The goal of this article is to analyze the degree of maturity in the digital transformation of the public relations and communication departments of the companies with the highest turnover that belong to the Spanish Association of Communication Directors-Dircom by applying the model for digital transformation proposed by Westerman, Bonnet and McAfee (2012), based on the vectors of leadership and digital capacity. For this purpose, a questionnaire was sent to those responsible for communication of this type of companies. Our results identify that 73.6% of the communication departments are at an advanced stage of this transformation, conditioning cultural changes to corporate governance, the demand for new profiles, the reorganization of work, and focusing on areas where there is an improvement that maximizes the return of resources invested. 85% of these departments have an integral visio...

The goal of this article is to analyze the degree of maturity in the digital transformation of the public relations and communication departments of the companies with the highest turnover that belong to the Spanish Association of Communication Directors-Dircom by applying the model for digital transformation proposed by Westerman, Bonnet and McAfee (2012), based on the vectors of leadership and digital capacity. For this purpose, a questionnaire was sent to those responsible for communication of this type of companies. Our results identify that 73.6% of the communication departments are at an advanced stage of this transformation, conditioning cultural changes to corporate governance, the demand for new profiles, the reorganization of work, and focusing on areas where there is an improvement that maximizes the return of resources invested. 85% of these departments have an integral visio...

The objective of this article is to develop an ex novo model for selecting public relations and communication agencies, or agencies that provide public relations services, based on perceptions from communication managers who work for companies with the highest turnover in Spain and who belong to the Association of Directors of Communication-Dircom. We were inspired by the matrix model of rubrics for competency assessment (Goodrich, 2005). For this purpose, we sent a questionnaire and carried out a factorial analysis and a content analysis to know and classify the attributes that communication managers used when selecting a public relations and communication agency. Results indicate that communication departments consider criteria in the following order of priority: experience, special...