO's political activism is understood as the participation in current controversial issues, when these are not directly related to the general management or economic aspects of the firm. This study analyzes the public interventions of the presidents of 18 Spanish reference companies through the collection of public information (n = 1,952). Such information is published at their virtual press room to identify political, social or environmental issues in presidents' speeches. It is concluded that CEO activism is a challenge for organizational communication that has not yet exploited the managerial ability to intervene in issues outside the market. Climate change appears as the most attractive lever for public discourse. [ABSTRACT FROM AUTHOR]

The article analyses the Merco 2013 Spanish companies best positioned YouTube employment, what covers: audiovisual genders, purpose, length and level of answer by users. It concludes that Spanish companies still are in an experimentation stage with the new channel, although they already include it in their strategies of external communication. It detects a fault of interest for generating dialogue with the users. The communication of CSR actions is an upward trend. [ABSTRACT FROM AUTHOR]