Revisión sobre el rol del profesional de relaciones públicas
Resumen
Este artículo parte de los enfoques profesionales en los estudios de las relaciones públicas y da cuenta de las diferentes tipologías y formas de concebir el rol profesional, desde las primeras investigaciones sobre este campo disciplinar, con los estudios de Glen M. Broom y David M. Dozier en la década de 1980, hasta la actualidad, en que los cambios tecnológicos y el contexto mundial generan nuevas expectativas para el desempeño de este rol. La revisión se enmarcó en las publicaciones científicas de la colección principal de Web of Science que fueron clasificadas según su enfoque fuera sobre el desempeño del rol de los profesionales, sobre la situación en la que se desempeña el rol, o sobre la dinámica de los roles profesionales. En este trabajo se concluye que la mayoría de las tipologías sobre el rol del profesional de las relaciones públicas se basa en las declaraciones de los profesionales sobre las actividades desempeñadas y sobre las funciones o aportes del rol a las organizaciones. Entre los asuntos que atiende la literatura sobre el rol del profesional de las relaciones públicas predominan: las tensiones entre el rol del profesional de las relaciones públicas y el periodista; la discriminación según el sexo del profesional; las propuestas de tipologías de rol, y la descripción de las competencias y habilidades que se requieren para el desempeño del rol.
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