Capacidades profesionales para el mañana de la comunicación estratégica: contribuciones desde España y Argentina

Elena Gutiérrez-García; Gabriel Sadi

doi:10.26441/RC19.1-2020-A8

Autores/as

Elena Gutiérrez-García Universidad de Navarra https://orcid.org/0000-0001-6740-7014
Gabriel Sadi University of Huddersfield https://orcid.org/0000-0001-8675-5735

DOI:

https://doi.org/10.26441/RC19.1-2020-A8

Palabras clave:

capacidades profesionales, competencias, relaciones públicas, comunicación estratégica, Argentina, España

Resumen

El Global Capability Framework for Public Relations and Communication Management (Fawkes et at., 2018) es la primera propuesta internacional que adopta el concepto de ‘capacidad’ en la disciplina para describir el alcance y potencial futuro de una profesión cambiante y global. El resultado, un marco global de 11 capacidades, producto de una investigación académica bienal (Delphi, encuestas, grupos focales y entrevistas) en la que participaron más de 1.400 expertos académicos y profesionales en nueve países de cinco continentes (Argentina, Australia, Canadá, España, Estados Unidos, Reino Unido, Singapur, Suecia y Sudáfrica).

Dado que cada país cuenta con su propio marco de capacidades, en este artículo se presentan de forma inédita los marcos específicos de Argentina y España -únicos países de habla hispana en el proyecto- con sus listas de capacidades y análisis comparado. Como conclusión general, se revela una marcada orientación estratégica y social de la profesión, a la vez que se evidencian algunas diferencias significativas.

Métricas

Cargando métricas ...

Biografía del autor/a

Elena Gutiérrez-García, Universidad de Navarra

Doctora en Comunicación por la Universidad de Navarra y Profesora de Gestión de Proyectos, Dirección de Comunicación Empresarial y Stakeholders Management en la Facultad de Comunicación de la misma Universidad. Es Directora del Grupo de Investigación interdisciplinar INCOMIN y Miembro de la Junta Directiva de la Asociación Española de Directivos de Comunicación

Gabriel Sadi, University of Huddersfield

Doctor en Comunicación Social por la Universidad Austral y magister en Comunicación e Imagen Institucional por la UCAECE. Lecturer, Department of Management, Huddersfield Business School, University of Huddersfield (Reino Unido). International Liaison Representative 2020-2022, PR Division, International Communication Association. Contacto nacional Argentina y Uruguay, Latin American Communication Monitor

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