Abstract

NAVARRO RUIZ, Cristina; MORENO FERNANDEZ, Ángeles  and  ZERFASS, Ansgar. Longitudinal Analysis of Public Relations Practice in Spain during the Last Five Years (2007-2011). anagramas rumbos sentidos comun. [online]. 2012, vol.10, n.20, pp.53-66. ISSN 1692-2522.

Since its first issue in 2007, results of the European Communication Monitor (ECM) have allowed identifying public relations and communication management tendencies in Europe, describing the main characteristics of practitioners of this area as well as communication instruments used, strategic topics, executive roles or its influence on corporate decisions, among other aspects. This transnational macro-survey, where 2,209 professionals from 43 different countries participated in 2011, was conducted in cooperation with academicians from eleven European universities, the European Public Relations Education and Research Association (EUPRERA), and the European Association of Communication Directors (EACD). In the survey, those questions which allow making a longitudinal analysis of the ECM surveys between 2007 and 2011 (Zerfass, Van Ruler, Rogojinaru, Ver&ci&c, y Hamrefors, 2007; Zerfass, Moreno, Tench, Ver&ci&c, y Verhoeven, 2008, 2009, 2010 and 2011) and study cases in relation to Spanish professionals were isolated, with the purpose of giving a global overview about the evolution of this practice in Spain during the last five years.

Keywords : European Communication Monitor; strategic topics; communication channels; disciplines; public relations in Spain; professional roles; evaluation.

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