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Clusters and Public Relations: Communication of the companies conglomerates in Spain

Abstract:

This article is the first one that studies this topic in Spain and shows a kind of map about the communication that Spanish clusters are doing at the moment, as well as the professionalism of their activity. To do that, we have contacted the clusters and asked them, through a semi-structured interview, about their internal organization with regard to the communication. After that, we explain the results of the study and the conclusions. It emphasises the little communication activity developed by these organizations, compared with holding companies, which makes it difficult to achieve one of the most important goals of the clusters: improve the competitiveness of its partners. All this reveals a low level of perception in these organizations, even among those with communication managers with academic training in the field.