El objetivo de este artículo es analizar el grado de madurez en la transformación digital de los departamentos de relaciones públicas y comunicación de las empresas de mayor facturación españolas asociadas a la Asociación de Directivos de Comunicación-Dircom, mediante el modelo de transformación digital de Westerman, Bonnet y McAfee (2012), basado en los vectores de liderazgo y capacidad digital. Para este cometido se cursó un cuestionario a sus máximos responsables de comunicación. Los resultados identifican que el 73,6% de los departamentos de comunicación de las empresas participantes están en un momento avanzado de esta transformación, condicionando cambios culturales al gobierno corporativo, la contratación de nuevos perfiles, la reorganización del trabajo y a focalizar las áreas donde cabe una mejora que maximice el retorno de los recursos invertidos. El 85% de estos departamentos tienen una visión integral de la comunicación digital, aunque reconocen que aún deben automatizar muchos de sus procesos.

This article presents a bibliometric study of journals specialized in public relations (PR) that were listed in the Social Sciences Citation Index-Communication-Journal List database and journals specialized in strategy management that were listed in the Social Sciences Citation IndexManagement-Journal List. Both lists owned by Thomson Reuters until October 2016. Articles referring to the concept of "strategy" in PR journals were identified through content analysis, as well as those articles that included the concept "public relations" in journals specialized in strategy management. Variables of analysis were: periods of time for publishing; gender of authors; prevalent number of authors per article; and titles of the articles. Results showed that strategy appeared widely treated in the journals specialized in PR, while PR had almost no presence in magazines specialized in strategy management.

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The main objective of this article is to analyse whether the positioning of the Pla de l’Estany district, in Catalonia, can be redefined in a context of possible saturation of the sports brand that was structured thanks to the success of the 1992 Olympic Games. Furthermore, this article aims to analyse how to design and implement long-term public policies in place branding. The Pla de l’Estany district is one of the smallest in Catalonia and had its moment of splendour during the Barcelona Olympic Games, which positioned it as a place of natural beauty and sports tourism. However, twenty-five years later, we ask whether this positioning needs to be updated. This research deploys a methodological triangulation that combines in-depth interviews with opinion leaders, discussions in focus groups and an online survey open to citizens. This research presents three conclusions: it places the processes of citizen participation as a key element in the construction of territorial brands; refocuses the narrative of the territory of the Pla de l’Estany based on the concepts of “sustainable nature” and “traditional culture”; and conceptualises place branding not just from the perspective of promoting tourism, but also from that of fomenting sustainable governance.

Background: In order to play an active role in their health care, patients need information and motivation. Current delivery systems limit patients' involvement because they do not routinely provide them with enough details of their own clinical results, conditions and other important clinical data. The purpose of this study was to identify, from the perspective of patients, which topics matter the most, who should be communicating them, and when and how should they be provided. Methods: We conducted a qualitative, phenomenological study analysing the content of subjective experiences, feelings and behaviours. We organized two focus groups with 13 participants and 15 in-depth interviews. Transcripts of the focus groups and interviews were checked for accuracy and then entered into Atlas ti™ v7.5.13 qualitative software. Two independent researchers performed a qualitative inductive content analysis to classify the data in two levels: themes and categories.Results: The qualitative analysis provided 377 units of meaning synthesized into 22 categories and six themes: hospitalization procedure, Health Literacy relating to the patient's condition, information content, satisfaction, professional-patient relationship, and patient proactivity. Patients described which information they wished for, when they needed it, and who would provide it, usually related to actions such as admission, discharge or diagnostic tests. Oral information was more difficult to comprehend than the written kind, as patients can check written information several times if needed. Nurses were the most available professionals, and patients found easier to relate to them and ask them questions. Moreover, patients identified physicians as those professionals responsible for providing clinical information.Conclusions: Our results showed that patients suffered from poor Health Literacy regarding their personal condition, as they were unable to describe the symptoms, the type of tests being performed or their results, and some of them also had difficulties in naming the specific disease or comorbidities they had. During the hospitalization process, patients were in good shape to come with doubts and actively asked for more information. Healthcare organizations and professionals were offered the chance to ensure the correct communication and comprehension to their patients.