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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]

The article analyzes the increasing transfer of ownership to the sources as newsmaking engines and drift of journalism as a social reference to current business information. The research focuses on the result of 673 interviews with journalists of Galicia (Spain) about levels of restraint in the construction of the agenda, the perceived balance between journalistic standards, political and economic to select and rank the news, the initiative in relationships and how to contact journalists with their sources, and professional aspects that are recognized and valued in newsrooms. [ABSTRACT FROM AUTHOR]