La figura del dircom como generador de diálogo y reputación con los stakeholders

Pablo Medina Aguerrebere, Pilar Buil Gazol

Resumen


La internacionalización, las fusiones entre compañías, la crisis de confianza por parte de las instituciones y el papel activo de los stakeholders son algunos de los factores que están cambiando las estrategias de comunicación institucional de las empresas españolas. En este artículo, se identifican, en primer lugar, los vectores que deben trabajar dichas compañías para crear marcas globales que gocen de reputación entre sus stakeholders y, en segundo lugar, se profundiza en  la escucha como estrategia. Con tal fin, desde principios de abril de 2014 hasta mediados de octubre de ese mismo año, se han entrevistado a los Directores de Comunicación de las empresas españolas con mejor reputación internacional según Merco (2013) y, posteriormente, se les envió un cuestionario centrado en la estrategia de escucha. Los resultados muestran que potenciar el rol directivo de la comunicación, centrar su actividad en la construcción de la reputación y desarrollar una estrategia de escucha con los stakeholders son aspectos determinantes para convertir a las empresas en instituciones memorables.

 


Palabras clave


relaciones públicas; reputación; campañas de comunicación; stakeholders; estrategia de escucha.

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