Public relations professionals as knowmads: a vision from the academy, the professionals and students in Ecuador

Abstract

The following introspective study analyses the knowmad ideology linked to public relations professionals from the perspective of academics, professionals and undergraduate students in public relations. It analyzes the contributions, tensions and challenges arising from the ideology and compares characteristics of the profiles between knowmads and PR professionals. For the research was used quantitative and quantitative techniques: interviews with Ecuadorian scholars —public relations experts—; discussion group with PR professionals, related to different labour sectors; and finally a survey with recurring students of the Public Relations undergraduate program of UTE University —Quito, Ecuador—. We conclude that it is essential the projection of professionals and students of public relations as knowmads in order to rescue the profession in all its dimension, facing new challenges and requirements in a changing and competitive environment. We show that several characteristics of the knowmads fit directly with these communicators, validating the importance of this ideology for the future of the profession.