Abstract

MENA YOUNG, Margoth  and  . The practice of public relations and strategic communication in Costa Rica. Revista de Comunicación [online]. 2023, vol.22, n.2, pp.353-375.  Epub Oct 14, 2023. ISSN 1684-0933.  http://dx.doi.org/10.26441/rc22.2-2023-3158.

This study characterized the profile and practice of professionals in strategic communication and public relations in Costa Rica, based on the data of the Latin American Communication Monitor (LCM) in its editions from 2014 to 2020, and from the studies of 2016 and 2019. of the Labor Observatory of Professions (OLaP) of the National Council of Rectors of Costa Rica. The LCM worked with a sample of 334 data collected with voluntary participation and an online self-administered questionnaire, and the OLaP was 1187 data, by telephone call from graduation lists provided by the universities that offer the degree. As main results, it was found that those who work in strategic communication surpass those who exercise it from Public Relations; women, despite being the majority in the field, are not in management positions; there is an increase in the presence of independent professionals and people between 20 and 30 years of age; professional work occurs in metropolitan areas; the main skills to maintain employment perform well; and that “general” communication is still the area of work with the greatest presence, although digital communication is the trend.

Keywords : strategic communication; higher education; professional profile; professional competence.

        · abstract in Spanish     · text in Spanish     · Spanish ( pdf )