Currently, communicators have been opening strategic space in the labor market, especially in private companies and NGOs, where their role requires the displacement of new skills and competencies related to corporate cultural "management", knowledge, projects, learning, among others-; With this, the criterion that the communication professional is only qualified for the classic fields: graphic design, audiovisual production, journalism and mass media, message development, etc. is dissolving.
Hence, the objective of this article is to identify the job demands for the communication professional, establishing the cognitive challenges, the expertise and the skills that they must have at present.
opportunities-and-challenges-of-the-communicatorFor this purpose, data was collected, based on a documentary review of the calls published in the Classifieds of the Los Tiempos newspaper and in the CEBEM electronic bulletin, taking as reference January 2015 to July 2016. As a consequence, The new demands of the labor market demand the need to strengthen the communicator's competences, from the inter and transdisciplinarity to respond to the requirements and vicissitudes of the Commercial and Development fields presented as priorities in this article.
KEY WORDS: Management, interdisciplinary skills, transdisciplinarity, labor demand, strategist, cognitive challenges, expertise, aptitudes.
INTRODUCTION
It is indisputable that the Social Sciences have entered into crisis, due to the fact that the dominant paradigms of the 20th century no longer respond to the social, economic, political reality of the world in which a totally digitized human being lives. However, the latest research has established that Communication, as a profession, continues to have a place and importance, as it is a tool for interaction, knowledge and, above all, social change. (Mónica Valle, 2003).
Depending on the crisis that it is going through, epistemically speaking, various studies have begun to emerge where areas and specialties that are not traditional in the common training of the communicator are established, such as Communication for Development, Public Management or the I work under new educational approaches. Due to the lack of updating of the curricular contents of the various Higher Education Houses, which offer the career to an ¨information society¨ that moves at a different pace and at a different speed, it is that the communicator's field of action falls short, myopic and retarded, by not considering these specialties as new expertise that will energize their role in the world ”.
Since the 1980s, questions have been raised about the crisis in the social sciences and the humanities. These questions are more than verifying a situation, in many aspects, they are nothing more than a diagnosis of the future of knowledge. (Victor Silva, 2014).
Consequently, the new study approaches must aim at the comprehensiveness and transversality of the analysis and professional practice, since today's labor market demands professionals with integrity in different knowledge, skills and aptitudes and in accordance with a complexity and variety of needs of the different companies and institutions. Thus, with these inputs and from the labor situation, a space for reflection is opened for professionals already qualified, for teachers, who must become a bastion of a modernization of Higher Education; and for students to guide their academic training, based on new challenges.
In order to provide an adequate interpretation and presentation of data concerning the current reality, it was necessary to implement the Mixed research approach, which allowed the use of statistical tools for linear and cross-analysis of information, in addition to its contextualized interpretation., according to the objective set by the researchers, which seeks to identify the current job demands for the communication professional, establishing the cognitive challenges, the expertise and the skills that they must have at present.
Based on this, data was collected from the Classifieds of the newspaper Los Tiempos, from the city of Cochabamba, and from the electronic bulletin CEBEM, of national circulation, from January 2015 to July 2016. The analysis and interpretation of the same, suggests Possible alternatives for exponential growth of skills, in the future, that communication professionals have.
CONTEXT
It is known that technological progress and globalization have substantially modified the practice of social communication not only at the level of roles and scenarios; but also at the level of competences, skills and aptitudes in practices such as information, new exchange systems, the elaboration and implementation of strategies, the production and creation of didactic / pedagogical kits and / or briefcases, the generation of knowledge and the promotion thereof.
In the midst of accelerated technological advance, it is difficult to discern which are the most significant changes and which ones influence the roles of the communicator of tomorrow.
However, the new skills and competences can be delineated from a broad effective and tripartite articulation between communication, society and the university, since the latter cannot ignore labor demands in its educational curriculum (knowledge and knowledge), internationalization processes, the incidence of information, the technological revolution and how communication has become a primary element in private companies (Montiel de Rodríguez, 2005).
On this subject, this article highlights, based on the labor demands published in Classifieds Los Tiempos Cochabamba and the national electronic bulletin CEBEM, corporate communication (marketing, advertising and public relations) and communication for development and projects (education) as interdisciplinary areas whose competences highlight the development of market strategies and the design and implementation of pedagogical briefcases, followed by the development, evaluation and management of social projects.
Hence, communication is presented as strategic in private companies, NGOs and / or foundations to synergistically face the challenges and changes of these, which according to (Garrido, 2012) it is necessary to understand that the solutions in companies go through an integrated approach communication and its corresponding complementarity in well-directed multidisciplinary techniques and means oriented to common objectives.
The foregoing reflects the need for the communicator to train and work based on competencies in which knowledge and knowledge are, today, a requirement for development and social well-being and also that this generates both a growing demand for higher education, such as the need for significant cooperation between disciplines. Understanding communication as a strategic axis means facing decisions and approaches from a synergistic structure capable of responding effectively and efficiently to the demands, dynamics and permanent changes of the organization and society.
For this reason, the communicator is challenged to sustain a work scenario of permanent interaction with comprehensive skills and competencies resulting from multi and interdisciplinary specialties, which allows a competitive production to achieve its objectives interacting with a plurality of audiences ranging from collaborators, volunteers, clients, government, social bases, etc.
METHODOLOGY
The variables and data have been collected and analyzed based on a conceptual and methodical model:
- The research focus was Mixed, as the general objective was to identify the current demands of the communicator; To achieve this end, it is necessary to have generalizations, based on hypotheses that guide the research process (quantitative approach), and that the statistical data generated from the information allow a detailed and in-depth reading of the phenomenon to be reviewed. This approach allowed the data obtained from statistical matrices to be processed for subsequent analysis and qualitative interpretation. The scope of the research is descriptive, due to the fact that, as will be seen in the next point, only will present the relevant aspects of the tabulated information,to consider its most important characteristics and thereby generate a global panorama of the phenomenon itself. The method that has been used for the description, both qualitative and quantitative, is Descriptive Statistics, with which distribution tables could be generated of frequencies, and most importantly, Contingency Tables, where the crossovers of variables that will support the research were carried out.The technique used to collect the calls for labor demand was the documentary review, as soon as It refers to the newspaper Los Tiempos and its offprint, Classifieds, published every Sunday between January 2015 to July 2016; In the case of the CEBEM Bulletin, an electronic review was made of all the daily publications published by this site in the same period of time.It should be considered that 193 cases were taken, both from the publications generated in the newspaper Los Tiempos and in the CEBEM Bulletin, taking into account the following observed variables: Training, Type of Position, Years of Experience, Postgraduate, Postgraduate in, Competencies, Skills, Aptitudes, Type of Company, Professional Scope Sources and City.
RESULTS
1.- Training and Type of Position
The area with the highest labor demand according to the revision of Contingency Table 1 is Corporate Communication, which includes Marketing, Public Relations and Advertising. However, for this type of position, professionals categorized in "related branches" are required in which the social communicator must compete with other professionals such as economists, administrators, marketers, publicists and specialized public relations (46 of 193 publications). While for the communicator proper, the demand in the area of Corporate Communication is lower, with 20 out of 193 publications.
On the other hand, it highlights the fact that Communication for Development is having a greater place as a source of income. According to the interpretation of the data, it is the most requested position for the Social Area, where, once again, the communicator competes with other professionals whose competencies must respond to the Preparation, Planning, Design, Management, Execution and Evaluation of Social Projects, Community Development and Sustainable Development. In addition, it should be noted that the social communicator as such, must still strengthen his skills for this position, since it is only required in 14 of 193 publications analyzed. Likewise, within this variable, the Educational area is presented as an essential element to carry out interventions, publications and training in Social Projects (14 of 193 publications),which makes a total of 45 publications for the area, positioning itself as the second most demanded by the labor market.
There is another area, which is Mass Media, where journalism was included. According to the results, it is one of the least demanded areas (10 of 193 publications), which implies that the market is not demanding communicators who work in traditional information media.
| Table of | contingency Training * Grouping positions | ||||||||||
| Count | |||||||||||
| Grouping charges | |||||||||||
| Commercial,
Marketing, Advertising and Relations Public |
Education | Communication for the
Development and Projects |
Massive media | ||||||||
| Training | Communicator | 28 | 9 | 14 | 10 | ||||||
| Social area | 9 | 6 | 31 | 0 | |||||||
| Related Branches | 49 | 14 | 22 | 0 | |||||||
| Others | 0 | 0 | one | 0 | |||||||
| Total | 86 | 29 | 68 | 10 | |||||||
2.- Professional scope and type of company
One of the hypotheses raised in the cross-variable analysis establishes that consultancies are more focused on NGOs and Foundations, which is confirmed in Contingency Table 2, showing that of 193 publications, 64 are given for them. However, the fact that private companies require, with 96 publications out of 193, permanent personnel, that is to say, that they work with a fixed salary and with all social benefits, stands out.
This suggests that the labor market is divided, albeit with different proportions, in the consulting field and in the formal sphere. On the other hand, the public area has a lower demand for communication professionals, with only 2 times that calls have been made in the public sector according to Classifieds of Los Tiempos and the CEBEM electronic bulletin, this is due to the fact that public entities have its own State Contracting System (SICOES).
| Contingency table Professional Scope * Type of Company | |||||
| Count | |||||
| Company Type | Total | ||||
| Public | Private | NGOs AND
Foundations |
|||
| Professional scope | Consultancy | one | 5 | 64 | 70 |
| Fixed payroll | one | 91 | 31 | 123 | |
| Total | two | 96 | 95 | 193 |
3.- Type of position and years of experience
At the crossroads of these variables, it must be taken into account that there are 93 cases that have been considered lost in the system, they correspond to the CEBEM electronic bulletin, whose terms of reference (TDRs) have expired; Consequently, the years of experience required were not known, to be crossed with the variable of the type of position.
Based on this, it should be considered that the area where less experience, that is, only 2 years, is required to assume a position is in the area of Corporate Communication with 17 out of 193 publications.
On the other hand, the position where more experience is required (more than 5 years) is in the area of Communication for Development and Projects, with 21 out of 193 cases, followed by the Education area, with 14 cases.
This sheds some light on which areas require less experience and others where expertise is the central element that is taken into account when taking over a position or job.
Contingency table Years of experience * Grouping positions Count
| Grouping charges | Total | ||||||
| Commercial,
Marketing, Advertising and Public relations |
Education | Communication for the
Development and Projects |
Massive media | Communication
Organizational and Corporate |
|||
| Years of
Experience |
2 years | 17 | 3 | 6 | two | one | 29 |
| 3 years | 5 | 3 | 12 | 3 | one | 24 | |
| 4 years | one | one | 0 | 0 | one | 3 | |
| may
or or equal to 5 years |
10 | 10 | twenty-one | one | two | 44 | |
| Total | 33 | 17 | 39 | 6 | 5 | 100 |
4.- Competences and type of position
This is one of the pillars that support this research. According to the most requested positions seen in point 1, a series of competencies are required, understood as the theoretical / methodological knowledge that has been learned from the academy.
Regarding the area of Corporate and Commercial Communication, the competences that are most required are: Mastery of marketing and advertising strategies (15 of 193); know how to design, plan, execute and evaluate projects (7 of 193) and be a communication strategist (5 of 193).
For the area of Communication for Development and Projects, which also considers the use of educational elements, it takes as main competences the following: Planning, Organization, Management, Execution and Evaluation of Projects (20 of 193); knowledge of educational methodologies (10 of 193); knowledge of the gender and human rights approach (9 of 193 publications), in addition the use of technological tools and the use of databases (4 of 193 publications) are requested.
Other types of publications such as knowledge of the social, political and economic context; knowledge of the legal, labor and economic financial regulations; Diagnosis and baselines, among other tabulated competencies, only appear once required within the total conglomerate of the count of charges, so they have not been taken into account as relevant points to highlight.
Contingency table Grouped competencies. 1 * Grouping positions Count
| Grouping charges | Total | ||||||
| Commercial,
Marketing, Advertising and Public relations |
Education | Communication
for him Development and Projects |
Massive media | Communication
Organizational and Corporate |
|||
| Competition
s. grouped. one |
Knowledge of the social, political and
economic Planning, design, execution and evaluation of Projects Social Diagnostics and baselines Strategies Communication Management Risks and Public Management Knowledge of Legal, Labor and Financial-Economic Regulations Knowledge of marketing and advertising strategies Knowledge of educational methodologies Knowledge of the gender and human rights approach Community development and interactoral work Knowledge in report writing and writing Knowledge and research |
two | two | 4 | one | 0 | 9 |
| 7 | 3 | 17 | 0 | 0 | 27 | ||
| 0 | 0 | 4 | 0 | 0 | 4 | ||
| two | one | 3 | one | one | 8 | ||
| 3 | 0 | 3 | 0 | 0 | 6 | ||
| 3 | two | one | 0 | 0 | 6 | ||
| fifteen | one | two | 0 | one | 19 | ||
| one | 4 | 6 | 0 | 0 | eleven | ||
| one | 4 | 5 | 0 | one | eleven | ||
| two | two | 3 | 0 | one | 8 | ||
| 0 | 0 | 3 | two | 0 | 5 | ||
| 0 | 0 | 4 | 0 | one | 5 | ||
| Knowledge of database, tools
digital and computer packages Systematization of experiences Others |
3 | two | one | 0 | 0 | 6 | |
| 0 | 0 | 4 | 0 | 0 | 4 | ||
| 7 | 0 | one | 3
7 |
0
5 |
eleven | ||
| Total | 46 | twenty-one | 61 | 140 |
5.- Skills and Type of Position
According to the results shown in Contingency Table 5, there is a multiplicity of skills that the labor market demands, either for the communicator as such or for other professionals who compete with him. However, it is striking that, for all the positions studied in this article, skills in the domain of Office, social networks and web positioning are requested (10 of 193). Furthermore, a close relationship between the most requested positions and the required skills continues to be established; For example, in the case of corporate communication, the skill that is most prevalently requested is that it be a person with experience in the commercial area (9 of 193), while for the educational area and communication for development, it is requested who has experience in the development of social projects.
It is striking that the skills codified in the article are so dispersed among themselves, which can lead to the fact that, as mentioned above, there is a high percentage of cases (between 30 and 40%) that they are given up.
Contingency table Grouped skills 1 * Grouping positions Count
| Grouping charges | Total | ||||||
| Commercial, Marketing,
Advertising and Public relations |
Education | Communication for the
Development and Projects |
Massive media | Communication
Organizational and Corporate |
|||
| Pooled Skills.1 | I work with
NGOs Work with social, peasant and gender organizations Work with local and national authorities Proficiency in foreign and native languages Without experience Domain of Offices, social networks and web positioning Domain in implementation of educational policies and educational material |
0 | one | 0 | 0 | 0 | one |
| 3 | one | 4 | 0 | 0 | 8 | ||
| 0 | one | one | 0 | 0 | two | ||
| two | 0 | 4 | one | 0 | 7 | ||
| two | 0 | 0 | 0 | 0 | two | ||
| 8 | 0 | 5 | 4 | 3 | twenty | ||
| 0 | 5 | 4 | 0 | 0 | 9 | ||
| Proficiency in the elaboration of strategic plans Others
Ease of communicating with political and social actors Experience in the commercial and public relations area Experience in the development and management of projects Be a strategist in Communication |
one | 0 | 0 | 0 | one | two | |
| 14 | one | 8 | one | 0 | 24 | ||
| two | 3 | 4 | 0 | one | 10 | ||
| 10 | one | 3 | 0 | one | fifteen | ||
| two | one | 9 | one | 0 | 13 | ||
| two | 3 | 5 | 0 | one | eleven | ||
| Total | 46 | 17 | 47 | 7 | 7 | 124 |
6.- Skills and Type of position
When we talk about Aptitudes - which should not be confused with attitudes - we are mentioning those behaviors or personal dispositions that make a person able to function easily in a job. They are personal characteristics that make the person suitable to occupy a position.
It is powerfully striking that within the positions stipulated in the investigation, there is a sine qua non relationship with the elements analyzed above, since for the position of Corporate Communication, the skills that are most required are: Proactivity and Dynamism (15 of 193) and Initiative and Leadership (6 of 193).
For the position of Education and Communication for Development and Projects, the skills that professionals inserted in this area are required to have are: Teamwork (14 of 193) and Initiative and Leadership (6 of 193).
A clarification should be made here: unfortunately, as in points 4 and 5, the size of the missing data is considerably high (93 cases), however, the research is valid since the analysis has been carried out on the basis of 100 confirmed cases, whose skills, competencies and aptitudes will in fact shed light on the challenges of the communicator in the 21st century.
Contingency table Grouped fitness. 1 * Grouping charges Count
| Grouping charges | Total | ||||||
| Commercial,
Marketing, Advertising and Public relations |
Education | Communication for the
Development and Projects |
Massive media | Communication
Organizational and Corporate |
|||
| Fitness. grouped1 | Cordial customer service | 3 | 0 | 0 | 0 | 0 | 3 |
| Teamwork | 6 | one | 14 | two | two | 25 | |
| I work under pressure | 4 | 0 | two | 3 | one | 10 | |
| Proactivity and Dynamism | fifteen | 0 | two | 0 | one | 18 | |
| Good personal relationships | 3 | one | one | 0 | 0 | 5 | |
| Initiative and Leadership | 6 | one | two | 0 | 0 | 9 | |
| Interpersonal communication
Others |
4 | 5 | 4 | one | one | fifteen | |
| 13 | 5
13 |
5 | 0
6 |
0
5 |
2. 3 | ||
| Total | 54 | 30 | 108 |
7.- Type of Position and City
Taking into account all confirmed cases -100% - it can be shown that for the area of Corporate and Commercial Communication there is a strong demand for the department of Cochabamba (64 of 193), which means that it is one of the departments that is betting for this type of charge, against the city of La Paz, which has only published 7 times for this one.
On the other hand, for the Education and Communication for Development and Projects Area, there is a strong incidence in the city of La Paz, whose publication frequency reaches 46 publications out of the 193 described, against the department of Cochabamba, which only reaches 36 publications. This means that the city of La Paz has become the strong one in terms of the demand for professionals who take charge of Social Projects and Community Development, once demonstrating the hypothesis generated in this article.
Contingency table Position grouping * City Count
| City | Total | |||||||||
| Peace | Potosi | Cochabamba | Chuquisaca | Tarija | Santa Cruz | Beni | Pando | |||
| Grouping charges | Commercial,
Marketing, Advertising and Relations Public |
7 | 0 | 64 | 0 | 0 | one | two | one | 75 |
| Education | 10 | one | 14 | one | 0 | two | one | 0 | 29 | |
| Communication for Development and
Projects |
32 | 0 | 26 | 0 | 4 | 4 | one | one | 68 | |
| Massive media | 0 | 0 | 10 | 0 | 0 | 0 | 0 | 0 | 10 | |
| Organizational and Corporate Communication | 4 | 0 | 6 | 0 | 0 | one | 0 | 0 | eleven | |
| Total | 53 | one | 120 | one | 4 | 8 | 4 | two | 193 |
8.- City and Type of Source
When crossing these two variables, interesting data could be taken into account for the investigation: the Los Tiempos newspaper has a strong incidence of publications, as far as announcements and job calls are concerned, in the department of Cochabamba (117 of 193), and as seen in contingency table 8, it is the only market it targets. The reason is obvious, it is a local newspaper whose publications stand out on Sunday.
In the case of the CEBEM bulletin, which is published daily and constantly, it has been detected that there are 3 clearly identifiable markets, in the first instance the department of La Paz (52 of 193), Santa Cruz (7 of 193) and Tarija (5 of 71).
Contingency table Source * City Count
| City | Total | ||||||||
| Peace | Potosi | Cochabamba | Chuquisaca | Tarija | Santa Cruz | Beni | Pando | ||
| The
Times Source CEBEM |
one | one | 117 | one | 0 | one | one | 0 | 122 |
| 52 | 0 | 3 | 0 | 4
4 |
7 | 3 | two
two |
71 | |
| Total | 53 | one | 120 | one | 8 | 4 | 193 |
9.- Training and Source
The idea of making the crossing of these variables is to determine which sources demand what type of positions at the national level, so that the Communication professional has a database from which to use in future calls for work.
In the case of the newspaper Los Tiempos, there is a greater demand for professionals in Related Branches (57 of 193), followed by communicators, with 44 publications out of 122, which means that this national newspaper is committed to professionals in this field, In the case of the CEBEM bulletin, emphasis is placed on the call for professionals from Related Branches (28 of 193) and also on professionals from the Social Area (26 of 71). However, what stands out at first sight is the fact that this newsletter does not have spaces for the Communicator, since as the table says, there have only been 17 calls, which allows us to deduce that the communicator must bet on specific specialties in this area.
Contingency table Source * Formation Count
| Training | Total | |||||
| Communicator | Social area | Related Branches | Others | |||
| Source | The times
CEBEM |
44 | twenty | 57 | one | 122 |
| 17 | 26 | 28 | 0 | 71 | ||
| Total | 61 | 46 | 85 | one | 193 |
DISCUSSION
According to the data shared in the previous section, different facets have been demonstrated in which the communicator, as a professional adaptable to the demands of the 21st century, must pay attention. In this way, it is not less to establish that the image of "todóologists", professionals with integrity in terms of knowledge and "who know how to do everything" will be relegated based on the findings of this article, which clearly shows the need for interdisciplinary specializations.
The approach that universities, both public and private, have given to the Social Communication career, since its opening in the 1980s has been clear; to train professionals capable of working either only in the social and investigative area, in the field of Journalism or in the area of public relations specifically speaking. These educational approaches, it seems, are not up-to-date in terms of the plurality of demands of the society in which this professional finds himself; New approaches to specialization are imminent to turn the communicator into a catalyst for the Management of social, cultural, political, economic and corporate processes.
Why should the communicator stop being a “wise man” of everything? For some elements that will be taken into account based on the collection of the calls for the CEBEM bulletin and Classifieds from the Los Tiempos newspaper:
- It is no longer profitable, according to what has been collected, to work in the mass media, whether doing journalistic coverage or doing similar work. Of the few calls that came out for this position, it was specified that the staff should have extensive knowledge in the management of journalistic genres, or rather be a person capable of carrying out managerial or administrative positions within the media. The question here is, do you study for 5 years only to appear as a talking head on a newscast or be behind a desk? The answer can be interpreted from various angles, however, one line of analysis suggests that the communicator has the potential to lead more complex processes. It is striking that the markets that demand the communicator's work are in La Paz and Cochabamba,more with totally different positions and demands, since it can be deduced that the "Cochala valley" has a strong commercial influence, in terms of the work carried out several years ago, by those communicators who are mainly dedicated to Organizational and Corporate Communication, area of Recent data in the department but it is taking a lot of influence in the private context, due to the fact that they have realized that this professional not only carries out advertising campaigns, but also leads the incidence and internal and external relations in the organizational context, and along with this, the ability to carry out inter-institutional and inter-sector coordination with various sectors, both economic, social and even cultural. Instead, the department of La Paz,Government headquarters is demanding professionals who know how to develop the area of Communication for Development and Projects. Here it should be considered that the La Paz market requires communicators who not only know how to plan, execute and evaluate sustainable development projects, community partners or sociocultural development, but also who are people who can develop pedagogical briefcases, popular dissemination material and even the ability to formulate proposals and intervention strategies in peri-urban communities. So, how can it be noticed, this market requires a communicator with solid theoretical, methodological and practical bases regarding the development of these projects, which must be remembered that they are financed by foreign NGOs and Foundations, therefore, the communicator must become in a strategist and,at the same time, in a project manager and coordinator, capable of interacting efficiently in interdisciplinary teams. This is related to a series of skills, competencies and aptitudes described above, whose tools allow the communicator to have better opportunities, both in the field private and also in the context of NGOs and Foundations.
These elements should be considered key points for an in-depth debate on the adaptation that should be made not only to university education in the field of communication, but also to those elements that the professional must take into account, if they want to continue in force. and competing within the market.
It cannot be claimed that the communicator, by virtue of being a “todologist”, continues to project insufficient and even superficial knowledge (todologist) on everything that exists in the daily events of people and the political and economic environment of their society, rather, it should focus on those elements that link it with what companies, and society as a whole, expect from its work.
Unfortunately, society continues to conceive that the communicator works in the same vein as the psychologist and the social worker, that is, helping the most needy people and making qualitative interventions. The fact that the image of a closed professional is left aside only in situational aspects framed in the so-called “vulnerable populations”; the communicator, who, although he has sufficient methodological competences to establish this type of intervention, must project himself as a strategist for public, private and social management.
CHALLENGES AND CONCLUSIONS
Communication in this new century requires comprehensive training, which guarantees synergistic action, which, unlike what was known as a professional “todologist”, demands inter- and transdisciplinary training, which must be strengthened from specialties, diplomas and master's degrees.
Today we are in a society generated from a multiplicity of opinions, data and information, which means that communication flows and access to knowledge are much faster and more segmented. In this context, the duty of the communicator is no longer only to transmit or disseminate that information, easy to use, but must manage the planning, design, organization and execution from a comprehensive approach, so that organizations, institutions and individuals enhance the scope of your results.
The labor market no longer needs professionals who know “a little bit of everything”, unless they are specialists in areas of recent growth or in disuse, but it is expected, from the academy, the training of a communicator who, on the one hand, knows how to handle and structure communication to allow sustained and competitive business growth over time; and, on the other, a professional who is sensitive to the social needs of the population less served by political power, at all levels, in addition to using educational instruments to become an agent of social change, from political advocacy and social management.
The Higher Education system must take into consideration this mapping of the demands of the labor market, including in its curriculum subjects that guide towards research aimed at Communication for Development and Corporate Communication.
Those communicators who would like to specialize in Corporate Communication must establish themselves in the Department of Cochabamba, where there is the greatest demand in this area. If the area of specialization leans towards Communication for Development and Projects, the market and the greatest demand is in the Department of La Paz, where most of the NGOs and Foundations are located.
In universities, both public and private, Interdisciplinary and Transdisciplinary Committees should be encouraged, where there is an impact on an adequacy of the minimum contents, in a cyclical manner, on the subjects taken according to what the market requires, thus allowing the professional to training have a solid base in the areas that are required, making the curriculum more collaborative and not segmental or gregarious.
Finally, a new analysis of the profile of the communicator required by the public company is pending, this can be done from the publications in the State Contracting System (SICOES).
REFERENCES
- Garrido Francisco Javier. Communication of the Strategy. Effectiveness is in the direction. Effective Management. year XIII. 289: 7.Rodríguez M, Villalobos L. The Teaching of Journalism in the XXI Century: A Challenge between Print and Digital. 2005: 3.Silva Echeto Victor. Communication and Emergence of New Fields of Study. 2014; 0576: 1, Monica Valley. The Communication Organization for the 21st Century. April - May 2003; 32: 1.
