Abstract:

The communications industry in Spain is one of the most affected sectors by the current economic situation. But the crisis is not the only element of professional conflict. Technological change has affected all media and in all formats. Both the access mode to information and the consumption patterns, be it advertising or entertainment, is causing a real change in the business cycle of information and communication.
What do employers in the evolution of Spanish communication and how this affects education in this area? What are the keys that the university should incorporate to ensure better employability of future graduates in communication?
The Faculty of Communication Sciences of the Nebrija University has conducted a structural study to reflect on the situation of uncertainty experienced by the profession, hoping to find answers based on current industry demands. On one hand, we have to analyze a series of statements, interviews published in the media and likewise we have examined studies and research published by professional associations, agencies and specialized consulting. Furthermore, semi-structured open interviews have been conducted, via telephone or personally, to a representative sample of leading communication professionals and employers, as well as a sample of graduates of the Faculty of Communication Sciences. All in all, a total of 25 interviews.
This research experience has led to the Faculty a turning point for rethinking professional competencies and skills required in today's market following the mentioned cycle change and to revalue contents in different educational disciplines in the undergraduate programs: Journalism, Audiovisual Communication, Advertising and Public Relations, and Marketing and Business Communication.
The poster exhibit at this international conference summarizes the design and results of research, and includes the main improvement actions implemented in the Faculty of Communication Sciences of the University of Nebrija in Madrid after the described study.

Keywords:

Research, Communication Skills, University, Journalism, Advertising, Marketing.