Communication management has become highly relevant within organisations in recent years. An increasing number of both public and private institutions employ communication professionals to convey their mission and corporate identity. The most recent studies in this area confirm that institutional communication is now vital for organisations.

At the same time, this profession is not always understood correctly. This is due, among other factors, to the wide variety of terms that refer to this area of activity. Notions such as propaganda, publicity, corporate communication, public affairs, institutional advertising, organisational communication and corporate communication, among others, have been used to describe the object and purpose of this function. Furthermore, the level of development differs greatly from one country to the next, and significant deficiencies may still be observed in some companies and organisations. At the same time, there remains a lack of such content in business administration and management schools.

In addition, communication management is now immersed in a new cycle, with the incorporation of new technologies. In this regard, there is now a greater need to communicate with stakeholders (employees, customers, the public, users, shareholders, suppliers, partners, journalists, user associations, sector organisations, etc.) following the explosion of social media and platforms for online publication. Ultimately, the relationship with brands is being constructed in a more participatory manner than ever before.