The constant changes in the markets, globalization and new technologies, generate competitiveness in companies, turning into situations that must be of great attention; however, the biggest challenge they face, intangible to the business vision, is communication. This has led to communication becoming a strategic tool for the company.
It is difficult to imagine an organization in which there was no communication, where the members did not share information and each one would lead their own way, since the objectives would not be achieved and the organization or company would disappear in a short term; However, there are still several companies that have communication problems within the corporation, becoming a current challenge for several companies to improve.
Communication is a social process of enormous importance in organizations. It could be argued that an organization is equivalent to defining its personnel, its process and its forms of communication; making it clear that the latter is a powerful factor that makes possible the cohesion and coordination of the means and effective actions to achieve the objectives. All of the above supports the concept that will be addressed in the following article, organizational communication, which aims to improve the quality of the information flow, the messages exchanged between staff as well as with the public or clients to effectively meet the goals.
Conception of corporate communication.
Communication, although it is an easy concept to understand, but referring to corporate communication (when it comes to a company) or also commonly known as organizational (for a general way); it can be conceived in different ways due to the approach taken.
Rebeil Corella & Nosnik Ostrowiak, understand corporate communication as “one that within an economic, political, social or cultural system is given the task of rescuing the active contribution of the people who make up the operational and tangential part, seeks to open spaces for discussion of company problems ”(1998); All this is understood to seek to achieve collective decision-making and solutions.
On the other hand, Horacio Andrade describes Corporate Communication in three premises. The first being as a Social process, where it mentions that it is a set of messages that are exchanged between staff and the external public through various channels; the second as a discipline, since it is like a field of human knowledge that studies the communication process in the company based on research and the application of knowledge; and as a third premise as a set of techniques and activities, where the knowledge generated in the company develops a strategy that facilitates and streamlines the flow of messages between staff (2005).
In a simpler way, Corporate Communication can be understood as a process of issuing and receiving messages in a company, either internally or externally, facilitating the flow of information between the members of the company.
Types of communication, communication efforts.
Communication can be classified into two categories, depending on the audience to which the expected communicative effort is injected. Being able to notice both internally and externally.
Internal: Carried out to activities within the organization. Creates and maintains relationships between members with the use of communication media that keeps them informed, integrated and motivated.
External: Formed by a set of messages from the organization to the public, seeking to project a good image and promote its products or services. This covers public relations and advertising.
Factors of corporate communication.
Model five i.
To achieve good communication, it is important that the company is aware of five main factors that guide good communication, in both types. For this, the “i” or “ies” model is proposed (See Fig. 1), which includes the factors to be considered (Andrade, 2005).
To facilitate the communication process, a good investigation is necessary, the first i, since the tools to diagnose the existing situation, evaluate and solve it requires investigation; This seeks to know the problems in communication, define needs, detect important information, evaluate the effectiveness of the media and the result.
The second i, is the Identification between the collaborators and the organization, denoting a sense of belonging to an organizational culture; with which it is sought to reinforce the culture, generate and maintain pride of belonging, and develop identifiers.
The third i refers to the image, which seeks to create a pleasant and beneficial perception among collaborators, and ensure the consistency and veracity of the messages sent to different media.
The fourth i is Integration, which seeks that all members or staff are on the same channel, aligned with each other with the same vision.
The last i, is that of Information, essential for the communication process since it is the end or objective of the communication, that it reaches the desired destination, implying what is intended and that it is disseminated for good use.
Model 5i Source: (Andrade, 2005)
What is the function of corporate communication?
In a company or organization, corporate communication's mission is to ensure the coherence and consistency of the information in the messages that pass through a company, as well as to set the information content that is going to be communicated and that will move in the company; all for the purpose of effective and efficient communication.
Therefore, Corporate Communication creates the communicative space of information in the organization, but it is not the source from which the messages come. The role it plays is to define the form of communication; locate and manage the media; ensure the functioning of the communication process and channels; always seek to define the target audience and prioritize; as well as controlling and measuring the communicative aspect both internally and externally, making it a constant challenge.
Its main function is the creation of effective interpersonal and group communication systems, and the elaboration of any means for the transmission of internal information (Intranet, wall newspaper, among others); as well as the application of new telecommunications or computer technologies in the area of communication. The functions that organizational communication covers are defined in the following areas (Hernández, 2009):
- Control: Favoring constant communication between employees, respecting established limits and rules, receiving timely information about the company and its specific work. Motivation : If the staff knows their objectives and activities, as well as the efficiency with which they are achieving them, and their progress is recognized, they will know how to improve their performance. Emotional expression: It is important to foster a balance between the organization and the staff, fostering the self-realization of the staff.
Corporate communication must have inference in commercial communication that supports advertising, marketing or sales functions; Likewise, it must have broad management in internal communication, improving management communication, internal means and training tasks; and on the other hand, institutional communication where the image must be improved with public relations, with the media and, if necessary, lobbying.
Communication also has the function of favoring unity and congruence, with homogeneous messages, which lighten and speed up tasks. It ranges from the correct use of the logo to the image that the public perceives of the company that encourages the creation of a pleasant and successful identity and organizational culture.
Ways to flow.
Communication in the internal structure of the organization can flow in different ways: descending, ascending, diagonal and horizontal; obeying the raison d'être of the dispositions of the management, the participation of the collaborators in the decisions and the flow of information between the units of the organization respectively (Ocampo Villegas, 2007).
Flows in Internal Communication.
- Downward communication . Communicate according to the established order, which may be by tasks, roles, training, training, guidelines, policies, etc. It is established by the nature of the organization, not only from who gives an order, but from the sense of organizing and ordering. Downward communication is to communicate the organizational culture and the guidelines on how to comply with it. Upward communication : From the lower hierarchical levels to higher levels; allowing employees to work proactively in decision-making and in the creation and innovation of the organization. It is considered essential because it speaks of constant feedback and bases the knowledge between thought and action. Horizontal communication: Communication is established between members of the hierarchical level, for example, between departments, groups or individual, there is no authority figure and streamlines the organizational structure. Information is shared and obtained through meetings, reports, assemblies, etc. This type of communication is very favorable for coordinating activities in company departments, solving problems in a department, and the use in meetings of notes, internal communications, teamwork, debates, telephone, Internet, etc. it is an excellent option. Oblique communication :It is carried out between the manager of one department and an employee of another, since intergroup coordination is necessary where communication between the sender and the receiver is urgent. Vertical Communication: Flows upward or downward between subordinates and managers, so it regulates and controls the behavior of subordinates in aspects such as instructions and task planning; information on procedures, practices and policies; assessment of employee performance, etc.
Flows in external communication.
- Commercial communication: It includes the communicative relations between the client, the suppliers, the competitors and the communication media; generating advertising activities with the languages and formats of the media. Public communication : It is established by mandatory relationships with the political government involving the payment of taxes, technical legal provisions, environmental and labor standards, among others.
Intermediate communication flow.
It extends to two areas mentioned; internal and external communication, from the relationship of its identity, purpose and social responsibility of the organization towards people and the development of the country. It involves the corporate image, to communicate its social values, in coherence with the lives of the members of the organization. The organization not only has the responsibility to contribute to the good of society, but to contribute to the personal growth of its employees.
New technologies and tools for business development.
It is undoubted that today, the use of new technologies in communication is one of the best tools for competitiveness, becoming one of the great challenges posed as the essence and tool of business relationships, where both workers and entrepreneurs act as senders and receivers, in search of business development. For this reason, it is important to use the Internet, email, electronic commerce, web pages, etc. as engines and facilitators of information. If new technologies are used, the company begins to shape itself to compete at international levels and open up to new markets.
Likewise, there are tools that allow improving internal communication and promoting business development, some of which are simpler and others more sophisticated, but which encourage and promote good corporate communication (Cebrián, 2013):
- Employee manuals: These should address the mission, values and action plan, as well as the company's regulations; that allow establishing clear rules and actions towards the same objective. Institutional magazines: They should seek that the information from the different areas reaches the entire company. Suggestion box: Allows staff to freely express their opinions and suggestions; favoring having a broader panorama of how the same is being conducted Meetings: Locate a place to debate and reflect on the situations that occur in the company that allow a dynamic and direct interaction. Newletters: Agile reports that allow news, important events and relevant information of the company to be disseminated. Intranet:It allows the information of the collaborators to be connected at all times through an internal network. Discussion forums: This seeks to encourage the participation and interest of workers in issues that concern the company, making use of virtual classrooms, video calls, or a simple meeting room.
Corporate communication involves the brand, teamwork, relationships, identity, innovation, quality, environmental control, creativity and business intelligence; They are not a luxury or option, they are a necessity for both small and medium-sized businesses. Communication makes significant contributions in its adaptation process to new requirements and needs of internal and external markets.
Coordinate corporate communication.
It is essential that the company within its organizational chart includes a specialist or a manager who coordinates corporate or organizational communication; This must carry out several aspects such as (Valle, 2003):
- Manage and project communication and information systems as well as lead changes Establish corporate culture and identity programs Diagnosis and strategically plan communication for the public context based on applied research Advise the management of communication objectives and their subsequent strategy. Guarantee the coherence, consistency and relevance of communication and its manifestations. Manage corporate identity, image and brand architecture. Establish communication guidelines and policies internally and externally, directing and implementing communications in the different media and supports.
It is important that the communicator or coordinator of corporate communication has a comprehensive vision and the ability to make deliberate and systematic interventions to adapt Organizational Communication as a comprehensive strategy that enables a good image, relate the needs and interests with consumers, and their context with social needs.
Benefits of overcoming the challenge of corporate communication.
As already discussed throughout the article, undoubtedly corporate communication is necessary both in an informal and formal company. The benefits of managing a good communication plan are to mention a few, the following:
- It allows a better management of available resources and favors relationships between people, promoting informal and formal communication integrates, promotes corporate identity and guides employees towards the achievement of common objectives, provides the opportunity to enhance human resources and makes it easy for employees to express themselves and take advantage of their imagination, intelligence and initiative, to achieve a positive work environment. Develops communication skills oriented to change and innovation, applying strategic thinking and designing strategies focused on the sustainability of the organization. The advantages offered by managing Corporate Communication are (Pellegrino, 2005): Coherence in messages, avoiding competition and promoting cooperation.Less wear and tear due to the shared effort to achieve communicational objectives Strong identity and a sense of belonging and motivation of the collaborators Economic savings, avoiding the implementation of programs that are not necessary or consistent.
Therefore, to obtain all these benefits, the risk of bad communication must be avoided; Since they damage work, delays, duplication of tasks, lower quality, low productivity, demotivation and uncertainty can occur.
Conclusion.
As it can be concluded, good communication both externally and internally in the company is vital, since this way the staff is informed, listened to and valued by providing opinions and suggestions; greater loyalty is achieved by becoming a key action to maintain the talents of the organization and optimize productivity.
Corporate communication is essential for companies to improve the work culture and make the pertinent changes that clearly determine their mission and business vision, their market, increase the level of commitment of their members and the relationship between them and the environment.
The company must keep corporate communication aligned with the needs and demands of the globalized world. If you work to overcome this challenge, you can achieve a transcendent change in the same organization, as long as you work on improving and teaching models to improve the corporate culture. It is very important that there is good control, authority, production, knowledge, management and information; so that communication is a strategic instrument oriented towards relationships, achievement of goals and the coordination of behaviors.
Thesis proposal.
"Design and opening of a communication department and corporate project management in SEICO, for a communication channel for success"
Objective.
Design a department that manages improvement projects for the company as well as that favors the communication channels in it; for its subsequent opening, and thereby achieving better results in the company, opening a communication channel focused on organizational success.
Bibliography.
- Andrade, H. (2005). In H. Andrade, Internal organizational communication: process, discipline and technique (pp. 15-17). Spain: Netbiblo, SL Ávila Gonzáles, R. (2004). Critique of organizational communication. Mexico: UNAM. Cebrián, V. (January 2013). Importance of Organizational Communication. Retrieved November 2015, from the Ciclus Group: https://ciclusgroup.wordpress.com/2013/01/18/importancia-de-la-comunicacionorganizacional/Fajardo, Ó. (January 2009). The importance of Corporate Communication in organizations. Keys for its management. Retrieved on November 15, 2015, from Friendly Business: https://fbusiness.wordpress.com/2009/01/25/laimportancia-de-la-comunicacion-corporativa-en-las-organizaciones-claves-para-sugestion/ Wikipedia Foundation inc. (s / f). Organizational communication. Retrieved on November 16, 2015,from Wikipedia, the free encyclopedia: https://es.wikipedia.org/wiki/Comunicaci%C3%B3n_organizacionalHernández, L. (2009). Is It Worth Investing In Organizational Communication? Retrieved on November 15, 2015, from Infosol: http://www.infosol.com.mx/espacio/Articulos/Desde_la_Trinchera/vale_la_pena_in vertir_en_comunicacion_organizacional.html #.VkoqtnYvfVQMendoza Juárez, S., & Rodríguez Paredes, D. y. (July 2012). Organizational communication strategies. Retrieved on November 15, 2015, from Contributions to the Social Sciences: www.eumed.net/rev/cccss/20/Ocampo Villegas, MC (2007). Humanize communication, the organization's best bet. In Business Communication (pp. 50–56). Bogotá, Colombia: Universidad de la Sabana. Pellegrino, G. (2005). The advantages of Corporate Communication.Retrieved on November 15, 2015, from http://gabrielapellegrino.blogspot.mx/2005/01/lasventajas-de-la-comunicacin.htmlRebeil Corella, MA, & Nosnik Ostrowiak, A. (1998). The power of communication in organizations. Mexico: Mexican Association of Organizational Communicators, ACValle, M. (2003). Organizational Communication Facing the XXI Century. Reason and word (32).
Andrade, H. (2005). In H. Andrade, Internal organizational communication: process, discipline and technique (pp. 15-17). Spain: Netbiblo, SL
(Fajardo, 2009).
(Wikipedia Foundation inc, s / f)
Download the original file
