Artículos de Palabra Clave · 2025

Las direcciones de comunicación en Andalucía: una visión desde la práctica profesional

Resumen

The main role of communication departments is to meet the internal and external communication needs of any organization or institution, making them essential strategic managers of their relational universe. This article presents the current situation of communication offices in Andalusia, considering a triple aspect: public, private, and social. A survey of 268 professionals working in these communication structures provided information on the department itself, working conditions, and employees¿ perceptions. The results show a preference towards the word ¿communication¿ over other designations related to journalism. However, there is still a preference for hiring professionals with a journalism background over those from other disciplines, even though in these offices¿ communication actions are developed both internally and externally, which often involves activities traditionally linked to public relations. The management of social networks stands out as a primary function and it is revealed that the largest number of job opportunities are in the public sector, the workforces tend to have extensive experience in the position held and show satisfaction with the work performed and job stability, but they suffer from work pressure, stress, and low salaries.