La comunicación colectiva

La comunicación corporativa es el conjunto de actividades promulgadas por la organización para la creación y mantenimiento de las buenas relaciones con y entre sus miembros. Este propósito se cumple a través del uso de diferentes medios que mantengan informadas a las personas pertenecientes a la organización, integradas y motivadas con sus funciones dentro de la misma, contribuyendo a alcanzar los objetivos con trabajo en equipo, colaboración y promulgación de la igualdad de condiciones.

La intercomunicación personal es muchos casos resulta difícil, las empresas, corporaciones e instituciones son lo que comunican: si no funciona la comunicación interna, será difícil generar una buena imagen como compañía y una comunicación externa eficaz.

Cuando las ostras necesitan orejas, es la premisa que titula este texto sobre la comunicación organizacional: cuando estos moluscos se encierran en su ecosistema o zona de confort, no permiten que otros se acerquen a ellos, muchas de las organizaciones se cierran ante la posibilidad de escucha de sus equipos, quienes son los que permiten que la operación de la empresa funcione. Los autores José Ramón Pin y José Ignacio Bel han distribuido este libro en doce capítulos que estudian de modo sistemático los canales de comunicación para los diferentes públicos y establecen las reglas del juego que permiten generar credibilidad y confianza: desde la estrategia empresarial, pasando por los fundamentos de la comunicación corporativa, interna, externa e informal y las situaciones de crisis hasta llegar a la función del director de comunicaciones con un plan de desarrollo ejecutable.

La Teoría y práctica de la Comunicación corporativa que proponen Bel y Pin se basa en unos principios que dan coherencia a las decisiones de carácter más táctico. Antes de plantear qué contar, a través de qué canales y a qué público, los autores insisten en que cualquier organización debe partir de unos principios que le confieran solidez y coherencia: ¿Para qué estoy en el mercado? ¿Cuáles son mis valores irrenunciables? ¿Qué tipo de relación deseo establecer con mis empleados? ¿Qué significa para mí respetar al público? ¿Qué impacto deseo tener en la sociedad? La respuesta a esas preguntas sirve, entre otras cosas, para actuar con un norte claro y evitar comportamientos erráticos.

El estilo expositivo de este manual de comunicación corporativa hace que resulte particularmente práctico, con un gran número de propuestas útiles para cualquier director de comunicación. Cuando las ostras necesitan orejas es un libro práctico, sistemático y ameno. Sus aportes son de gran interés para los directores de comunicación de empresas e instituciones, pero también útiles a los responsables de estrategia, marketing, producción o dirección de personas.

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