Le professioni delle agenzie di comunicazione: una ricerca quantitativa

[Autom. eng. transl.] The chapter illustrates the results of a quantitative survey carried out in July 2016 in collaboration between ALMED (High School in Media, Communication and Entertainment of the Catholic University of the Sacred Heart), the Master in Digital Communications Specialist and ASSOCOM, with the objective to photograph and analyze the changes taking place in the professional world of communication. The aim of the research was to investigate the evolution of professions in business communication, digital media, social media and media relations, through a questionnaire distributed through a qualifi ed database of agencies and compiled online anonymously between 5 and 18 July 2016, using a dedicated platform. The questionnaire, composed of a total of 22 questions, was developed to support and relate to the qualitative part of the research, carried out in the spring of 2015 and 2016 through the analysis of 22 in-depth interviews aimed at professionals in the sector. The outline of the questionnaire was structured so as to touch the main points of interest following a progression started from a brief presentation of the interviewee and of the role covered in the agency; a classification of its positioning within the reference supply chain; an in-depth focus on the professions - which are the ones that are growing and the most in demand with forecasts for the near future, which are those perceived as the most difficult to find, such as the most appreciated skills and soft skills - and a further focus on the relationship between the world professional and university, in order to outline a training offer in step with the constantly changing standards and demands of the world of work to offer students and recent graduates more awareness in choosing their own professional future.