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 contribution | Digital transformation of Spanish public relations and communication agencies |
|---|---|
| Original language | Spanish |
| Article number | e290310 |
| Pages (from-to) | 1-14 |
| Number of pages | 14 |
| Journal | Profesional de la Informacion |
| Volume | 29 |
| Issue number | 3 |
| DOIs | |
| Publication status | Published - 2020 |
Fingerprint
Dive into the research topics of 'Digital transformation of Spanish public relations and communication agencies'. Together they form a unique fingerprint.Cite this
- APA
- Author
- BIBTEX
- Harvard
- Standard
- RIS
- Vancouver