The guide of experts is a directory of researchers from an institution who are willing to collaborate with the media and allows journalists to locate them autonomously in a short time. It is a communication tool that optimizes the media projection of the organization's intellectual capital, increasing the visibility, branding, and organization's intellectual capital, increasing the visibility, brand, and reputation of the institution. For this reason, its presence and management in Spanish private universities are researched. The objectives are to ascertain their presence or absence from the guide; identify the reasons that have slowed down their digital implementation; analyze their location, type of format, and languages; research how an expert is located; analyze the curricular data offered by the researcher; reveal the curricular data offered by the expert, and make known the methods for contacting the specialist. The methodology is based on content analysis and the study period is from February to June 2020. The results indicate a poor presence, although they are always located in the press rooms and their format is usually digital (not in pdf), allowing the search by name-surname or specialty, mainly only in Spanish, offering little curricular information on the researchers and always allowing contact by telephone or institutional e-mail through both direct contact and contact mediated by the communication office. It concludes with an overview of its implementation and an identification of the dysfunctions and good practices detected for transferring scientific knowledge through this organizational tool.
Use and abuse of scientific knowledge: The portrayal in the media
