Transformación digital de las agencias de Relaciones Públicas y Comunicación españolas.

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]