NEW CHALLENGES AND OPPORTUNITIES OF THE COMMUNICATION DEPARTMENTS IN SPAIN

Abstract

Community broadcaster’s experiences born in Latin The multiplicity of communication channels and supports as well as the incorporation of influencers beyond journalists has opened new ways to communicate from the communication departments. It has also led to the appearance of new narrative languages and communication strategies adapted to the needs and consumption information for each audience (storytelling, branded content, content marketing, guerrilla marketing...) Are the communication departments in Spain using these new forms of communication or still prevailing traditional communication?

The methodology of this study was based on surveys of quantitative and qualitative nature aimed at people with responsibility and communication skills in Spain. The 80% of the surveyed think that the role of Dircom evolving more than ever towards a more strategic role with the company, related to the management of reputation, only 16% think the function of Dircom will stay diluted among new profiles as marketing, human resources or the community manager.