Centre and periphery: Two speeds for the implementation of public relations in Spain

In this qualitative study conducted at the Rovira i Virgili University we show that there are clearly two speeds for the implementation of public relations in Spain: one in the big cities (basically Madrid and Barcelona) and one in the smaller cities or regions of secondary economic importance, such as Tarragona, where the degree of professionalisation is noticeably lower.The medium-sized universities located outside the metropolises have an important role to play for three reasons. First, to homogenise professional practices and achieve a standard level of quality across the board. Second, to ensure that the profession achieves universal recognition. And third, to promote territorial equilibrium by improving the activities carried out by companies and institutions located outside the great urban centres.