The communicative management of large companies in Spain: structure, resources and main challenges of their managers

Abstract

This article studies the communicative structures of the main companies in Spain. Based on the fact that these organisations have significant economic and human resources, the structure of their communication areas is analysed, as well as the specific training of their top managers. In addition, the article will outline the main concerns that these organisational structures have with regard to the day-to-day management of business communication (transparency, reputation, identity, etc.). To do this, the object of the study is made up of the main companies in the Spanish continuous market, some of them included in the Ibex 35 in 2018. This population has been selected because it has the greatest impact on the national economy and is susceptible to greater information transparency.