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

Authors

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

Keywords:

professional capabilities, public relations, strategic communication, competencies, Argentina, Spain

Abstract

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

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Author Biographies

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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