Procesos de convergencia en la comunicación empresarial. El caso de las oficinas de prensa especializadas en tráfico y seguridad vial

The introduction of digital technology in the press and communication offices workplace has favoured new skills of labour organization, the distribution of contents though diverse platforms and the labour polyvalency of its members. The new materials are spread rapidly and massively, so the press department wins more time to realize other functions different from the direct relationship with journalists. That's why its members must update their knowledge and technical skills to face the new convergence reality. This research analyzes this process following the digitization of road traffic offices.