Institutional Communication in the Digital Age: Professional Roles, Emerging Challenges, and Transformative Dynamics – A Critical Approach

Abstract

      The field of communication professionals within media institutions has undergone rapid and successive developments, particularly in terms of performance techniques, driven by the necessity of technological adoption and new media. Most tasks have transitioned to a virtual communication model to enhance the overall performance of institutions and, more specifically, communication professionals. This shift has influenced their profession through the mastery of video production and the integration of graphic design in storytelling. Additionally, the digital communication environment has facilitated work across all performance stages, from accessing and gathering information online to processing and storing it electronically. This paper aims to present the advancements brought about by internet applications in the field of communication professionals and their role in updating capabilities within an ever-changing environment.