The integral management of communications is a contemporary proposal to the management of corporate communications, which distances itself from the classical theory of organizational communication in several aspects:
1. Process and media relations.
While classical theory establishes communication strategies based on purely media elements, the GIC assumes three referents, interpersonal relationships, the processes and incidence of communication within them, and the media component.
2. Information is giving shape.
Another difference with the classic theory of organizational communication is the concept of information of the sociologists and linguists of the 60s of the 20th century, where information is a communication that has not received a response, in exchange the GIC assumes the disclosed concept by Drucker where communication refers to a set of data that has been given context and meaning.
3. Revaluation of McLuhan's warm and cold media.
The classical theory of the mass media assumes certain characteristics to classify the mass media as warm and cold, the GIC takes this classification but it gives it a more humane context where a medium is warm insofar as it is individual and personal (cellular, individual email, etc.) and cold to the extent that it is massively traditional (television, press, etc.).
4. Experience is part of the brand.
The classic PR theory evokes purely media contacts, while the GIC involves other elements such as service when it comes to building brand.
In this sense, the GIC gives value to communicative interactions in their emotional impact and the willingness to buy of potential users or consumers.
5. Communication by indicators.
The last element that the GIC promotes is that communication in the organization must be measurable by indices and indicators and must speak the language of management, after all, communication in the organization of the 21st century is an ingredient of productivity and corporate competitiveness.
6. Two-way communication.
Communication should not focus on a single path of persuasion and submission, it should focus on adapting the organization to the needs of its specific audiences.
This will allow the organization to be in dialogue with its publics and audiences of interest, generating direct channels of interaction.
7. The channel after the person.
Although the classical theory, the purely media focus is transcendental, in the GIC it is secondary to the human factor, which makes it go from massive communication schemes to dialogue schemes.
This is how the Integral Management of Communications transforms the classic methods of communication and inserts it within the new processes of business management, which makes it the force that will give dynamism to the function of organizations to face the challenges of XXI century.
