Chief Editor
  • Prof. Christina Nikolova, PhD
Editorial Board
  • Prof. Christina Nikolova, PhD - UNWE
  • Prof. Elka Todorova, DSc. - UNWE
  • Prof. Maya Lambovska, DSc. - UNWE
  • Assoc. Prof. Todor Nedev, PhD - UNWE
  • Assoc. Prof. Dorina Kabakchieva, PhD - UNWE
  • Assoc. Prof. Paskal Zhelev, PhD - UNWE
  • Assoc. Prof. Martin Osikovsky, PhD - UNWE
Scientific Secretary
  • Assoc. Prof. Aleksandar Valkov, PhD - UNWE
  • Assist. Prof. Veselina Lyubomirova, PhD - UNWE
International Editorial Board
  • Damian Stantchev, PhD
    Edinburgh NAPIER University, UK

  • Ivaylo Vassilev, PhD
    University of Southampton,UK

  • Prof. Irina Kuzmina-Merlino, PhD
    Transport and Telecommunication Institute, Riga

  • Milan Zdravkovic
    University of Niš, Serbia

  • Prof. Niculae Mihaita, PhD
    Bucharest Academy of Economic Studies, Romania

  • Prof. Ricardo Jardim-Gonçalves, PhD
    UNINOVA institute, New University of Lisbon, Portugal

  • Prof. Ing. Jaroslav Belás, PhD
    Tomas Bata University in Zlín, Czech Republic

  • Prof. John Rijsman, PhD
    Tilburg University

  • Prof. Ing. Zdenek Dvorák, PhD
    University of Zilina, Slovak Republic

  • Prof. Zoran Cekerevac, PhD
    “Union – Nikola Tesla” University in Belgrade, Serbia

Dynamics of Communication Professions and Competencies
year 2019

Dynamics of Communication Professions and Competencies


In this text we identify the current professional profile of those employed in the communications sector – journalists, PR experts and advertisers. The main argument is that the introduction of technology leads to a redefinition of communicators' expertise and the emergence of specific new professional roles. There are major transformations going on in each of the professions – new professional roles and requirements appear that demand advanced competences, which we have examined from the point of view of technological competencies, digital content competencies and strategic competencies. Our documentary and content analysis of open positions in global job offering and finding websites has shown that in the communication professions there is a convergence of professional expertise and at the same time preserving the professional identity. The presence of convergent competencies does not result in a blurring of the boundaries between the different communication sectors, but elevates those sectors to a new level of technological narrative, without depersonalizing their autonomy and social role. The research shows the growing tendencies regarding the digital content, concretises the new professional communication roles and highlights the expertise requirements of the business sector.

JEL: L 820, O 310, J 440


Advertising, communication, profession, convergence, journalism, public relations, communication competencies, professional roles, job descriptions, professional identity
Download Yearbook_2019_No16_Angova, Nikolova, Valchanov.pdf

ISSN (print): 1312-5486
ISSN (online): 2534-8949