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Copyright of Revista Internacional de Relaciones Públicas is the property of Instituto de Investigacion en Relaciones Publicas and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Revista Internacional de Relaciones Públicas is the property of Instituto de Investigacion en Relaciones Publicas and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Revista Internacional de Relaciones Públicas is the property of Instituto de Investigacion en Relaciones Publicas and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

La investigación que se presenta en este artículo es el resultado de un análisis comparado de algunos de los resultados de dos estudios sobre la función de la figura del Dircom en el estado español, concretamente de aquellos elementos tratados en el desarrollo de sus respectivos trabajos de campo, que están directamente relacionados con su orientación estratégica, y que han sido publicados en 2010.Enmarcando el estado de la cuestión en torno al hecho de que el Dircom, en la actualidad, posee un profesiograma altamente impreciso que, más veces de las deseadas, tiene un carácter funcional restrictivo y excesivamente instrumental (táctico) que imposibilita su consolidación definitiva, en detrimento de una orientación plenamente estratégica, se procedió a analizar los estudios “Nuevos modelos de gestión y función de los responsables de comunicación. Estudio sobre el modelo español de gestión y reporting de intangibles para un Dircom” (Fundación EOI, 2010) y “El estado de la Comunicación en España” (Dircom 2010).Una vez establecida la discusión, se desarrollaron las conclusiones, que dieron lugar al planteamiento de dos nuevas investigaciones, con la finalidad de profundizar con mayor detalle en la materia objeto de estudio./The research presented in this paper is the resultof a comparative analysis of some of theresults presented in two previous studies, published in 2010, that focused on the role of theDircom figure in Spain, specifically the elements addressed in the development of theirfieldwork which are directly related to its strategic management.Framing the state of affairs on the fact that Dircom have, at the moment, highly undefinedjob profiles, more often than desired, which allowsa restrictive and instrumental function(tactical) that precludes their definitive professional consolidation, in expense of developinga full strategic orientation. We included two studies in our analysis: "New models ofmanagement and the role of responsible media. Studyon the Spanish model ofmanagement and reporting of intangibles for Dircom" (EOI Foundation, 2010) and "TheState of Communication in Spain" (Dircom 2010).The conclusions of our study were developed and they led to two new research approachesaimed to further study in more detail the matter under consideration.