The research presented in this paper is the result of a comparative analysis of some of the results presented in two previous studies, published in 2010, that focused on the role of the Dircom figure in Spain, specifically the elements addressed in the development of their fieldwork which are directly related to its strategic management. Framing the state of affairs on the fact that Dircom have, at the moment, highly undefined job profiles, more often than desired, which allows a restrictive and instrumental function (tactical) that precludes their definitive professional consolidation, in expense of developing a full strategic orientation. We included two studies in our analysis: "New models of management and the role of responsible media. Study on the Spanish model of management and reporting of intangibles for Dircom " (EOI Foundation, 2010) and "The State of Communication in Spain" (Dircom 2010). The conclusions of our study were developed and they led to two new research approaches aimed to further study in more detail the matter under consideration. 

http://revistarelacionespublicas.uma.es/index.php/revrrpp/article/view/19