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

Translated title of the contribution: Professional capabilities for the future of strategic communication: Contributions from Spain and Argentina

Elena Gutierrez-Garcia, Gabriel Sadi

Research output: Contribution to journalArticle


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 with11 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 thespecific 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.
Original languageSpanish
Pages (from-to)125-148
Number of pages24
JournalRevista de Comunicacion
Issue number1
Publication statusPublished - 10 Mar 2020


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