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Title: | Desarrollo de un nuevo modelo de evaluación competencial para la selección de una agencia de relaciones públicas y comunicación |
Other Titles: | Developing a new competency assessment model for selecting a public relations and communication agency |
Author: | Cuenca-Fontbona, Joan Compte-Pujol, Marc Martín-Guart, Ramon Francisco Matilla, Kathy |
Others: | Universidad Ramon Llull Universidad Oberta de Catalunya (UOC) Universidad Pompeu Fabra |
Citation: | Cuenca-Fontbona, J., Compte-Pujol, M., Martín-Guart, R. & Matilla, K. (2022). Desarrollo de un nuevo modelo de evaluación competencial para la selección de una agencia de relaciones públicas y comunicación. Revista de Comunicación, 21(1), 137-157. doi: 10.26441/RC21.1-2022-A7 |
Abstract: | The objective of this article is to develop anex novomodel for selecting public relations and communication agencies, or agencies that provide public relations services, based onpercep-tions fromcommunication managers who work forcompanies with thehighest turnover in Spain andwhobelong 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, specialization of the sector and client portfolio, professionalism, reliability, quality of the service and the economic proposal.With this model, we seek to enrich chapters offered by the literature on public relations and com-munication departments and agencies and, professionally, help these communication departments to objectively select a public relations and communication agency, within the framework of final decision models. |
Keywords: | public relations agencies corporative communication compotencies dircom company management model rubric public relations supplier selection |
DOI: | https://www.doi.org/10.26441/RC21.1-2022-A7 |
Document type: | info:eu-repo/semantics/article |
Version: | info:eu-repo/semantics/publishedVersion |
Issue Date: | 18-Mar-2022 |
Publication license: | http://creativecommons.org/licenses/by-nc-nd/4.0 |
Appears in Collections: | Articles Articles cientÍfics |
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Desarrollo de un nuevo modelo de evaluacion competencial para la seleccion de una agencia de relaciones publicas y comunicacion.pdf | 925,93 kB | Adobe PDF | View/Open |
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