Progress and challenges of communication management in the XXI century. Processes, needs and deficiencies in the institutional sphere

Abstract

Organizations are installed in a systemic conglomerate in which their operation depends on the behavior of the other entities in the environment in which they are immersed. This article is based on the fact that institutional communication can not be considered unattended by the way of transforming online and offline relationships. Thus, in response to five trend indicators (interactive symmetry, Generation Co (co-creators and co-developers of content), transmedia communication and liquid contents, Internet of Things (IoT) and geoconferential mobility connection) it is discussed how are adapting communication managers of government, trade union, political, religious, health, judicial, and parliamentary, county and provincial councils, through an intentional sample of 87 members on a census universe of 427 organizations and institutions in Galicia that responded to a questionnaire of 54 questions about processes, needs and deficiencies in the management of your communication.