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As institutions committed to society, universities communicate their responsible behavior and their impacts on the environment and community through University Social Responsibility (USR) and sustainability reports. This paper analyzes USR management in the 50 higher education institutions that belong to the Spanish public university system and their commitment to the Sustainable Development Goals (SDGs) of the 2030 Agenda. A descriptive methodology was followed to carry out a document review and content analysis of their social responsibility and sustainability reports, as well as their institutional development plans. The results show that both the conceptualization and management of USR as a policy is very heterogeneous between universities and by regions. There is little evidence that USR policies are deeply rooted in a government framework and that the contribution of public universities to the 2030 Agenda is incipient. Although the relationship with internal and external audiences is represented in the documents, there are weaknesses in the relationship with mixed interest groups. Responsible communication is presented as a mechanism for the integration and promotion of the SDGs in universities and as a manifestation of their relationships with stakeholders. [ABSTRACT FROM AUTHOR]

Institutional communication is becoming a strategic instrument for universities, since it facilitates the relationships with their various publics and allows positioning of the institutional brand, which will contribute to building a distinctive reputation. The types of content disseminated by universities via their social media accounts will contribute decisively to these objectives, since the way in which the different topics are communicated may influence the publics’ perceptions of these higher education institutions. This research analyses the different types of content disseminated by universities (in Europe, the United States and Latin America) via their accounts on social networks (Twitter, Facebook, and LinkedIn), to assess the main content topics that define the universities’ communicative positioning. A content analysis of the publications by universities on their social networks was carried out, representing an appropriate method to recognize the main themes and topics of their communication strategy. The results reveal two main thematic blocks of content: functional (teaching, research and social commitment topics) and institutional (organizational and contextual topics). Institutional publications are the most relevant block of content, far above the functional posts. In terms of specific topics, the organizational ones are the most common, well above publications on teaching or research, while contextual and social commitment content is used marginally. Most universities, in all regions and on all social networks, follow a dominant strategy of institutional content. So, the higher education institutions are mainly using social networks as a strategic tool for institutional positioning, more than informing about their daily activity. [ABSTRACT FROM AUTHOR]

Fifty years after the introduction of Communication studies into Spanish universities, this article presents the results of a descriptive investigation of on-campus university education in Advertising and Public Relations in Spain, with the dual aim of gaining an understanding of how it is formally, and what and how it is taught. A total of 1,815 teaching guides amounting to 10,224 ECTS credits were compiled for the 41 degree courses taught in 38 training centers. The data collected in coding sheets were statistically analyzed and grouped into 57 variables. The results highlight the majority of private initiatives in university education in this area, and the scarce internationalization with only token use of English in teaching. We observe a significant relative presence of cross-cutting content between Communication and other areas, as well as a clear predominance of Advertising training over Public Relations. The most relevant specialized areas are creativity, and advertising and digital marketing. In teaching, a greater weight of practical activities is observed compared with traditional theoretical or master classes. The evaluation of students is also more based on practical work rather than written tests or examinations on theoretical knowledge. These latter aspects confirm the footprint left by the Bologna Plan and the regulations it drove, although the methodological renovation it advocated has yet to be fully achieved. [ABSTRACT FROM AUTHOR]

The late incorporation of Spain into the international circuit for the publication of results of scientific research in Communication has not proved to be an obstacle to reaching a level similar to international research in this discipline recently. However, this development is still subject to some obstacles. In this study, we carried out co-word and cocitation analyses of the intellectual and thematic structure of articles published by researchers affiliated with Spanish centers in journals indexed in the Communication category in Scopus and published between 1980 and 2020 (n = 7,422). This enables an analysis of the intellectual and thematic structure of Communication studies between 1980 and 2020 and its evolution. The aim is to contextualize this process, in a broad sense, thus establishing the similarities to and differences from European (n = 33,615) and Latin American (n = 5,160) Communication research during the same period. The results reveal a homogenization of the research interests between Spanish academics and their European counterparts during the last decade, with an emphasis on digital technologies and social networks. The first prominent studies in Spanish research have also appeared, albeit not yet becoming established as such on the international stage during the last decade. It is concluded that Spanish Communication research has developed around Journalism while the other classic disciplines (Audiovisual Communication, and Advertising and Public Relations) have not managed to consolidate a coherent and cohesive thematic and intellectual community to date, mainly due to their greater heterogeneity. [ABSTRACT FROM AUTHOR]

There are abundant research articles on Spanish study plans in the field of journalism, and they are highly suitable for current professional profiles. However, there are fewer in the advertising area, and they focus mainly on specific subjects or universities, are not up to date, and use techniques other than the revision of the syllabus. This article presents the results of a descriptive study analyzing 35 university degrees in Advertising and Public Relations, both presential and online, in Spain to determine their suitability to address the needs of the sector. Of these plans, only three were offered online in the academic year 2019-2020. We analyze the structure of the study plans, the specific competences and skills covered, the profiles of new university entrants, graduation, and employment opportunities. There is a gap in terms of online education offering personalized education to obtain key competences (public speaking, idea generation, and teamwork). This research provides a useful guide for those aiming to design a degree course, specifically in Advertising, identifying good practices and trends in curricular design. The need for transversal training in strategy and creativity is discussed, based on an analytical and creative profile that prepares graduates as advertising and communication management professionals. Creativity continues to be important for the training of Advertising graduates, and new subjects are required to match this multidisciplinary angle. The use of English, new technologies, and data analysis are some of the key subjects to study. The necessary skills include communication, teamwork, and the ability to resolve problems and face difficult situations. [ABSTRACT FROM AUTHOR]

Communication studies in Spain have now become consolidated based on their evolution over the last 50 years. The aim of this paper is to provide an in-depth analysis of the current state of Spanish higher education in Communication. To this end, an analysis is carried out of the structure and composition of the undergraduate and postgraduate degrees (master and PhD studies) in Communication at public and private universities in Spain, paying special attention to the centers that host these studies, the people who contribute to their operation, and their offerings and distribution. Using a descriptive methodology and the content analysis technique, an analysis form is applied to the universities composing the system of Communication studies in Spain, based on their offerings and the information available and accessible on their institutional websites. The results reveal the difficulty of accessing such data and the lack of common criteria (or compliance) for presenting such information on official websites. The results reveal a greater offering at the national level but a wide dispersion of the higher education offering in terms of type, location, type of university, and territorial distribution. We also highlight the gender gap in terms of faculty leadership as well as among teaching staff. We emphasize the phenomenon of double or combined degrees, especially at private universities. [ABSTRACT FROM AUTHOR]

The international health crisis caused by Covid-19, more serious than those caused by SARS, MERS, influenza A, and Ebola, poses an unprecedented challenge for all institutions around the world in combating the infodemic. The main objective of this work is to analyze institutional behavior through Twitter to determine whether it is possible to deduce an effective institutional online crisis communication model that is applicable in wider contexts. In this sense, a quantitative methodological design is established based on content analysis performed on a simple of 995 tweets from the official Twitter accounts of institutions in charge of managing the health crisis during the first state of alarm in Spain: @sanidadgob (483 tweets), @mitmagob (154 tweets), @defensagob (263 tweets), and @interiorgob (95 tweets). The results illustrate a predominance of empathetic and security-related messages (60.40%); a stable distribution of tweets per day, with 88.74% of them published between 10:00 and 20:59; a moderate use of audiovisual resources (32.26%) with a very informative approach (96.18%); a few significant differences according to the chi-squared statistic with respect to the format (2 (12) = 606.066; p < 0.001) and approach (2 (3) = 36.084; p < 0.001) depending on the accounts analyzed; and a substantial level of engagement with the Spanish Ministry of Health's account (68.96%). These results demonstrate that Twitter allows the application of an online institutional communication model that is easily transferable to an international context, suggesting a public relations strategy based on information transparency and constant information flow. [ABSTRACT FROM AUTHOR]

Most organizations face crisis situations that jeopardize the trust of their stakeholders. Crisis communication has become one of the most prominent areas both in practice and in public relations research. This study presents a quantitative analysis of recent scientific research in crisis communication to assess the situation and discover the main current advances in the area. Journal articles from six prominent international databases were selected: Proquest Research Library, ABI/Inform Collection, EBSCOhost Academic Search Complete, EBSCOhost Business Source Complete. EBSCOhost Communication & Mass Media Complete and Elsevier's Science Direct Journals Complete. Specifically, a total of 143 scientific articles published between 2008 and 2018 were collected and analyzed from six international peer-reviewed journals specialized in public relations and crisis communication, as well as the main crisis management journals included in the Web of Science and Scopus: Public Relations Review, Journal of Contingencies and Crisis Management, Corporate Communications, Journal of Public Relations Research, Journal of Communication Management and International Journal of Strategic Communication. The review of these texts led to the establishment of five hypotheses corresponding to the six stated objectives. Content analysis was used as the quantitative technique, focusing on the following elements: themes, theories, methods, results, and geocultural characteristics of the authors. The results reveal the research trends in the area over the last decade. [ABSTRACT FROM AUTHOR]

Cancer hospitals manage social media platforms in a professional way to improve their relationships with internal and external stakeholders and reinforce their corporate brand. To do so, they need their health professionals to be involved: these professionals become brand ambassadors able to influence society. Nevertheless, they face different challenges: legal issues, new patients' demands, privacy-related matters, or the difficulty of disseminating scientific content. This literature review paper analyzes how cancer hospitals manage their social media platforms to improve their reputation. To do this, we carry out a systematic literature review focused on papers published in the USA and Spain, based on the Salsa framework proposed by Grant and Booth (2009). We then define an online corporate communication model allowing cancer hospitals to improve their reputation through Facebook, Twitter, and YouTube (MedPac Model for Building Cancer Hospital Brands). The paper concludes that this model is useful for cancer hospitals because it prioritizes persons (brand ambassadors) rather than companies, focuses on scientific and emotional content rather than business information, and is based on human values. [ABSTRACT FROM AUTHOR]

This study analyzes how the national tourism organizations (NTOs) of Spain and Italy managed their crisis communication to deal with Covid-19. The study examines the messages published by the Twitter accounts of the NTOs from the beginning or the detection of the first patient until one month after the official declaration of the pandemic by the World Health Organization. The results reveal two different ways of managing crisis communications in the face of Covid-19, both in the treatment of the topics and in the timing of publication, at the same time generating different reactions and engagement among users. The Agenzia Nazionale Italiana del Turismo was faster and more active in the first moments of the health crisis compared with the Oficina de Turismo de España. This study can contribute to the development of communication strategies on social media by NTOs during different periods of such crises as well as communication actions to enhance the touristic image of their destinations. [ABSTRACT FROM AUTHOR]

The Covid-19 pandemic has disrupted societies, having health, economic, political, and communication implications. Governments have had to plan and implement immediate communication strategies to explain the actions that have been taken and to manage public health campaigns. This research analyzes the Spanish Government's communication strategy at national and international level since the announcement of the state of alert on 13 March until 9 May 2020. To this end, the 71 press conferences held by the Government have been analyzed, with the participation of 414 media outlets that have asked 1,069 questions, in addition to 1,080 publications on the official accounts of La Moncloa on Facebook and Twitter and information about Spain in the two main newspapers in six countries (Belgium, France, Germany, Italy, USA, and UK). The results show a permanent presence of the Government, offering information via up to three press conferences on some days, revealing a strategy to control the subjects of discussion and their framing with warlike language associated with national unity. On social networks, the content related to administrative or service information prevails over image communication, with a clear dominance of press conferences and divergence between the communication interests of citizens versus the Government, preventing a true interaction between them. Regarding foreign press reports, 778 news items on Covid-19 in Spain were identified, with a prevalence in the US press and on economic rather than health issues. [ABSTRACT FROM AUTHOR]

Corporate social responsibility (CSR) has an impact on the reputation of companies and institutions, so its management is also crucial from a communicative perspective. Stakeholders –not just consumers– demand that companies take a position on the main problems that affect society and act conscientiously, resulting in a constant evolution of CSR communication. The purpose of this research is to examine successful CSR communication practices based on a study of the most award-winning campaigns of 2018. Qualitative content analysis is applied as the research methodology. Specifically, the PR Daily Corporate Social Responsibility Awards, Cannes Lions PR Lions, and IPRA Golden World Awards are analyzed, focusing on a total of 29 actions and programs awarded in the CSR categories. The categories analyzed are client, sector, geographic scope, implementer, topic, objective, public(s), and techniques, tactics, and channels used. The analysis of the results reveals successful practices such as the alignment of CSR actions with the UN sustainable development goals (SDGs) (especially gender equality and women’s empowerment, reduction of inequalities, and environmental protection), the linking of CSR issues with the mission and purpose of organizations (especially by technology companies that seek to promote scientific–technological careers among young women), the involvement of employees in the implementation of CSR actions (which shows a more comprehensive conception of CSR management), and finally, the use of bidirectional channels to favor dialogue between organizations and their stakeholders. [ABSTRACT FROM AUTHOR]

In the context of the socioeconomic crisis of recent years in Spain, in which NGOs and social movements have had to face significant communication challenges and opportunities, this paper analyzes the case of Las Kellys, an organization for hotel maids created in 2016 that has used storytelling in its public relations actions with the media to successfully transfer to society its claims to improve their labor rights. Qualitative and quantitative methodologies are combined to evaluate the communication tools used and the impact of their actions, providing useful insights to maximize the communicative effectiveness of other organizations, especially NGOs, through first-person narratives, with fully authentic, familiar and colloquial language. [ABSTRACT FROM AUTHOR]

The management of internal communication in organizations has undergone extensive development in recent years through the use of various tools, many of them associated with technological advances. However, in many organizations, it continues to be linked to human resources departments, based on the understanding that it is linked to the relationship with workers. In this context, characterized by the tendency to promote the experience of employees in order to increase their involvement and enable management change, the concepts of staff happiness and well-being have been introduced into organizations. This work delves into the relationship between internal communication and the happiness and well-being of employees using a questionnaire completed by internal communication managers in 82 Spanish companies that have been recognized for their actions in this area by the Great Place to Work consultancy firm and by the Internal Communication Observatory. The results indicate that the link between happiness and internal communication is strong, despite the fact that happiness management is implemented very little in Spanish organizations and in most cases is the responsibility of human resources. In Spain, the term most commonly used to designate this position is that of Wellbeing Director, followed by that of Happiness Director and less so Chief happiness officer, as occurs in other countries. [ABSTRACT FROM AUTHOR]

The aim of this research is to determine whether web pages and portals aimed at municipal transparency are in fact used as public relations tools directed at liaison with local stakeholders. The study focuses on the municipalities of the Autonomous Community of Valencia, using a methodology based on the InfoParticipa map via a content and regression analysis. Five main models of transparency web pages and portals were identified in this study, all showing, in general, a low level of compliance with transparency and participation indicators. The online site, although the most heavily used by the municipalities, was the model with the lowest levels of compliance. Separate websites or website sections, the model most widely used by municipalities with more than 50,000 inhabitants, greatly favor relations with citizens and local associations. In contrast, the media and participatory bodies are the stakeholders that are less well addressed from the perspective of public relations in the transparency web pages and portals adopting all the models. The results obtained by linear regression analysis show that independent websites and website sections are significant for the whole dataset. Nevertheless, for small municipalities, independent websites and the Diputación (provincial government) template are the most significant models. The latter model provides the opportunity to address stakeholder relationships for small municipalities that cannot afford to draw up their own designs. [ABSTRACT FROM AUTHOR]

This article presents the results of a survey of 215 organizational communication professionals in Uruguay. It describes in a comparative way the roles and tasks of professionals working in different types of organization versus those who work as consultants or service providers in organizational communication. In particular, the factors that affect the evaluation of the provision of services from the perspective of clients and consultants are studied. In addition, the functions of organizational communication and the perception of their results are examined. It is concluded that the professional career, the type of organization, and the sex of the professional affect the type of role and professional tasks. There are differences in the perception that clients and consultants have about their relationship. The predominance of external organizational communication functions weakens the results achieved in internal communication. [ABSTRACT FROM AUTHOR]

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]

Deontological codes are a moral reflection centered on the duties and rights of a profession, which set the minimum moral standards required for its activity and which function as a self-regulating mechanism of professional praxis. This article analyzes the Public Relations codes of ethics of the public relations professional associations of Portugal and Spain to understand the common values that guide this activity. The purpose of the research was twofold: 1) to describe comparatively the public relations codes of ethics in force in the professional associations of two countries - Portugal and Spain; 2) to analyze and compare these codes following the global principles of the Global Alliance for Public Relations and Communication Management. Through a qualitative comparative content analysis, guided by the Global Alliance’s 16 global principles, 7 core values were identified: (1) Working for the public interest; (2) Honesty, truth and fact-based communication; (3) Integrity; (4) Transparency; (5) Deal with the public with fairness and respect; (6) Behave in such a way as to magnify the profession; and (7) Act with professionalism. Although there are nuances in the regulatory framework of the local professional associations, there are global principles of practice that stand out and demonstrate the possibility of a global code of ethics for public relations. [ABSTRACT FROM AUTHOR]

Relations between journalists and Public Relations professionals have been the subject of various investigations. In a context in which great precariousness in the media coincides with an increase and professionalization of communication agencies, we propose to study their informational relations. Our objective is to determine the perceptions of journalists and Public Relations professionals regarding their work and profession, identify how the influences between these two groups of professionals are established, and evaluate their routines and interactions. This research has been carried out using the qualitative discussion group technique (n = 43). Among the results, the media’s weakness stands out in the face of Public Relations that is experiencing a golden age, capable of exercising not only a relationship of influence that fits with the “determination model” but also aspiring to journalistic disintermediation. [ABSTRACT FROM AUTHOR]

Social media have opened up new opportunities for the creation of innovative public relations strategies focused on establishing and cultivating relationships with stakeholders on the basis of meaningful dialogue. Consideration of the interrelation between corporate social responsibility (CSR) and public relations highlights new areas for exploration and engagement. Both the dialogical and semantic perspectives reveal the performative and conversational aspects of social media. In general, both the linguistic panorama of CSR and digital media as part of a PR strategy open new possibilities for a dialogical, interactive, meaningful relationship strategy for corporate image management. Based on the linguistic approach to CSR and the Communication Management Approach, this paper explores the linguistic use of Twitter as a primary dialogical strategy to effectively enhance interactive dialogue-based relationships with the stakeholders of the top 50 companies in the energy sector based on tweet data from 2016. Semantic analysis was conducted by advanced text mining and clustering techniques on 3042 tweets monitored in 2017 that contained the leading CSR-related hashtags and keywords. The results demonstrated that the top energy companies apply a defensive and symbolic perspective, mainly for branding purposes. The corporate discourse dominates over a meaningful conversational strategy to foster interaction with stakeholders around sustainability issues on Twitter. The study reveals a homogenized interrelation between CSR, social media, and public relations. The results reveal a tendency for isomorphy in the communication models applied by the companies in the energy sector. Furthermore, similarities in semantics and thus strong tendencies to mutually mimic dialogical strategies are also observed. The semantic narrative built around the brand indicates a limited orientation towards CSR and sustainability. As such, it does not contribute to the creation of a dialogical interaction and meaningful relationships with multiple stakeholders on Twitter, in the high-risk sector represented by the energy industry. [ABSTRACT FROM AUTHOR]

The degree of maturity in the digital transformation of the Public Relations and Communication agencies that were associated with the Spanish Association of Communication Directors-Dircom is analyzed. The model for digital transformation proposed by Westerman; Bonnet; McAfee (2012; 2014), based on the vectors of leadership and digital capacity is applied. For this purpose, a questionnaire was sent to those responsible of this type of agencies. Our results identify that 75% of the Public Relations and Communication agencies are at an advanced stage of this transformation, conditioning the demand for new profiles, the reorganization of work and the offer of new services. 80% of these agencies have an integral vision of digital communication, although they recognize that they must automate many of their processes. [ABSTRACT FROM AUTHOR]

Between 2004 and 2006, the two most relevant scientific associations for academics and researchers in the field of public relations and communication were set up in Spain with the mission of strengthening and disseminating research and promoting forums and networks for scientific exchange: the Association of Researchers in Public Relations (AIRP) and the Spanish Association for Communication Research (AE-IC). Based on a study of the doctoral theses presented and contributions to international conferences organized by both associations in the period between 2004 and 2018, our main objective is to determine, describe, and analyze research trends in the academic field of public relations in the Spanish context. To this end, content analysis is applied as a qualitative and quantitative method in the social sciences. Among the most relevant results, the following stand out: the predominance of women researchers in the field, public relations and digital communication as the main topics, the use of mixed methodology, and content analysis as the main research technique. The diagnosis of the evolution and management of public relations research in Spain presented herein defines the corresponding trends and challenges. [ABSTRACT FROM AUTHOR]

There are several studies and reports that identify the challenges that Public Relations must assume in the coming years, but how will the professional field face them? Are the organizations and institutions prepared to assume the new needs that constant adaptation demands? What are the priorities that they must establish so that the profession is renewed? The profession, in order to face the challenges that the future holds in the changing society in which we live, must commit itself to training. Thanks to training, Public Relations professionals will be able to achieve a high degree of specialization in the discipline. Strategic vision, public relations (PR) assessment, commitment to quality and professional ethics, transparency, as well as inclusion and equality must be the benchmarks of the sector. [ABSTRACT FROM AUTHOR]

The first milestones of the history of Public Relations in Spain are listed in order to understand its evolution and current essence and definition. We analyzed the persuasive communication techniques historically used that could already be branded as such (advertising, propaganda, protocol, publicity ...) when the current concept of Public Relations was still lacking. This article presents a conception of Public Relations based on its most persuasive purpose: that of directing Public Opinion. We do not forget the other great current that focuses on the necessary generation of sympathy and understanding between the issuer and the receiving public. Thus, Public Relations are the union of various elements that make up its conceptual and scientific base: Marketing, Prospective, Advertising, Propaganda, Publicity, Sponsorship, Patronage, Corporate Communication, Internal Communication, Public Affairs, Protocol and Lobbying. There are two great influences in the gestation of Public Relations: Advertising (called scientific, educational, social, prestigious...) and Propaganda (commercial, collective...), so we focus on its founding fathers, the teachers and theorists Pedro Prat Gaballí from Advertising, and Francisco García Ruescas from Propaganda. Finally we will review from the fields of associationism, legislation and academics the great moments for the advancement of Spanish Public Relations, since our purpose is also to create a chronology as complete as possible that serves as the basis for future research. [ABSTRACT FROM AUTHOR]

This review article offers an exhaustive epistemological work on the evolution of the concept of public relations during the last half century (1970-2020). For this purpose, the most referred definitions from the academy, manuals, books and scientific articles focused on public relations have been explored and summarized. The objective is to verify how the concept of public relations has evolved and how it has been modeled with the successive definitions set forth by experts, academics and researchers. Thus, as in the decade of the seventies of the 20th century, despite the clear dissent on the conception of public relations, which goes from organized effort to art or social science, there is already a common recognition of its nature persuasive and its foundation in the social sciences. In the 1980s, public relations, influenced by business management, are identified as a managerial and directive function of communication. And, starting in the 1990s, socially responsible public relations are moving towards goals of mutual understanding with the public. The latest definitions that reaffirm the managerial nature, coexist with others that conceive them as a strategic communication process. The study confirms its managerial nature, in its objectives of mutual benefit and mutual understanding between the organization and its public, along with its socially responsible nature. It is therefore finally a concept away from the commercial and economic objectives of marketing, with which it is sometimes mistakenly confused. Finally, in the conclusions, this article considers the defining elements of current public relations. [ABSTRACT FROM AUTHOR]

The Covid-19 crisis has put to the test many social structures processes. Corporate communication and public relations are examples of these processes that face an unprecedented situation, difficult to foresee and from which lessons will have to be drawn for the future. In this article, a mixture of research and essay, we intend, based on theory, and on the experience and some studies carried out by communication professionals as well, to reflect on how the pandemic crisis of the Covid-19 affects and will condition the practice of corporate communication in general and two of its areas of specialization, internal communication and corporate social responsibility (CSR). We emphasize the importance of organizations in assuming that reputation is a risk and that this risk must be managed with public relations tactics and tools, because the pandemic crisis of the so-called coronavirus has revealed the importance for organizations and brands of managing trustworthy relationships with their publics. [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]

Internal communication is a rising value in the business environment due to its usefulness to achieve the commitment of employees towards the organization. Therefore, it is an area of interest for both researchers and the business sector, which can make profitable advances. The objective of this paper is to analyze the strategies of Spanish companies that are recognized for their good practices in internal communication. This study performs a secondary analysis of the data Great Place to Work ranking and the Observatory of International Communication and Corporate Identity awards between 2014 and 2018, as well as semi-structured interviews with representatives of both entities. The results show the consolidation of tools as brand ambassadors and internal applications, as well as the trend to promote the experience of employees to increase their engagement and make change management possible. [ABSTRACT FROM AUTHOR]

Based on the belief that participation and mutual exchange are an indispensable condition for effective communication with publics, this article presents transmedia storytelling as a driver of corporate social responsibility (CSR) communica- tion to internal publics, through the Play to Move case study of Telefónica. This approach is of special interest since, to date, most of the research on transmedia storytelling has addressed the subject in relation to audiovisual content, with very few works that have applied it to communication management, and nonexistent in terms of communication with internal publics specifically. In order to address the topic of study, a qualitative methodological perspective is adopted, based on a literature review and a case study to illustrate the application of these transmedia narratives to the communication of social responsibility with internal publics. The results show that transmedia storytelling is an effective public relations approach to communicate the corporate social responsibility strategy, without forgetting the importance of employee participation in these responsible policies. The future of public relations and internal communication of CSR goes through the confluence with other disciplines such as advertising or entertainment, and the incorporation of gami- fication, storytelling and transmediality into their strategies. [ABSTRACT FROM AUTHOR]

Organisational communication is going through a time of change in which technology has taken on a leading role. Its inclusion simplifies and improves some work processes but motivates reflections on the use of data, the accuracy of the information, the transparency of new influences or the measurement of results. It adds the capacity and need of professionals to integrate new skills in their performance; the cooperation of interdisciplinary profiles that provide value; and the inclusion of these scenarios in university training. A reflection is proposed on 1) the impact of technology: derived challenges and their disruptive impact on the sector; 2) new influences: in which trust, transparency and outcome are being questioned; 3) the adaptation of professional competencies through the network of professionals and the Academy; and 4) the challenges present in organizational communication research. [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]

An overview of the research trends on organizational communication generated by Spanish authors in high impact journals between 2014 and 2018 is offered. Variables such as the year of publication, the source or the number of citations, as well as characteristics of authorship and issues addressed are analyzed. The results show a discrete but stable presence of this type of studies, with variety of sources, especially Spanish journals, and issues, although online communication accounts for almost a third of total articles. The diversity of authors and universities is also notorious, but a small group of institutions concentrates an important part of the research. It is remarkable the high number of works signed in co-authorship, and a percentage of female authorship over 50%. More than half of the items in the sample have never been cited. [ABSTRACT FROM AUTHOR]

Previous research on the presence and activity of hospitals in social media is abundant, but that is not the case of other health-related organizations. In this research we have examined the profiles on Facebook, Twitter, YouTube and Instagram of 240 health-related entities. It has been proven that health insurers are more present in social networks than the rest, followed by manufacturers of healthcare products, technology companies, pharmaceutical laboratories, biomedical products companies and hospitals. Nevertheless, users interact more with hospitals, although they are less frequent and less active on these platforms. These findings confirm that a greater presence and activity in social media does not correlate with a greater interaction by the public. [ABSTRACT FROM AUTHOR]

Ibex 35 and Fortune 500 companies are still not fully utilizing the dialogic potential of social media. The percentage of companies with a low level of dialogic communication exceeds the percentage of companies with a high level in both groups, according to this study which assesses the level of dialogic communication developed by firms with their external audiences on blogs, Facebook and Twitter in an integrated way. Based on Kent & Taylor's (1998) framework, a dialogic conceptual tool has been created, refined and applied to all the sample. The tool analyzes 73 variables on three dimensions: Presence, Content and Interactivity. Inter-method triangulation has been applied to carry out the research: virtual ethnography, critical discourse analysis (CDA) and interviews with experts. [ABSTRACT FROM AUTHOR]

The main objective of this work is to obtain an in-depth understanding of digital communication strategies employed by hospitals by comparing and contrasting the digital communication of two hospitals of reference in Spain. The main method is content analysis of Facebook and Twitter along with in-depth interviews of hospital communication directors. Results show different communication strategies that depend on organizational goals. The public participated in digital communication within three themes: 1) general, sensitive, and topical health issues; 2) personal and professional projects, as well as initiatives for struggle or sensitization; 3) corporate novelties that encourage public involvement. The use of currently existing platforms of social media from which to manage the online communication should be a priority for hospitals. Multimedia content can help to disclose health information. Online communication strategies are adapted to overall communication strategy and differences in cultural profiles lead to differences in priorities. [ABSTRACT FROM AUTHOR]

The digital transformation has changed consumer habits and created global businesses over the Internet. To relate to customers and meet their needs, companies have created work structures that require professionals with an understanding the Web and today's media ecosystem. Based on an analysis of the content of job offers on the Internet, results are presented that guide and facilitate the job placement of students with a degree in Advertising. Approaches to market labor demands are recommended to academic institutions and indicate what knowledge and skills are required for today's workplace. The results point to a demand for increasingly hybrid and transversal professionals with multidisciplinary skills. [ABSTRACT FROM AUTHOR]

Community management has emerged as a new profession since the advent of web 2.0. Professional positions and functions have been consolidated and standardized within corporate communication; consequently, many organizations hire community management services or agencies. This paper discusses the roles of the professionals who are responsible for community management in Spanish advertising and public relations agencies. A survey identified the typical profile of a professional in this field: a woman, aged 25-35 years, journalism degree, with two to three years previous digital media experience. In other words, a young professional with a CV linked to the world of communication. [ABSTRACT FROM AUTHOR]

The management of information is of special importance in municipal institutions because citizens hear about their local government's achievement of political objectives through messages identified as public communication. The municipal communication structures are essential in these processes, which are designed to shape positive perceptions of government action. However, these structures have undertaken very few initiatives to examine the treatment of news events in the press. In this paper we present a tool to analyze the media agenda concerning municipal affairs, based on political and administrative management of municipalities, in a context in which the management and evaluation of information is added to the standard functions of the communications office. [ABSTRACT FROM AUTHOR]

This research aims to explore the media relations in museums, through the interaction between the press office and the specialized journalists. It attempts to quantify the use of documentation provided by Internet and Web 2.0 tools and observe to what extent traditional professional habits have changed. It describes the results and puts forward conclusions that can be interesting for both researchers and public relations practitioners. It provides knowledge about an emerging model of organizational communication and information processing in museums, in a new cultural and media setting. [ABSTRACT FROM AUTHOR]

The Institute for Public Relations is the only organization in the world which has created a database to consult and share public relations research on studies and results. With over fifty years of history and a records function since its foundation, in 2008 it created the Essential Knowledge Project site in order to make available to scholars, students and particularly practitioners a body of public relations and corporate communications knowledge and establish a dialog space to contribute and share information and ideas that enrich this knowledge. This article presents the Institute for Public Relations and Essential Knowledge Project structure and how they work, highlighting the significant records function in public relations in particular and organizational communication in general. [ABSTRACT FROM AUTHOR]