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, conditio-ning 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.