The Communication occupies an important place in organizations for three reasons: technology, globalization and cultural change. "Organization" is a plural construction instituted in the daily lives of its members, which reflects the communication reality, it is f ormat because creates and represents the process of organizing . Therefore, the Strategic Communications born and developed in societies where they live a democratic political system and open market economy, which is in turn a degree of individuality and freedom of individuals and markets. Also, there should be a system sophisticated mass media, since the absence of influence media tends to delay or weaken growth Strategic Communication.
In such contexts, central authority is exercised through the issuance of signals with persuasiveness, not through the issuing of orders or standards. The use of symbols is important, but governments the press is vital , the preferred medium through which signals communicate that wish to reach different audiences . And when the media more independent of government, will credibility signals emitted by their environment.
In such contexts, central authority is exercised through the issuance of signals with persuasiveness, not through the issuing of orders or standards. The use of symbols is important, but governments the press is vital , the preferred medium through which signals communicate that wish to reach different audiences . And when the media more independent of government, will credibility signals emitted by their environment.
The individual is prevalent in importance in society today, now the individual and not groups who fight for the environmental, nutritional care, rejection of political violence , etc. finding forms of expression through consumption and media, which relies to assert their identity and those who have to feed to recognize in them every day. It is therefore, an individual much more challenging than has been previously , being organizations in the center of all exigencias . Individuo que como consumidor actúa como un ciudadano investido de plenos derechos ; y como ciudadano actúa como un consumidor libre para elegir lo que mejor oferte a su conveniencia. De esta forma, la sociedad actual prefiere la transparencia y rechaza el secreto , logrando así que este último sea una fuente eminente de noticias cuando es descubierta la actuación de una autoridad, institución, empresa o personaje público . Y es por esta razón, que resulta percibir dos vertientes en la actitud periodística: the investigative journalism and the domestic press . Therefore, this type of press allows media will provide ample space, allowing it to increase the direct complaint people.
The weight of public opinion is manifested in the media can not tell us what to think , but what to think , determining what is most important ; while the central of media are clear in today's society, so power is fragmented and that space is : the public . All attraction media, which no longer depend on political parties or act transmitter belts of ideological currents, unfolding with an industrial logic own , that seeks to maximize its profitability by public impact .
The fundamentals are currently proximity and informality, as we live in the television era . The relationship of empathy or emotional moves content, feelings are imposed on the reasons, the persuasion of the words yield to the appeal of relationships, spontaneous rituals. This transforms the type of communication politicians, governments, businesses and institutions and their relationship styles the public . Achieving that the firm is socialized, and today practically every organization a public entity. The access to information through the media ago allowable income public in all that want to participate on all social sectors . The
corporate cultures tend to open as signal of transparency and trust, not his production the largest of its attractions but the images they project among consumers . That is why the factor of these times is the employee satisfaction. This also invites organizations not feel secure in its old borders, neither is comfortable in its pure business and no further wants leave room for competitors, encouraging them to take new spaces, expanding its borders and be in the minds of his audience in this way.
emphasize then that public space today is occupied consumption. And if so, consideration of the goods in his triple capacity is relevant: functional, symbolic and communicative. Similarly, multiply crises or conflicts, which are made today as a standard that can not be avoided. These crisis, which tend to be fleeting and volatile, born objective problems, as well as how they are facing . They have no center and no arbitration, there is no formal authority to settle a conflict that clearly and definitively, there is also the indulgence of the media.
Taking into account all these considerations, we must keep in mind as public relations, the three levels of performance that will determine our work: strengthen social ties organization as an end in itself and not for purposes instrumental formalize corporate identity in a corporate project to reconcile the goals of shareholders and senior managers with the goals of broader support in the organization, and facilitate the development of key projects organization, seeking to make these tools also internal cohesion.
Therefore, the formulation a corporate project of public relations will require all steps to achieve the goals and objectives of Public Relations which in turn help realize the objectives of the organization market. En sus diferentes etapas, este proyecto contribuirá a organizar y desarrollar las actividades de Relaciones Públicas , a fin de que puedan ser evaluadas. Finalmente, debe concebirse tal proyecto dentro de un marco de Comunicación Estratégica , y no simplemente como una herramienta de comunicación .
The fundamentals are currently proximity and informality, as we live in the television era . The relationship of empathy or emotional moves content, feelings are imposed on the reasons, the persuasion of the words yield to the appeal of relationships, spontaneous rituals. This transforms the type of communication politicians, governments, businesses and institutions and their relationship styles the public . Achieving that the firm is socialized, and today practically every organization a public entity. The access to information through the media ago allowable income public in all that want to participate on all social sectors . The
corporate cultures tend to open as signal of transparency and trust, not his production the largest of its attractions but the images they project among consumers . That is why the factor of these times is the employee satisfaction. This also invites organizations not feel secure in its old borders, neither is comfortable in its pure business and no further wants leave room for competitors, encouraging them to take new spaces, expanding its borders and be in the minds of his audience in this way.
emphasize then that public space today is occupied consumption. And if so, consideration of the goods in his triple capacity is relevant: functional, symbolic and communicative. Similarly, multiply crises or conflicts, which are made today as a standard that can not be avoided. These crisis, which tend to be fleeting and volatile, born objective problems, as well as how they are facing . They have no center and no arbitration, there is no formal authority to settle a conflict that clearly and definitively, there is also the indulgence of the media. Taking into account all these considerations, we must keep in mind as public relations, the three levels of performance that will determine our work: strengthen social ties organization as an end in itself and not for purposes instrumental formalize corporate identity in a corporate project to reconcile the goals of shareholders and senior managers with the goals of broader support in the organization, and facilitate the development of key projects organization, seeking to make these tools also internal cohesion.
Therefore, the formulation a corporate project of public relations will require all steps to achieve the goals and objectives of Public Relations which in turn help realize the objectives of the organization market. En sus diferentes etapas, este proyecto contribuirá a organizar y desarrollar las actividades de Relaciones Públicas , a fin de que puedan ser evaluadas. Finalmente, debe concebirse tal proyecto dentro de un marco de Comunicación Estratégica , y no simplemente como una herramienta de comunicación .
Bibliografía
Tironi E. & Cavallo, A. (2004). Comunicación Estratégica.
Ferrari, M. (2006). La comunicación como apoyo estratégico en la empresa.
Ferrari, M. (2006). La comunicación como apoyo estratégico en la empresa.
ARTÍCULOS RELACIONADOS:
Strategic Communication: Aims and objectives
The Management of Public Opinion
Image and Strategy
The Corporate Image Identification
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