Escrito el 11 enero 2010 por Jesus Guerro en General

comunicacionWe  fully live into the era of communications, the real revolution lies in this century. Nothing has boomed over the past decade such as opening opportunities to interact with remote receivers via new common play areas that have led social networks and digital vehicles for knowledge management. What has been called 2.0-environments
The trend has reversed dramatically. If a few years ago, companies tried to retain their competitive advantage jealously hidding their know how as gold treasure, now that battle is lost at entry. Knowledge is almost Public by definition, innovations are more frequent, the life cycles of products are shorter every day, and the companies tend to specialize and collaborate on models of star spectra models, sharing its values and excellence. Companies have had to learn and adapt to this new trend, from an “look inside” culture to another exogamous, becoming exporters and taking advamtage of knowledge communities as the main attraction when both capturing market or seducing talent. The way to manage Empathy has become the symbol of identity and corporate image of companies.
Therefore, it is more necessary than ever to spend the time and energy required to design and implement the Corporate Communication Plan. This may mean, carried out with skill and determination, the best tool for obtaining competitive advantages for a modern Organization.
Communication plans should cover both environments, which in turn must keep a crystalline coherence.
a) The External Plan, where the Organization launches key messages to its stakeholders, with particular attention to their customers and prospects, in many cases also encompassed within what we call Corporate Social Policy. What we do matters every day more people and even more significantly, how we do it. Which philosophy and methodology we follow to guarantee respect for humanity and the environment.
b) The Internal Plan, in what is intended to convey the whole organization of the Company’s strategy is a share from the beginning to all its members and gives them the means to make more fluid cross-functional coordination, harmony and speed the execution of processes and a growing autonomy of decision in each job.
The former is a power of expansion, the latter, of productivity.
An informed customer is an active buyer. A motivated employee is a proactive pulse. Both are essential and communication makes this symbiosis, possible.
It is said that what is not communicated, it does not exist and that where there is no motivation, there will not be performance.

So, how elaborate a Communication Plan?

Any plan must contain:

1 .- Analysis of the Current Situation. Where we are. What are our strengths and our weaknesses. We evaluate their performance in relation to trends in the environment. What are the actions of our competitors.

2 .- Go closer to our audience. Who does not listen, does not communicate. Reveal who is our Target or Targets. What they expect from us. What do they lack. How we can help them.

3 .- Determination of Objectives. What we intend to improve. What do we want to communicate. What is the message.What we want to avoid. How can it be valid or enriching for all of them. Must it be addressed or open distributed?

4 .- Define the Budget. What financial resources we count for. What we hope to return, when?.

5 .- Design our Media Plan. Through what mechanisms will your message public. To do this we must study how to more effectively attract the attention of our target and assess their efforts in economic terms.

6 .- Evaluate the effectiveness of the Plan.

The communicative challenge of today’s businesses pass through enhancing in the most attractive manner possible, their presence on social networking, open systems, pooling their achievements, progress and even unknowns. Transmitting, Sharing.- This is the present and this is the future. So, Go Open!


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