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

Abstract

Introduction. The sector of corporate communication and PR is a branch of activity that is booming in the current business system. This article aims to describe the characteristics and services of the main communications consulting agencies that operate in Spain as well as to identify the professional profiles they require. Methods. The study is based on the review of the websites of a sample of communications consulting agencies and a survey applied to a sample of professionals working in this sector. Results. The data show that the sector of corporate communication and PR is growing with high specialisation and that it has a significant presence of women professionals in middlemanagement positions. Although communications consultants possess high qualifications, there is no homogeneous profile to characterise these professionals. Conclusions. The sector is undergoing a process of continuous evolution and requires highly trained professionals to develop specialised and specific services, especially in the digital area.