Public relations professional training interface. Comparative study ; Interfaz de formación profesional de relaciones públicas. Estudio comparativo ; Interface de formação profissional em relações públicas. Estudo comparativo

We start from the perspective that considers the educational system as an interface of relationships, where individuals and technology interact at a macro level, in order to explore the development of professional competencies in Public Relations and Strategic Communication. The main objective is to analyze the academic offerings in Ecuador, Spain, and Argentina, at postgraduate levels, from both theoretical and empirical perspectives, including competencies, areas of performance, and graduate profiles, especially in the context of transformations in Public Relations. The methodology involves document and literature review, analysis of academic programs at the leading universities in each country, and a review of major trends in communication management based on secondary sources such as industry associations. The results highlight the predominance of digital and business-focused approaches in the programs of the three countries. Furthermore, it is observed that only a minority of Master's programs in Communication have a clear orientation towards institutional and organizational communication. Argentina and Spain lead in compliance with Public Relations competencies, while Ecuador places a greater emphasis on digital and technological communication. In conclusion, this study underscores the dispersion in program approaches, making it challenging to achieve objectives and develop skills. It also emphasizes the need to balance the focus on strategic and institutional communication in the academic training of Public Relations professionals. Competencies related to management, strategic thinking and action, and the organization and execution of internal and external communication stand out as high-performing areas in the analyzed programs. ; Partimos del enfoque que considera al sistema educativo como una interfaz de relaciones, donde individuos y tecnología interactúan para así poder explorar el desarrollo de competencias de formación profesional en las Relaciones Públicas (PR) y la Comunicación Estratégica. El ...