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The Global Capability Framework for Public Relations and Communication Management (Fawkes et at., 2018) is the first international proposal that applies the capability concept to the discipline in order to describe the scope and future potential of a global profession. A global framework with 11 capabilities is the result of an empirical research (Delphi, survey, interviews and focus groups) with more than 1.400 experts, scholars and practitioners, in nine countries of five continents (Argentina, Australia, Canada, Singapore, South Africa, Spain, Sweden, UK and USA). Also, each country has its own capability framework. In this paper it is presented for the first time the specific frameworks, and its comparison, from Argentina and Spain, the only participants' hispanic countries. As a general conclusion, the findings reveal a strong strategic and social orientation of the profession, but there are significant differences that may be explained by different regional contexts. [ABSTRACT FROM AUTHOR]

The current work studies the situation of main companies in audiovisual social media. These companies are placed in the top positions of the 2014 Merco (Corporative Reputation Business Monitor) ranking according to corporative reputation. The objective of the study is double. First, it pretends to analyse the presence, it means, in which of these channels companies are present. Second, for obtaining more realistic results, it searches to evaluate their degree of proactivity because presence is not the same as utilization neither proactivity. Results show that attending to Spanish companies presence, Youtube and Linkedin are the main social media. Attending to proactivity, Vine, Linkedin and Youtube stand out. The analysis of the circuit of content confirms that the images and photographies are more recycled than video. It would be of interest rethinking the strategy in social media to set where companies want to be and with what objective. [ABSTRACT FROM AUTHOR]

This paper aims to know the communication management by Third Sector organizations during the economic crisis, which has value to the work of these entities in a moment of trust deficit and loss of credibility in the institutions. The paper analyzes the model of staff and management of communication developed by six different profile NGOs working with groups at risk of social exclusion (Red Cross, Caritas, Charity House, CEARPV, COCEMFECV and FEAPSCV) in Valencia, tackling the situation in an autonomous region particularly affected by the crisis. [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]

The study tests the hypothesis that Spanish franchise companies innovate when it comes to communication strategies focused on one of their primary targets: potential franchisees. The purpose of this article is to analyze the communication strategies developed by these companies to attract new partners. The management and assessment strategies used by franchisors in the current situation marked by crisis and technological change are examined. Both qualitative and quantitative techniques are applied. In conclusion, it is determined if companies apply innovative strategies by making use of new media and support aids, or if they continue to use traditional methods. [ABSTRACT FROM AUTHOR]

This article presents the complex environment in which the Public Relations, are developed is needed noticing his practice from a systemic perspective where the organizations and publics interact and influence reciprocally, for this reason the decision making process will be ethic. With a strategy based on trust, respecting the man's nature, it is focused on the construction, maintenance and defense of the organizations with his audiences strengthening the quality of the links that those uniting; finally, generating trust is the constant in the profession. This is translated on a good reputation that in the long term is always most profitable. [ABSTRACT FROM AUTHOR]

Public relations, advertising and marketing agencies contribute to the dynamism of the economy of Ecuador, for which they make effective use of communication techniques to strengthen the image and reputation of organizations towards their public. This research aims to determine the support that agencies provide to the integral communication management of organizations. This research is pioneer in the country and is born by the lack of information regarding the agencies. Through quantitative and qualitative research we obtained information related to the companies that offer such support. The results reveal that in Quito and Guayaquil is where the greatest settlement of such companies exists. The advertising and marketing agencies offer integrated communication services; there are also public relations agencies that are increasingly gaining more space in the policy of business communication. [ABSTRACT FROM AUTHOR]

Due to the boom in the number of people studying Social Communication - Journalism and Communication programs in general, small and medium sized enterprises (Spanish acronym pymes) are increasingly demanding more and more communication graduates so that this particular type of professionals directly intervene in their entrepreneurial processes, not only in the area of information, but in the development of their own communication skills and knowledge as a support tool for their managerial tasks. This article is an attempt to establish the impact that graduates of the Communication and corporative relations program of the Universidad de Medellín, have had on pymes, and to reflect on the necessary relationship between education and communication and its potential to generate democratic awareness among the communicator-actors that interact in complex environments. [ABSTRACT FROM AUTHOR]

Company responsibilities and their interpretation through concepts such as corporate social responsibility, corporate citizenship or sustainable development (CSR/CC/SD) occupy a central position today in research in public relations and company management. However, communication still seems to be the hidden link in corporate responsibility. There is still a big demand for works that delve into the way in which institutions communicate these responsibilities. To the extent that Internet has become an important medium for communicating with company stakeholders, interest has also arisen in how to communicate responsible behaviour through corporate websites. Earlier works have shown the growing importance of the medium for this undertaking and also the divergences in use taking place in different parts of the world. The authors of this article have developed a specific tool for analysing the treatment given in corporate websites to affairs of corporate social responsibility, corporate citizenship and sustainable development, and they have carried out an analysis of all the companies on the IBEX-35 index. In this article they present the first results for companies registered on the Spanish stock exchange. [ABSTRACT FROM AUTHOR]

Organizations promote and participate in political communication actions address to many publics: legislators, officials, pressure groups of journalists. Today is obvious that business men bear in mind the political dynamic of the organizational environment. Corporate communication, by public relations, media strategies, lobbying and advocacy advertising, represent many political communication's actions and forms promote by corporations' dominant coalitions. However, in the past years, issues management, who use the techniques of these corporate communication forms, raise as a communication strategy to prevent and adapt to political and public issues that can affect the corporations' organizational development. The Microsoft's conflict with the government of the United States and the European Union explains this new communication form of the organizations as political actors. [ABSTRACT FROM AUTHOR]