Although he earned his law degree, he obtained a PhD in advertising and public relations at the Autonomous University of Barcelona. He is the son of Jordi Xifra (Sr.) who introduced public relations education in Spain in 1967, and was also the founder of the College of Public Relations, with headquarters in Barcelona and Gerona. After Xifra, Sr. death in 1991, the College of Public Relations at the University of Girona (now Faculty of Tourism and Communication) created the Jordi Xifra international award in his tribute. This prize is awarded biannually to prominent personalities from the field of communication and public relations, both the professional and academic areas.
Jordi is the main author of Spanish books on public relations. He has also published the first book on lobbying in Spanish, and later this year he will be published another one on issues of management. He is the author of Teoría y Estructura de las Relaciones Públicas (Theory and structure of Public relations, McGraw-Hill), Planificación estratégica de las Relaciones Públicas (Strategic Planning of Public Relations, Paidós) and Técnicas de las Relaciones Públicas (Public Relations Techniques, UOC), which are the textbooks used in teaching public relations of Spanish and Latin American universities. He is the co-author of the Spanish edition of Wilcox and Cameron Public Relations: Strategies and Tactics, Wilcox and Cameron.
In the field of communication and public relations Jordi has published more than a dozen articles in major academic journals in Spain and Latin America since 2003 (Zer, Razón y Palabra, Ámbitos, Anagramas, Organicom, Anàlisi: revista de comunicación y cultura, Sphera Publica, Historia y Comunicación Social…). He also publishes in Public Relations Review. Jordi is the co-editor of the forthcoming issue of American Behavioural Scientist on public diplomacy and public diplomacy.
Jordi founded the Spanish Public Relations Researchers Association in 2004. He is the current president.