The contrast between the results obtained with previous editions of the report highlights the effects of the pandemic on the outlook of the sector.
Despite the fact that this year, the Outlook Blanquerna study has been carried out in the middle of the very harsh health, economic and social crisis caused by Covid-19, the vast majority of those surveyed believe that their company will recover during this year or, at the latest, next year.
Almost three out of four respondents (74.3%) share this opinion. It seems that the bottom has been reached and that expectations for the future are moderately optimistic, especially among those in positions of responsibility or managers.
The pandemic has forced the introduction of technological improvements and has accelerated the transition from the analog model to the digital model, so much so that the responses of those surveyed suggest that technological changes have lost importance when it comes to priorities of the sector. In this sense, it should be said that the introduction of teleworking is one of the great novelties in the communication sector.
The voice of the professionals
Outlook Blanquerna is an initiative of the Research Institute of the Blanquerna School of Communication and International Relations of the Ramon Llull University and has the collaboration of the La Caixa Foundation. It is intended to be a useful tool for professionals and scholars of communication (advertising, public relations, marketing, journalism, corporate communication and audiovisual communication), based on a survey of more than 400 alumni that for more than a quarter of a century have trained in our classrooms.