Cinco retos para la comunicación corporativa según DIRCOM

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27 enero, 2014
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Cinco retos para la comunicación corporativa según DIRCOM

En la última edición del tradicional “Anuario de la Comunicación” que publica Dircom, la Asociación de Directivos de Comunicación a la que pertenece MAS Consulting, expertos del sector analizan los retos a los que se enfrenta la comunicación corporativa.

Entre los desafíos, se destacan los siguientes:

1.     Necesidad de un código ético

Cada vez son más los profesionales de la comunicación que se encuentran con cuestiones éticas, de hecho un 93% de los profesionales europeos demanda un Código Ético. En España el 46,7% admite haber dudado sobre cómo actuar en determinadas circunstancias según el European Communication Monitor.

Estos datos son debidos a la constante necesidad del dircom tanto de preguntarse el porqué de las cosas como de saber decir “no”. Los profesionales aseguran que el reto del dircom es convencer a la dirección de que ser buenos es rentable y además contribuye a ser garantes de la ética y de la comunicación de valor.

2.     Medir, medir, medir

Los profesionales europeos que desempeñan su función en el área de la comunicación, consideran necesarias  herramientas de medición, eficaces y sostenibles, tanto desde el punto de vista de la inversión, como del tiempo utilizado. Existe una necesidad básica de definir el retorno de la inversión en comunicación. “Comunicar. Medir. Evaluar. Y volver a comunicar”. Con esta secuencia los directores de comunicación destacan la importancia que tiene para las empresas e instituciones saber cuál es el impacto de aquello que comunican, para mejorar el mensaje y el canal utilizado y ayudar así a la organización.

3.     Apuesta efectiva por el entorno online

Un 46,3% de los profesionales europeos consideran los medios sociales como una de las cuestiones más importantes para los próximos 3 años. A pesar de esto, la implementación efectiva de estas herramientas está todavía en fase de desarrollo.

Los profesionales puntualizan que es importante diferenciar entre estar y rentabilizar las redes sociales y establecen la diferencia entre el social media y el social business.

Los expertos adelantan un crecimiento de redes sociales temáticas (también desde el punto de vista de RR.HH.) y del móvil como herramienta de comunicación directa con los usuarios.

4.     Aumentar la influencia

Según la publicación de Dircom, en España la función de la comunicación en la planificación de las organizaciones no está involucrada al mismo nivel que en el resto de Europa y es un reto de los responsables de estas áreas tratar de introducir el área en las Juntas Directivas.

Uno de los principales retos del gremio es hacer a entender a las empresas que a través de sus acciones y su comunicación se representa la marca y que por tanto esta debe incluirse en la estrategia global de la empresa. Para conseguirlo el líder debe ser capaz de ofrecer una visión convincente de cómo la comunicación puede ayudar a la organización y tener habilidad para crear y gestionar equipos.

5.     Más habilidades de negocio

En una sociedad en constante evolución, el mundo formativo debe renovarse para ofrecer una educación en sintonía con las nuevas necesidades de empresas. Hasta el momento los ámbitos donde los profesionales de la comunicación se sienten más cómodos son el análisis, la planificación y el liderazgo. Sin embargo, del informe se desprende que deben mejorar en los aspectos relacionados con las finanzas, la organización y el control.

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