From the communicator and instrumental public relations specialist to the strategist

This insights post is a summary of the blog post published by Estrategia Relaciones Públicas. View the full posts at: Del comunicador y relacionista instrumental al estratega: Estratecom

The two decades of this century have been characterized by the combination of constant changes that have helped some sectors and caused far-reaching damage in others.

But to understand why this century  is it different, it is necessary to review the factors that define it: increased globalization worldwide, the accelerated development of Information Technologies (IT), social and economic instabilities and unprecedented instances of organizations experiencing a lack of credibility.

In the specific case of Communication and Public Relations, immersed in this fluid world, that is, in accelerated and unpredictable transformations, the professional practice has been forced to give effective responses to the new times, which includes carrying out actions with greater argumentative rigor and persuasion.

This implies the search and exploration of communication as a dynamic modality of the sociocultural intersubjective link, going beyond the classic knowledge about communication and public relations, which was reduced in the communicative sense to a limited task, expressed limited to the transfer of messages, their production, distribution and consumption; while public relations was not far from it, since its tasks from an instrumental point of view did not go beyond the routine order of services with superfluous knowledge from a technical-instrumental orientation.

From DIRCOM TO ESTRATECOM

In this new era, the figure of the Communication and Public Relations professional, due to the complexity of their functions and the managerial rank that influences and determines decision-making in organizations, their performance assumes an eminently strategic role. Islas, Arribas and Gutiérrez (2018) call it the ESTRATECOM and offer some details about this new figure of Communication and Public Relations.

Find out more about the shift to ESTRATECOM in the full posts at: Del comunicador y relacionista instrumental al estratega: Estratecom.