Analysis of communication consulting agencies in Spain: Professional profiles, structure and activity

Abstract

Introduction. The sector of corporate communication and public relations is a branch of activity that is booming in the current business system. The objective that is proposed is to describe the characteristics and services of the main communication agencies and consultants that operate in Spain as well as to know the profile of their professionals. Method. To address the objectives has been a review of the websites of these companies and a survey of its professionals. Results. The data showthat it is a growing sector with high specialization in which women are very present in the staff of their companies. Although the consultants have a high qualification, there is no homogeneous profile that characterizes them. Conclusions. The sector has a continuous evolution and requires professionals with high training to develop specialized and specific services, especially in the digital area.