Capacidades profesionales para el mañana de la comunicación estratégica: contribuciones desde España y Argentina

• Autores: Elena Gutiérrez García , Gabriel Sadi
• Localización: Revista de comunicación, ISSN 1684-0933, ISSN-e 2227-1465, Vol. 19, Nº. 1, 2020, págs. 125-148
• Idioma: español
• DOI: 10.26441/RC19.1-2020-A8
• Títulos paralelos:
  • Professional capabilities for the future of strategic communication: Contributions from Spain and Argentina
• Enlaces
  • Texto completo (pdf)
  • Texto completo
• Dialnet Métricas: 6 Citas
• Resumen
  • español

    El Global Capability Framework for Public Relations and Communication Management (Fawkes et at., 2018) es la primera propuesta internacional que adopta el concepto de ‘capacidad’ en la disciplina para describir el alcance y potencial futuro de una profesión cambiante y global. El resultado, un marco global de 11 capacidades, producto de una investigación académica bienal (Delphi, encuestas, grupos focales y entrevistas) en la que participaron más de 1.400 expertos académicos y profesionales en nueve países de cinco continentes (Argentina, Australia, Canadá, España, Estados Unidos, Reino Unido, Singapur, Suecia y Sudáfrica).

    Dado que cada país cuenta con su propio marco de capacidades, en este artículo se presentan de forma inédita los marcos específicos de Argentina y España -únicos países de habla hispana en el proyecto- con sus listas de capacidades y análisis comparado. Como conclusión general, se revela una marcada orientación estratégica y social de la profesión, a la vez que se evidencian algunas diferencias significativas.

  • English

    The Global Capability Frameworkfor Public Relations and Communication Management (Fawkes et at., 2018) is the first international proposal that applies the capability concept to the disci-pline in order to describe the scope and future potential of a global profession. A global framework with 11 capabilities is the result of an empirical research (Delphi, survey, interviews and focus groups) with more than 1.400 experts, scholars and practitioners, in nine countries of five continents (Argentina, Aus-tralia, Canada, Singapore, South Africa, Spain, Sweden, UK and USA).Also, each country has its own capability framework. In this paper it is presented for the first time the specific frameworks, and its comparison, from Argentina and Spain, the only participants’ hispanic coun-tries. As a general conclusion, the findings reveal a strong strategic and social orientation of the profes-sion, but there are significant differences that may be explained by different regional contexts.

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