Competences and ethical training of corporate communication professionals in intercultural contexts

Abstract

This article proposes the necessary review of promoting the study of Ethics and Professional Deontology applied to the field of Strategic and Institutional Communication, especially to the world of Public Relations and Corporate Communication. The digital revolution, which has arrived to stay, poses new challenges that the professional of strategic communication must face, including the use of private information, the social media, the new right to be forgotten on the web, new crimes to privacy and honor through digital media, transparency and access to information. Also, we must add the context of a new economic, social and cultural scenario. We live in a multicultural society with ethnic, cultural and religious conflicts, permanently. At present, multiculturalism has become a reality that cannot be ignored. The upcoming professionals of Communication need a specific education based on universal values ​​that enable them to find their place in a contemporary world in which the term globalization makes more and more sense. Ethics adapted to multiculturalism is a competence that must be developed transversally in different subjects from those taught in the studies, degrees and specializations of Communication Studies.