[Commlist] New Book: Strategic management of communication projects

The digital version of the book *Strategic management of communication 
projects*, by Professor and researcher Andrés Barrios Rubio, published 
by Ecoe Ediciones, is now available.

The rapid pace of digital transformation, the consolidation of complex 
media ecosystems and the integration of artificial intelligence into 
organisational processes have redefined the role of communication as a 
strategic component of planning, management and decision-making. Against 
this backdrop, professor and researcher Andrés Barrios Rubio presents 
the book *Strategic Management of Communication Projects*, a work that 
proposes a conceptual and methodological framework for understanding, 
designing, implementing and evaluating communication projects from a 
contemporary perspective.

This publication addresses the need to integrate the classical 
principles of project management with the challenges posed by 
digitalisation, automation, data analytics, transmedia communication and 
the use of emerging technologies. Based on this approach, the book views 
communication as a strategic, cross-cutting and interdisciplinary 
process that contributes to the creation of value within organisations, 
institutions and communities.

Organised into nine chapters, the book provides a systematic overview of 
the main stages of communication project management. Its content covers 
strategic assessment, planning, objective-setting, content management, 
the coordination of online communities, evaluation using indicators and 
metrics, the integration of artificial intelligence and automation, as 
well as an analysis of the trends currently transforming strategic 
communication.

 From an applied perspective, the book integrates traditional, agile 
and hybrid project management methodologies, linking them with tools 
widely used in both academic and professional contexts, including SWOT 
analysis, benchmarking, stakeholder mapping, time planning, the 
definition of key performance indicators (KPIs), return on investment 
(ROI) assessment and the analysis of digital metrics. These tools are 
presented within a management model focused on evidence-based planning, 
continuous evaluation and ongoing improvement.

One of the book’s contributions lies in the incorporation of artificial 
intelligence as a cross-cutting component of the strategic management of 
communication projects. Going beyond simply presenting technological 
applications, the text analyses the possibilities offered by intelligent 
systems for strengthening processes of research, diagnosis, content 
creation, task automation, monitoring, information analysis and 
evaluation of results, whilst also encouraging reflection on their 
responsible use in professional and academic contexts.

The book also includes case studies, practical exercises, methodological 
resources and teaching tools that help develop skills in project 
formulation and management. This combination of theoretical 
underpinnings and practical application makes the book a valuable 
resource for university-level education and professional development.

Strategic Management of Communication Projects is aimed at undergraduate 
and postgraduate students, lecturers, researchers, consultants, project 
managers and professionals in the fields of communication, journalism, 
advertising, marketing and related areas. It also serves as a supporting 
resource for courses related to project management, strategic 
communication, digital transformation and organisational innovation.

With this publication, Andrés Barrios Rubio builds on a line of research 
focused on the study of digital communication, artificial intelligence, 
strategic management and the processes of transformation within 
contemporary media ecosystems. The work aims to contribute to the 
development of new capabilities for the planning and management of 
communication projects, promoting an integrated approach that brings 
together academic knowledge, management methodologies and emerging 
technologies.

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