In every organization, situations occur every day that give rise to decision-making in any area: finance, human resources, production, marketing, however the objectivity of said decision will depend on the information that is possessed, if the amount of data It is insufficient or has some bias, decision-making will be carried out with considerable uncertainty, since the results in this regard can vary significantly and in many cases may generate a crisis that may have negative impacts for the company and its environment.
So the efficient communication management is what makes the difference in achieving results consistent with the company's objectives, some of the elements that such communication should consider are: clarity, being concise, concrete, correct, coherent, complete, courteous, credible and creative. (Pedroza, 2015)
The author mentions an 80% use of time management using communications of some kind, so it is necessary to correctly manage it to achieve systematic growth in the company and avoid the appearance of crisis in it.
DEVELOPING
Communication is a process through which ideas are transmitted to achieve understanding and action. Etymologically, it comes from the Latin communicare, which means "to share, share something." The communication process made up of the sender, receiver, message, channel has a role fundamental in the development of all company processes, regardless of the medium in which it is disseminated. (Madrid)
In the process of making communication efficient, the difference between communication and information must be considered, while the first requires feedback, the second does not need an answer as it transmits knowledge and data. The information is transmitted through communication mechanisms: interlocutors, channels, the communication networks used, etc. (Moreno, 2011)
It is important to define the concept of information, for Chiavenato it is:
A set of data with a meaning, that is, it reduces uncertainty or increases knowledge of something. In truth, information is a message with meaning in a certain context, available for immediate use and that provides guidance for actions by reducing the margin of uncertainty regarding our decisions. (Chiavenato, 2006).
It is important to consider what hinders the communication process, so the identification of barriers can help improve its development.
Communication barriers.
| DESCRIPTION | |
| Lack of planning | Establish the reasons for the instruction, select the appropriate channel and time |
| Transmission loss and poor retention. | Use more than one channel to communicate the same message |
| Noise | Identify it to decrease it It can be internal (ideas or experiences) or external (obstacles) |
| Selective perception | Hear what you want to hear and ignore relevant information |
| Semantics | Identify the language to use avoid ambiguity |
| Non-verbal communication | There must be congruence between what is said and what is done. |
| Poorly expressed messages | Lack of clarity and precision. |
| Information overload | Too much information can backfire. |
| The suspicion | Mistrust prevents people from interacting with others. |
| Evaluation | Necessary for understanding the message, feedback is important. |
Source: Technological Institute of Sonora. (Ochoa, 2015)
What is sought is to reduce uncertainty through efficient communication processes, so it is important to consider a definition of uncertainty:
Lack of consistency, precision or accuracy of the information that does not allow predicting the reality that surrounds the company, causing insecurity and doubt, occurs when there is no feedback to solve the information needs. (Aguilera, 2005)
Uncertainty directions:
- From management to workers. Are they doing what was asked of them? From workers to management. Will they jeopardize job stability? From organization to market. What may the new market require?
Achieving an adequate communication program solves the above issues, so the organizational flow of management can gradually eliminate barriers. (Aguilera, 2005)
When levels of uncertainty are high, the organization is very likely to experience a crisis, according to the author, a crisis is:
One that puts the organizational structure, institutional activity and operating procedures of each and every one of the company's areas at risk, circumstances that may threaten its fundamental values and its existence… (..) (Botero, 2010)
The crises are classified into:
- Avoidable. They are normally found in human actions, (misinformation, mismanagement of the corporate image, media exposures) Crises that cannot be avoided. Accidents, not related to the operation of the company.
Some of the characteristics of the crisis are: the surprise factor, since they regularly arise unexpectedly, at that time the organization's response capacity is measured, another characteristic is the lack of information, the escalation of events, all effects secondary that causes a crisis, feeling of loss of control, impatience, confusion, panic among others. (Botero, 2010)
Stages of the crisis:
Communication Management Manual in Situations of Crisis. (Botero, 2010)
By identifying the stages of the crisis in the organization, you can act accordingly to mitigate the effects or impacts. To the extent that it is possible to intervene in a timely manner, the situation becomes a learning event, which will set a precedent so that it does not happen later, and if so, the uncertainty in the action will be significantly reduced.
It seeks to implement organizational communication through strategies, programs, means and actions, to achieve efficiency in it, see the following model:
General model of internal organizational communication
General model of internal organizational communication. Source: (Andrade, 2005)
The starting point is located in the Diagnosis, where needs and areas of opportunity are detected, what is required to know about the company and the target audience, the efficient communication strategy is designed, forming a diverse media plan to ensure that the information permeates the entire organization, making a feedback from the evaluation of the results.
So it is convenient to consider the development of the communication strategy, according to Rafael Benítez:
1. Definition of the strategic framework. Regulatory framework of good practices to make the organization flexible.
2. Analysis of the current situation. What has worked and what has not worked.
- PEST analysis. Consider the Political, Economic, Social and Technological factors to measure the impact. SWOT Analysis, It is always important to find opportunities for improvement, in each situation Competitive analysis. Be objective to find the benefit of this practice.
3. Organizational and communication objectives. Define the communication principles on which the strategy is based.
4. Identify target audiences. Define the strategy for both internal and external audiences, and develop a model of influence and resources according to the interest of the organization, 5. Messages. When identifying audiences, relevant and appropriate messages should be sent to each audience.
6. Communication channel. According to each public, the appropriate communication channel must be chosen so that it is efficient, it can even be several channels.
7. Programming. Make a work plan with activities, managers and designated budget.
8. Measure and evaluate. Implementing an instrument to measure the achievement of objectives, you can design a battery to measure various aspects and write a report that allows making improvement decisions. (Moreno RB, 2014)
As the model is applied and the strategy is developed, the reduction in uncertainty will be notable, with specific procedures for managing the crisis.
CONCLUSION
La comunicación organizacional se convierte en un elemento fundamental para el adecuado manejo de la estrategia, es muy importante que se consideren los factores que pudieran detonar una crisis en cualquier área de la empresa, y proceder de manera inmediata para combatirla En este mundo globalizado, la diferencia la marcan las empresas que están organizadas, que saben hacer frente a cualquier contingencia, que comunican firmeza, seguridad y dirección en el cumplimiento de los objetivos.
Empresas que son débiles en la manera de comunicarse, que manejan escasas estrategias de comunicación, o que están acostumbradas a dar por hecho la eficiencia de la misma, están en serios problemas de logro del marco estratégico.
Como menciona el autor:
Un proceso de comunicación eficiente puede lograr que el objetivo institucional sea adoptado como un objetivo particular logrando esa necesaria vinculación entre el interés organizacional y el interés personal. (Espinoza, 2009)
En la medida que se pueda lograr esa vinculación se podrá decir que la empresa está logrando una comunicación madura, eficiente, duradera que puede impactar de manera positiva tanto interna como externamente, eso es lo que hacen las empresas con una visión compartida.
PROPUESTA DE TESIS
Diseño y aplicación de un programa de comunicación eficiente y manejo de crisis, a través de la elaboración de un marco estratégico para la organización.
OBJETIVO
Implementar el programa de comunicación eficiente, en la empresa X, a través de indicadores de gestión que permitan revisar y evaluar la estrategia.
BIBLIOGRAFIA
- Aguilera, J. (12 de Mayo de 2005). degerencia.com. Obtenido de Comunicación organizacional y manejo de la incertidumbre: http://www.degerencia.com/articulo/comunicacion_organizacional_y_el_manejo_de_la_incertidumbreAndrade, H. (2005). Comunicación organizacional interna: proceso, disciplina y técnica. Madrid: Netbiblo.Botero, M. L. (Abril de 2010). Manual de Gestión de la comunicación en situaciones de crisis. Obtenido de Ministerio de Educación Nacional, República de Colombia: https://www.icetex.gov.co/portal/Portals/0/images/manuales/Manual_comunicaci%C3%B3n_Crisis.pdfChiavenato, I. (2006). Introducción a la teoría de la Administración. México: Mc Graw Hill.Espinoza, L. A. (Mayo-Junio de 2009). Universidad de Chile. Obtenido de Comunicación efectiva para el logro de una Visión Compartida: file:///C:/Users/Lupita/Downloads/comunicacion%20efectiva%20para%20el%20logro%20de%20una%20vision%20compartida%20moreno%20pdf.pdfMadrid, F. d. (s.f.). Fundación de la Universidad autonóma de Madrid. Obtenido de Manual de Comunicación para investigadores: https://www.google.com.mx/search?q=manual+de+comunicacion+para+investigadores+fuam&ie=utf-8&oe=utf-8&gws_rd=cr&ei=8PcNVpK1NIOZgwTTlYzwCQMoreno, R. (16 de Enero de 2011). Blog Introducción al periodismo. Obtenido de http://mariareginams.blogspot.mx/2011/01/la-diferencia-entre-comunicacion-e.htmlMoreno, R. B. (13 de Enero de 2014). Todo muy singular, marketing digital. Obtenido de http://www.benitezrafa.es/como-desarrollar-una-estrategia-de-comunicacion-en-8-pasos/Ochoa, D. C. (2015). Instituto tecnológico de Sonora. Obtenido de Comunicación de la dirección en la naturaleza del proyecto: http://biblioteca.itson.mx/oa/ciencias_administrativa/oa19/comunicacion_direccion_naturaleza_proyecto/z5.htmPedroza, F. (4 de Marzo de 2015). Estrategia total. Obtenido de Estrategia Total:
