Gestión estratégica de la reputacióneje central de la gestión empresarial

Abstract

Corporate Communication has undergone an enormous transformation in Spain in the past 30 years. Similar transformation, with different timings according to their respective state of development, has taken place in all market economy countries. Communication has moved from being in the 80’s virtually absent from organization charts as a separate function, to outstand presently in the proximity of the first line management. Of course, this process is not foreign to what the whole society is experiencing, where communication has a growing presence and the corporations have had to gradually adapt their organizations in order to cope with this phenomenon. It seems logical to expect that given its increasing importance, the future of corporations will be determined to a great extent by their ability to manage Communication. The purpose of this thesis is to analyze the recent evolution of corporate communication and the social context where it takes place, and, based upon this analysis, to propose a model for the organization of its management capable of meeting the demands of the foreseeable future. The research has been approached from a phenomenological perspective, with a subsequent qualitative methodology based on observation and study, analysis and induction to arrive to final conclusions. Main source used has been self experience, plus bibliography complemented with written press and Internet. The work carried out has been divided into four main blocks. The first of them studies the evolution of corporate communication – and that of its main expressions, particularly Institutional Communication – in the decades of the 80’s and 90’s. Within this period it can be observed already in Spain almost all of the fundamental elements of the transformation occurred: increasing value of the brands, and intangibles in general, as differentiation factor; the growing complexity of corporate relations with its social environment; the appearance of the Corporate Social Responsibility concept; the importance of communication management in crisis situations,... As far as the organization of corporate communication management is concerned the most relevant event is the creation of the Dircom (Communication Manager) position, which comes as a response to the referred movements, which demand an integrated approach to communication...