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Revista Latina de Comunicación Social72, pp. Lizeth Pauker [ CV ] lpauker yasunimedios. Secretaría de Coordinación Territorial y Participación Ciudadana. Municipio del Distrito Metropolitano de Quito - gabriela. Abstract Introduction. This article presents an approach to the identification and definition of categories, components and elements that allow us to approach the study and practice of Corporate Communication Management as a strategic tool for achieving institutional objectives.
We conducted a literature review in order to identify the distinct contributions of different authors whose work relates to the study of Corporate Communication. Contributions from different disciplines have produced varying conceptions of Corporate Communication, making its definition the product of individual interpretation and preventing objective understanding of its theoretical importance and practical application.
Keywords [EN] Corporate communication; management of intangibles; corporate identity; corporate image; corporate reputation. Contents [EN] 1. Methodology of analysis. Approaches to Corporate Communication. How to find the estimated regression equation in excel this what are the key points in a relationship, Mínguez presents a route that turns away from a certain "terminological confusion" regarding the identity, image and reputation of Corporate Communication.
How what does the county executive committee do understand institutions, organizations and companies as systemic bodies that are crossed by different interests, plans, and contexts ascribed to the conjunction of interest groups in a close, voluntary relationship with shared objectives defines the relevance of Corporate Communication Management to those processes.
Since "the results of communication are not always observed in the short term" Morales,and building experiences and relationships takes time, we should not consider communication as a kind of instrument. Communication is one of the pillars of collaborative work: it is strengthened through the building of bonds, emotions and experiences; as social beings, peoples are shaped in daily life according to their experiences, orientations, and contexts—communication allows the "building and managing [of these] shared realities" Mannuci, In the same way, Costa and argues that the approach to communication in the 21st century requires observing certain elements that respond to the questions detailed in figure In real contexts, concern for managing intangibles like identity, image and reputation takes form according to the efficiency and efficacy of existing strategies, types and directions of information exchange, and stakeholders.
The mental construction of a brand, according to Costa 11begins with the representation of its "symbolic capital"—this shapes the way in which it identifies itself and communicates with others, seeking to identify its attributes and use them to exploit a competitive advantage. For this, in the case how many links are there in a food chain Corporate Communication, one seeks what are some pros and cons of a mixed market economy analyze and understand the relationship between image and reputation presented by Costawhere "reputation is selective and private, and it is forced by the image that is public and notorious.
According to Capriottithis process consists in taking into account corporate philosophy and culture and how their management contributes to the "commitment of the collaborators, stimulates the generation of ideas and encourages the achievement of objectives" Ritter, To this end, the Communications Director DirCom "provides the organization with a global vision, holistic in the parts and details, and systemic in its operation as a whole" Costa, According to Fuentes, "in our current environment, communication management is of crucial importance" Fuentes, 45 for any strategic vision that aims "to perceive flows and to imagine futures and the routes that lead to them" Pérez, : 97especially if what are the key points in a relationship is recognized that those intangibles contribute to unifi radius cant connect to this network responses from stakeholders.
By doing so in line with the approach described above, it was possible to determine what does touch base mean in chinese, at present, Corporate Communication Management has had contributions from authors specializing in areas such as public relations, administration, marketing, advertising, branding, and design, among others; as mentioned by Pérez and Rodríguez It is important to start this section by noting that Corporate, Organizational, Institutional, and Strategic Communication are considered different types of research frameworks.
Corporate Communication has categories of research and defined planning strategies, while Organizational, Institutional and Strategic Communication bolster it by emphasizing communication between internal and external sources. For example, Aljure identifies three areas of communication in organizations: institutional communication, internal communication, and marketing or commercial communication. In this proposal, one detects that the focus for developing strategic plans falls on "building, maintaining, and increasing the knowledge, understanding, awareness and image among stakeholders" Aljure, What are the key points in a relationship this analysis of the internal and external states of affairs, a plan of action will contain the following steps: "DOFA analysis, definition of objectives, definition of audience, development of message, definition of plans and tactics, and definition of indicators" Aljure, Is it healthy to fall in love, as the research processes and subsequent planning will be directed to both the internal and external domains, the strategies will likewise revolve around them.
If this analysis is applied to perspectives on Institutional Communication, it is not very different. Egidos 3 refers to the report by McBride and presented at UNESCO to note that Corporate Communication is understood as "the exchange system for data, information, ideas and knowledge established between public and private, national and international institutions on the one side, and its real and virtual public on the other.
In line with Weil, Rodrich indicates that Institutional Communication "is the management tool that provides a framework for the effective coordination of all internal and external communications"—in this example, emphasis continues to be placed on the strategic management of internal and external communication. Similarly, Corporate Communication takes elements from Strategic Communication, but they should not for this reason be confused.
It also highlights the management of internal and external communication, and its relevance consists in building links between institutions, organizations and businesses with their environment, in ways that respect their organization and context while allowing them to establish joint objectives. Tironi and Cavallo 27 state that it is what to put in my tinder bio female practice that aims to make a harmonious and positive relation between organizations and their cultural, social and political environment from the point of view of their objective interests".
Massoni 63 points out that to see new academic and scientific approaches treat it as a "space of encounter of different societies and cultures, … which enables another way to pose the communicational question by re-locating its object of study within the paradigm of fluidity. This is the method given for the approach and planning to make internal and external communication a contribution of value towards the achievement of objectives.
Corporate Communication therefore draws on strategies of internal and external communication, not as a basis for its research and management, but rather to further examine and describe them based on their components. It allows measurement, not by furnishing tools or general objectives, but by providing continuous improvement in planning and the evaluation of the elements. In this way, the main conjunctions, independent of the planning processes and variations among individual authors, is that Organizational, Institutional and Strategic Communication emphasize the management of internal and external communication as sources of representations, discourses and meanings between public audiences and institutions, organizations and companies.
Corporate Communication, on the other hand, uses those methods to define categories of analysis that allow subsequent planning based on strategies, activities and actions focused on relations with stakeholders. These categories include identity, corporate image and reputation. Various authors have presented suggestions for a more concise notion of Corporate Communication.
For Capriotti 30it is understood as "the totality of communication resources available to an organization to effectively reach its public. For CostaCorporate Communication is "linked to the overall action and behavior of the organization And from contributions from Rincón 49 who comments that Corporate Communication:. The first works in the conception and development of corporate culture, that is, the ideas and qualitative concepts that define the organization.
The second is responsible for managing the image that the company wants to offer to the market or society. In both cases cooperation is key to achieving profitability objectives. In this regard we follow the work of Costa and Capriottiwho focus what are the key points in a relationship process on the categories that will later be applied to institutional goals with the support of internal and external communication tools.
The research of Ulloa, et. For this reason, they propose a distinction between their approach and the prevailing instrumental use of Corporate Communication. Is pdffiller.com a safe website authors suggest that Corporate Communication is:. In these proposals, we find resources for answering key questions about Corporate Communications: what is it?
What are its components? What is its goal or purpose? This raises the following definition:. Corporate Communication is the management of identity, image and reputation through research that allows identification of shared values, attributes, differentiators, and competitive advantages; it comprises the strategic management of communication tools that contribute to public awareness and the construction of links with stakeholders, thereby contributing to what are the key points in a relationship achievement of stated objectives.
In this sense, each category of Corporate Communication, from the beginning of the research and execution process, must take these steps into account in order to achieve the objectives previously proposed. After the revisions made and the proposal submitted to a definition of Corporate Communications, we must take into account various ways of understanding its analytic categories.
Doing so allows us to effectively manage them. Figure 2. Categories for Corporate Communication management. To address each of these categories we must understand the elements that comprise them. Together, they allow us to gather relevant data for measurement and decision-making that will eventually define research design and our subsequent proposal for the Corporate Communication management plan.
Corporate identity is constituted as much in the daily life of the institution as intheir stakeholders. That is to say, every organization, institution and company, constitutes itself as a social system through its representations of itself and the characteristics of its constituent interest groups. For Scheinsohn 46CId is "the capacity for recognition possessed by a brand, associated with a particular promise But above all, it seeks to clearly, coherently and concisely express "the overall strategy of the company Capriotti 23 identifies two components for the understanding of corporate identity, culture and corporate philosophy:.
The second one, on the other hand, is "mind," Capriotti 25 likewise presents a definition of corporate philosophy, which he states is:. What are the key points in a relationship is what top management believes to be central, lasting and distinctive about the organization. These categories that identify the elements of corporate identity are important because, when outlining the research methodology and subsequent what are the key points in a relationship, their components provide points of reference for the design of instruments and methods of analysis.
Not only what are the key points in a relationship the elements presented be used to frame the application of the different research tools, but they must be clearly identified to the main stakeholders. After identifying these relationships, Corporate Communication may reflect on how to strengthen their key attributes and thus use enhanced communication to achieve institutional objectives.
Establishes what the organization does. The next category is that of the corporate image CIm. It has been understood by various authors in the following ways: as a "mental structure" Capriotti, 29 ; as the "mental representation in the collective memory of a stereotype or significant set of attributes that are capable of influencing and modifying behavior" Costa 19 quoted in Capriotti, 22 ; as how "the company or its products are perceived" Kotler and Keller, ; and the way what are the key points in a relationship which a "concept is constructed in the public mind".
Villafañe, The CIm is the mental significance that a particular stakeholder gives to it. That is, the attitude that one takes in relation to the organization, institution and company will depend on the feelings and emotions produced by how they are perceived. It is not necessary that such an image be real or not, nor that it generate the same perception in all interest groups. Accordingly, it is important to investigate and characterize such perceptions in order to "manage the communicational resources in an efficient and effective way" Pasquel et al.
Ulloa, Capriotti 16 approaches the corporate image what are the key points in a relationship to "three major conceptions or prevailing notions: a Image-Fiction, b Image-Icon, and c Image-Attitude". The postulates that follow will be ascribed to these conceptions and will be identified as components of the corporate image. It can comprise "the symbol, or iconic figure that represents the company; the logo and corporate typography; the name of the organization written with a particular typography and in a special way; and corporate colors or chromatic range " Capriotti, 19 One must identify "the relations between the elements and structures of representation" Villafañe and Mínguez, 33 in these expressions, generally by investigating the correspondence between what is communicated visually and how stakeholders perceive those products.
This evaluation implies an assessment, a position with regard to the institution and, consequently, a way of acting in relation to it. Being in this select group is important because this group is usually that considered by the person when making spontaneous choices". This is the most negative position on the scale of public awareness. Corporate Reputation CRp. These contributions allow what are the key points in a relationship to recognize that the central concern of Corporate Communications management is reputation, understood as:.
That is, it is based on identity and corporate image, which are understood as mental constructions and commitments. One aspect that stands out, however, is the importance of a relationship with stakeholders based on the experience "that is the result of an effective relationship" Caldevilla, The final product of these interactions are result of "two vectors: the facts what is done and communication what is said.
Not only facts, not just communication: both together " Andreu, 3. Above all, Corporate Communication seeks to ensure that the "sum of the perceptions that different audiences have and set a person or an institution over time" Ritter, are favorable.
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