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The expansion of digital communication technologies has been accompanied by the development of a “dialogical theory” of Public Relations, a theory that saw in new media the potential to implement ethical principles about dialogue to communications between organizations and publics. This article studies the current situation of the subject from two points of view: a critical literature review and discourse analysis of the 40 largest public relations consulting companies in Spain. As a result of the first component, “the unfulfilled promise” of the new media is highlighted. The analysis of the consulting discourse, on the other hand, shows the preference given to conversation and engagement as alternative concepts, the persistence of the discursive connection between digital technology and dialogic processes, as well as the existence of three basic forms this connection assumes. Theoretical and practical implications of these results are discussed. [ABSTRACT FROM AUTHOR]

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]