The communication department is still undervalued within companies. The dircom must acquire management training. Curricula need to be more multidisciplinary. But it is a female-dominated sector with great job opportunities. Any of the above phrases could be the headline of an event organised on Thursday 14th by the University of Navarra in which six experts discussed the Perspectives of Communication and which was attended by the following participants Cristina GarcíaProa Comunicación consultant.
Moderated by José Luis OrihuelaProfessor at the School of Communication of the University of Navarra, debated Luisa AlliIKEA Spain dircom, Txema Valenzuelaa founding member of La Propagadora, Silvia AlbertWellcomm's director, José Manuel VelascoGlobal Alliance Chairman, and Gemma Muñozco-founder and CEO of The Art of Measuring.
All of them agreed on the very important role of Communication within organisationsThis is something that, according to José Manuel Velasco, who also advocated self-criticism within the profession, can be alleviated in part with management training for the dircom itself. Something that, according to José Manuel Velasco, who also advocated self-criticism within the profession, can be alleviated in part with management training for the dircom itself. Silvia Albert seconded this position, adding that, in her opinion, "Communication should not be a separate study from management".
For his part, Txema Valenzuela demanded that the academic body present at the event change the syllabus and advised that the three branches into which the degree course is currently divided (Journalism, Audiovisual Communication and Advertising) be integrated, "because today the work is all-encompassing".. In front of an audience of mostly students and teachers, he also made it clear that the faculty is only "the first step in a much longer learning process".
Despite this panorama, Luisa Alli was "optimistic" about the future of the profession and encouraged the students present by pointing out that "I see many (job) opportunities". She based her statement on the fact that "someone has to have a vision of all the issues" within companies "and know how to fit them in with everything that is going on around them". However, he regretted that the fact that the profession of dircom is a feminised one has led to a drop in salaries.
As for the talents required to exercise this profession, the majority of the members of the table defended the ability to listen, to feel how others feel. Gemma Muñoz added the ability to adapt and Txema Valenzuela added courage.