Revistes Catalanes amb Accés Obert (RACO)

La comunicación directiva interna en las agencias de publicidad españolas

Cristina Etayo Pérez, Ángela Preciado Hoyos


Internal communication in companies has become one of the key strategic assets for management. In this context, the communication that managers maintain with their employees acquires special relevance. This paper analyses the communication actions of advertising agencies’ managers with the object to draw conclusions about two kinds of questions. First of all, it examines how company executives manage and coordinate communication with their internal audience, through studying a series of variables. Secondly, it considers the way certain aspects of communication are presented in the executive’s interactions. It studies both formal and informal dimensions as well as the relationship aspects. The research was carried out by means of personal interviews to a selection of executives of the main advertising agencies of Spain, based on a questionnaire of closed questions.

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