Vol. 6 No. 11 (2019): Trends and new profiles in advertising, corporate and public relations communication
Coordinators: Francisco Campos Freire (Professor at the University of Santiago de Compostela and Director of the "Strategic and Organisational Communication of AEIC" section), Mónica Viñarás Abad (Professor at the CEU-San Pablo University in Madrid and Coordinator of the "Strategic and Organisational Communication of AEIC" section), Francisco Javier Paniagua Rojano (Professor at the University of Malaga and secretary of the "Strategic and Organisational Communication" section of the AEIC) and Xosé Rúas (Professor at the University of Vigo and member of the RAE-IC editorial board)
The changes in the media and communication system in general oblige professionals and researchers not only to be aware of the trends that are taking place but also to look more deeply into the social, political and economic consequences that arise from them. With this generic objective in mind, the Strategic and Organisational Communication Section has launched an open call for the publication of a monographic number of studies on trends and new profiles in advertising, corporate, political and public relations communication.
The thematic lines of research that make up this monographic issue try to gather, around the thematic axis of the title of the dossier, the professional, academic and research profiles that this section of the AE-IC covers with regard to the field of advertising, corporate, institutional, political, strategic marketing and public relations communication.
It deals with research and theoretical developments on communication management in organisations, strategies and models for effective communication, use of digital tools, brand valuation and estimation of intangibles, profiles of the new DIRCOM and MARCOM, organisation and adaptation of communication departments to the digital ecosystem, crisis communication, analysis of trust, reputation, economy of listening, political communication, impact of social media, net-citizenship and activism on the net, new relations between actors and audiences and algorithmic democracy in the digital era.
Furthermore, in recent years, there has been a trend in the field of communication and public relations towards specialisation in specific sectors that have become an important employment niche for graduates of the Faculties of Communication Sciences and also for their study and research. These sectors include communication in crisis and risk situations, communication strategies by startups, companies and video game developers. These are new options that are increasingly being studied in different end-of-degree, master's and doctoral theses, which shows that these are subjects that interest researchers in training, especially young people.
In the field of public relations, research on interest and pressure groups, empowerment of citizens and relations with the public, relations with traditional and new media, professionalisation, monetisation and ethics of relations with influencers, data processing and results of search engines and online reputation, indicators and new ways of measuring the impact of communication relations, management of digital social networks, transmedia strategies and storytelling.
On marketing and advertising communication, we must also mention automated programmatic planning and contracting, new forms and aesthetics of creativity, changes in the relations between agencies and media, trends and preventions in the use of data and digital footprint management, sponsorship and branding of contents, native advertising, promotional marketing and neuromarketing, personalisation and marketing automation.
