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Esta investigacion identifica y analiza los planes de estudio de la formacion superior de grado especializada en Publicidad y Relaciones Publicas –o de sus equivalentes- en Espana, en el curso 2017-2018, para comprobar si se han producido modificaciones de mejora en el numero de asignaturas especificas de relaciones publicas con respecto a las de publicidad, desde el primer despliegue del EEES hasta la actualidad. En 2017-2018 se identifican un total de 33 grados en cuya denominacion aparecen los terminos “publicidad” y “relaciones publicas”. Del total de asignaturas especificas de publicidad y de relaciones publicas impartidas, el 68,99% son de publicidad y el 31,01% son de relaciones publicas. En el tercer despliegue del EEES en el sistema universitario espanol (2017-2018) el numero de asignaturas especificas de relaciones publicas son minoritarias respecto a las de publicidad. Se verifica que dicha situacion de inferioridad numerica se sigue manteniendo desde las antiguas licenciaturas anteriores a la implantacion del Plan de Bolonia. Se constata que la formacion de grado en Publicidad y Relaciones Publicas es minoritaria entre los directivos de comunicacion, en beneficio del Periodismo, por lo que los modelos profesionales prevalentes en Espana son de caracter tecnico: el de agente de prensa y el de informacion publica (Grunig y Grunig, 1989; Grunig, 1989). Professional models and Advertising and Public Relations university degrees in Spain from the point of view of Public Relations (2017-2018) ABSTRACT  This research identifies and analyzes the curricula of higher education degrees specialized in Advertising and Public Relations -or their equivalents- in Spain, during the 2017-2018 academic year, to check if there have been modifications of improvement in the number of specific subjects of public relations with respect to advertising, from the first deployment of the EHEA to nowadays. In 2017-2018, a total of 33 degrees were identified with the terms “advertising” and “public relations” in their naming. Out of the total of specific advertising and public relations subjects taught, 68.99% were about advertising and 31.01% about public relations. In the third deployment of the EHEA in the Spanish university system (2017-2018) the number of specific subjects of public relations are lesser with respect to advertising. It is verified that this situation of numerical inferiority is still maintained from the old bachelor’s degrees prior to the implementation of the Bologna Plan. It is noted that the degree training in Advertising and Public Relations is a minority among communication managers, for the benefit of Journalism, so the professional models prevalent in Spain are of a technical nature: that of press agent and public information (Grunig and Grunig, 1989; Grunig, 1989). Keywords: Advertising; degrees; EHEA; professionalization; public relations; Spain.

communication papers

Modelos profesionales y grados universitarios de Publicidad y Relaciones Públicas en España desde la perspectiva de las Relaciones Públicas (2017-2018)