El perfil del comunicador organizacional en época de transformación digital: Competencias, herramientas y desafíos

Abstract

Abstract: This thesis analyses the profile of the organisational communicator in the era of digital transformation, identifying professional competencies, key technological tools and the challenges faced in the management of internal and external communication. The methodology has a mixed approach, applying the techniques of literature review, semi-structured interviews to 3 CEOS from communication and marketing agencies in the city of Loja and surveys to 63 organisational communication managers in the cities of Loja and Zamora, in order to obtain a global overview. It was found that the organisational communicator must have a multipurpose profile, therefore, he/she must develop various competencies, the skills that stand out most are creativity and innovation and constant training; relying on digital tools, automation and artificial intelligence, to meet the objectives of the organisation, the demands that digital transformation implies and face the challenges it entails.