Transformación digital de las agencias de relaciones públicas y comunicación Españolas

Translated title of the contribution: Digital transformation of Spanish public relations and communication agencies

Joan Cuenca-Fontbona, Kathy Matilla, Marc Compte-Pujol

Research output: Indexed journal article Articlepeer-review

5 Citations (Scopus)

Abstract

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.

Translated title of the contributionDigital transformation of Spanish public relations and communication agencies
Original languageSpanish
Article numbere290310
Pages (from-to)1-14
Number of pages14
JournalProfesional de la Informacion
Volume29
Issue number3
DOIs
Publication statusPublished - 2020

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