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Rubén Rodríguez, nuevo Socio de MAS Consulting Group

Rubén Rodríguez se convierte en el nuevo Socio de MAS Consulting Group tras dos años como Asociado de la compañía. Anteriormente, Rodríguez fue Director Adjunto de Comunicación la Consejería de Sanidad de la Comunidad de Madrid, asesor en el Gabinete del Consejero de Empleo y Mujer de la Comunidad de Madrid y periodista en el diario La Razón, entre otros medios.

Desde la perspectiva de periodista, consultor y ahora socio de MAS Consulting, esta es su visión sobre el presente y futuro de la comunicación política e institucional, las relaciones entre gobierno y empresas y el lobby en España:

Después de su paso por la Administración y ahora como Socio de MAS Consulting ha estado en los dos lados, ¿cómo considera que es en España la relación entre las empresas y las instituciones públicas?

La relación entre empresa e instituciones públicas es una relación de confianza. Las administraciones son conscientes de que la colaboración con el sector privado  es fundamental para el devenir de la economía y que empresas y administración deben ir en muchas ocasiones de la marcha. No obstante, en esa relación es fundamental para las empresas tener un profundo conocimiento de cómo funciona la administración, quiénes son sus públicos objetivos, es decir, a quién hay que dirigirse. En ese contexto, nuestro trabajo como consultores es clave para asesorar al cliente en cómo, cuándo y a quién debe dirigirse dentro de la Administración.

Desde su punto de vista, ¿qué características debe tener un buen lobista? ¿Dónde se aprende?

Hasta ahora la profesión de lobista tenía unas connotaciones negativas. Sin embargo, poco a poco esta situación se ha ido corrigiendo y hoy, por ejemplo, ya no se relaciona el lobby con la compra de favores. En ese sentido, cada vez están surgiendo más iniciativas que ayudan a normalizar nuestra profesión. Desde MAS Consulitng, hemos puesto en marcha el Postgrado de Asuntos Públicos (PDAP), que este año cumple su quinta edición, y que además de ofrecer una formación de calidad contribuye a normalizar la profesión de lobista.

¿Qué importancia tienen para usted la estrategia de redes sociales en la comunicación de una empresa? ¿y en la política?

Las redes sociales son un canal más dentro de la estrategia de comunicación. Un aspecto del que muchas veces se olvidan los partidos y las empresas es que en las redes sociales lo que prima es la conversación y aportar contenido que dé valor y genere interés para tu comunidad. Hoy la comunicación no es unidireccional sino bidireccional y aún hay corporaciones que no lo han comprendido. Además, las redes sociales nos permiten tener un contacto directo con los clientes en el caso de las empresas y con los votantes o ciudadanos en el caso de los partidos y gobiernos. Por eso es necesario gestionar esos canales con responsabilidad y profesionalidad.

Según su criterio, el futuro de la comunicación política, ¿por dónde pasa?

El futuro de la comunicación política pasa por combinar de forma correcta la estrategia off line y on line. En ese sentido, es fundamental coordinar las acciones en el entorno off  (mítines, entrevistas en televisión, etc.) con las acciones en el entorno on line. Además de esto, la aparición de las redes sociales está transformando la forma de comunicarse con los ciudadanos, ya que cada vez se informan más a través de estos canales y por eso es fundamental tener una estrategia y no improvisar. Sin olvidar a la televisión que sigue siendo el “rey” de la comunicación política.


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