Perception and expectations of communication professionals before and after the Covid-19 pandemic

Abstract

The communication sector has undergone a major transformation in the recent past. In this article, we present the results of annual surveys with an accumulated sample (n = 1.775) which were carried out consecutively between 2018 and 2021 among professionals in the communication field in Catalonia. This study aims to determine the perceptions and expectations of the professionals and, in particular, the opinions of workers with management responsibilities regarding the future of their companies and the sector in general, as well as to evaluate the impact of the Covid-19 crisis. The results show how the pandemic and the severity of the current socioeconomic situation have effectively affected the sector. However, it is clear that it has withstood the crisis caused by the Covid-19 pandemic better than other areas, among other reasons because, prior to the crisis, it had carried out the digital transition and initiated a substantial change in its business model.