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Seven keys to relevant

politicians than 2.0 will be history

If the politician does not take and does not adapt to technology 2.0 is not going to be not only virtually but physically, will be out of space. This bold claim was handled by Alejandro Prince, Doctor of Political Sciences (UB) and president of Prince & Cooke.

by Sebastian D'Angelo. Infobrand magazine.

probably more than one of these in the workshop will have wondered how to make Obama their candidate a Creole version. "With Barack Obama there is a before and after, he understood the use of ICT," said Lucas Lanza, president of the Information Society in the Americas and a specialist in Policy 2.0. "Obama has more than 2000 videos with millions of views.'s An icon 2.0," said Lanza. For the specialist teaching candidate for the U.S. presidency is the importance of being 2.0, it is not enough to be on the network.
Thinking about the impact of the new generations in the electorate with a view to 2010 or 2015 is mandatory for candidates to find ways to reach these generations. It is, according Lanza, of the "Google generation" (born between 1993-2008), "are the digital natives, are hyper-social networks, see the Internet more than TV and have different cognitive abilities." Further, "every time they take up more space in the electorate." The examiner asks: "politicians are analog, anachronistic policy? Will remain beyond the ability to convince?". Talking


Francis Petty, Online Marketing Manager of The Nation, stressed the importance for those who advise and contribute to the candidate's image, analyze the information amassed in the heat of interaction supported by tools 2.0 (comments forums, blogs, social networks). "You have to know what the dialogue, how we are positioned in the dialogue, and how to react to our advantage," said Petty. In that sense said that there is already software "smart enough to recognize the dialogue and transform it into good information for businesses and politicians." "This message may intervene in a logical manner," said the executive.
What is measured in these dialogues? "The number of mentions (either candidate or company) positive and negative, sources and index sources of influence, the main actors and are detected early crisis to intervene," Petty specified. To how to intervene in the talks, said, "is involved with political action (if we behave well, people speak well), generating content for their own sites, using online marketing strategies as well as companies and considering: positioning search engines, promoting their own sites in search engines and intervention in social networks. "
Diego Dillenberger, news director of the journal Image, is hopeful a change from 2.0. "Participation is increasingly important. I hope that pushes political parties to be a little more transparent and generate a stronger institutional framework." Movements Natalia

strategic Fidel, director of the Institute of Politics and Democracy in the Information Society for the Americas, gave an overview that reveals the political backwardness of the Argentine in the field. Studies on the use of ICT ballotage candidates for head of city government or governor of the province of Buenos Aires, show a lack of planning, using one-way (communication content of the candidate.) In the words of Fidel, "the reduced ability to think strategically about new technologies." the other study found that half of Buenos Aires legislators have no online presence. "It is conceived as a mechanism or bidirectionally for transparent legislative action, "said Fidel. In addition, an analysis of 100 Argentine politicians (ministers, legislators and other charges) found that" 53% do not have reserved domain and 60% have no online presence, "said the analyst. "One conclusion is that they have a long way to understand how this new context."

The specialist sees Web 2.0 as "an opportunity to rethink the policy to be positioned in front of a new citizen." Being someone


network Prince Towards the end coincided with the position of the previous speakers. Although at the time appealed to adopt new technologies. "They will not be taken in one day to another even though they have proven their effectiveness. "With regard to" be on the network "said:" we must see if you dare to dialogue with people, listen to the people. "Prince was more moderate compared to participation: "I do not think this (ICT) the participants become political and I do not know whether to participate in an interactive way." Ultimately that
political dodge 2.0 technology will not influence the next generation of voters. "No There is not only virtually but physically, will be out of space ", shot Prince.

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Cold Shower Wash Sebum

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marketing is increasingly committed to the importance of responsible action. Sooner or later there is a requirement for taking positions on major issues of concern to humanity. Since the media can not ignore the issue and many are already taking action on the matter. In this article, Julio César Blanco, Neoris marketing manager, discusses how professional lives to the world of CSR.
always wanted to answer a question like this: "Have seen as CSR initiatives influence the positioning of your company?". Some people are thinking, "Is the head of marketing will respond this question? surely lose objectivity. " Shared Roles

Although I am the marketing manager of the company, I have one foot in the team Corporate Social Responsibility Neoris. In the company there is an area and / or responsible for CSR as such, it is quite unique and interesting, there is a team of officials from the areas of Human Resources, Marketing and Quality and Processes. Our responsibility is to develop, manage and monitor the plan proposed CSR. Be formed in this way gives us a great vision and, in my opinion, great lessons. So I encourage you to answer the question, but always from the environment RSE.Definiendo CSR plan, with the aim of which is sustainable over the long term and following basic guidelines: transparent relationship with society, good corporate governance, internal respect for the individual, respect for the environment, and support partnerships with suppliers, dimension social consumption of our product / service, company's commitment to social action and political transparency. This creates for itself a long-term benefit in positioning, no company can deny. Positive differentiation

What is the benefit of positioning?. It stimulates positive brand differentiation, increases customer loyalty and promotes the generation business opportunities. When the community senses that a company is serious about its plans for CSR, and not "sold" their actions, the client is giving the bonus of positioning the company. So it's very important to make a serious and sustainable program of CSR, aligning the company from its employees, as this brings many benefits. Does anyone doubt that the Paul Newman sauces sell best to have the inscription "All Profits for charity" ?. Now if, speaking from my position as head of marketing, we know it's in our responsibility to society and our business ethics, to give effect to a commitment as such. And we know that the actions of CSR responsibly implemented, improve the positioning of your company, although this is not the end of them. By Julio César Blanco, Marketing Manager Neoris. Special
Infobrand

How Does A Mute Communicate To A Blind

Social Responsibility and positioning. Press and PR

Ana Laura Esposito, general manager of Marketing Esposito, ponders the value of corporate communications as a resource for business improvement. The increased visibility of the product or service activates mechanisms that can be used strategically for the brands. Any action communication should contribute to achieving the company's business objectives. Institutional communication broadly, and specifically the efforts of the press and public relations are actions strategic on many occasions, are challenged by his real contribution to business growth, particularly in organizations in the area or department will not even be found a formal place. More space The increased visibility of product, service or business, media relations and strengthening key relationships are undoubtedly indirect access mechanisms and potential customers that reinforce the relationship and reaffirm the commitment required exposure before the media and the general community. Newspaper articles, opinion pieces, published interviews and participation in events, are some trade mechanisms that serve as effective sources of new business. That is why in a highly competitive world where "money talks" institutional communication is becoming more dominant in the annual budget of the companies. Alignment The truth is that in many cases, the daily maelstrom prevents communication consultants and managers to design a strategic communication plan that is strictly aligned to business objectives. As a result of the demand for immediate results, this primary objective out of sight and in these cases where the actions of the press, public relations and marketing tactics respond disjointed, not subject to a master action plan and how to respond to the need of the day. Obviously, the results in these cases, "lower" anxiety "visibility", but the most important question is forgotten: Respond these actions to the business plan this year? Are directed to the target audience? Do you put the focus on products or services you wish to sell this year? Therefore, these concerns must be raised before implementing a strategic communications plan for the latter is a concrete response to the needs of the company. Any strategy must meet the objectives align business and trade him in order to really shore up your business objectives. Measuring Results To measure the results of any management communication and then how the same impact on business strategy or creating new and potential customers, should be clearly set out the objectives of the media strategy, public relations, direct marketing, either separately or together creating synergy. The evolution of these actions, their control and supervision regarding the achievement of objectives in turn must be interconnected with the commercial area creating a joint work between the two areas or departments of the company to effectively assess impact. Crisis Management and is a function of not losing sight of how the management of the press and public relations can be an accelerator of business when it is planned and developed strategically, should also not forget that inefficient management can bring down a company. Success stories such as what constitutes the company Novatech Solutions, a pioneer in the computer memory assembly. The company began operations in 2005 under the slogan "Well Made in Argentina" deployed its public relations strategy to achieve visibility in the most read sections of newspapers like La Nacion, Clarin and The Chronicle, among others. The firm fought positions in just 3 years to achieve a 29% market share. But when the crisis communication arrive, they do so quickly and voraciously. Its effects can be devastating if there is no contingency plan appropriate, particularly in companies that provide public services. An example of an efficient management of crisis as the company was Edesur, in which, despite eleven days without power supply in the City of Buenos Aires, the company was able to overcome the difficulties that poor management of corporate communication may have caused . Ana Laura Esposito, General Director of Special Marketing Infobrand Esposito

J.

How To Get The Plate Arques Pokemon

as business accelerators

Building K Rowling became a case study for trademark development experts. In the publishing industry and not enough with the title of best seller, now speaks of Fastsell by the speed with which issues are exhausted. Readers / consumers seem victims of a spell. Their attachment to the adventures of the magician is almost vital order. Does this example for other sectors? Millward Brown compared to the great iconic brands. In the meantime, she wants to end the story ...

My Dog May Have Frostbite

Branding. Harry Potter: Lessons for brands

Infobrand

As head of a leading company in the sector of Information Technology, one of the main challenges in organizations is to eliminate or at least reduce the hole in communication between those responsible business (CEO) and those responsible for Information Systems (CIO). On this subject have been written many articles but I wanted to get out of the problem now specifically mentioned in the first paragraph and thought, raising a little shooting on the general problem of lack of proper communication in business.

is a problem that occurs both vertically (in both senses of the managers and to employees and vice versa) and horizontally (between people of different groups or departments of the same company) and if I leave oblique communication , which is how I define the matrix organizational complexity in large multinational companies .. It's amazing the time we spend in meetings of various kinds and even more, especially in multinational companies the time spent (Lost?) as of usual way and using a call barbarism Calls.Es Conference also huge amount of information coming from different areas of the company through e-mail, electronic publications or other medios.Y despite all this everyone agrees that communication flows smoothly and there are ongoing complaints about the quality and effectiveness of misma.Nos we must therefore ask a double question. Does the complaint referred to is real or just a perception?, And if real, ソ what is the origin of it? and once found the causes to be able to present solutions that will improve or resolve this serious problem. In the world of interpersonal relationships in many cases more important are the perceptions of reality and that even when the perceptions are wrong end up having an impact on the reality of what is necessary to have them cuenta.Reflexionemos also now on the possible causes:-The world desmedidaNuestro media floods us with information, much more than you need to do our work and a lot more than we can assimilate, so that the impossibility of separating information we need from the rest generates a fault in the communication process, who announced he is convinced of having done properly, who should receive it is unable to find what you need in a mountain of information.-Communication ソ misdirected And this for me send it to me? usually a question we all have in many cases, communication must clearly state who should be the receiver because otherwise the communicating something to those who do not may end up creating problems should inimaginables.-ambiguous communication the message must be clear and unambiguous, there is nothing worse than the rumors that may occur as a result of ineffective communication clear. And when there is a rumor no one can be silenced or not true. InnecesariaSi-Communication is not necessarily about something. The communication is not worth the saying 'you better about not missing. " Communication should be adequate, no more no less. -Communication dispersaImposible to find the actual message content, rodeos and circumlocutions break the chain of communication interesadaSi comunicación.- communication is revealed partial or no longer interested can generate the emergence of rumors, but the anger of the recipient and the discredit of those who emite.-Communication incomplete if not transmitted the complete message the information that the receiver will work message is not adequate for achieving the goals posed by the organization. -Communication inconsistent Even more serious is that the message received does not match with other messages of the organization or be perceived as contradictory. The damage this can cause is particularly acute when it comes to ethical behavior and consistency of gestión.Probablemente Let us many reasons but the above suffice as food for thought when considering the possible soluciones.Y at this point I would like to support me in a beautiful book called 'The Island of the 5 lights', the author Ferran Ramon-Cortes covers the five key communication in a singular journey most important lighthouses Menoría.Yo want to focus on two of these: 1 - "one big message" 2 - "a language that connects" and give my interpretación1-"A single large message" is essential to convey 'exactly' the message we want to communicate, and the message can come from different fuentes.De Hence, it is basic to the complex matrix organizations, coordination between all vertical lines preventing a message being transmitted several times, with different nuances, approaches and even reach, and from different fuentes.El message must be unique, clear, concise and containing within itself all the necessary information, without additional elements main message distract. The vertical, a phenomenon of today's organizations, need not lead to anarchy in communication. This, the vertical implies a previous work, which often is not done but should be required to managers, additional effort horizontal communication among peers prior to vertical communication and this is a section where fault, permanent Not only are serious in themselves, but moving the problem downstream communication vertical.La vertical communication is not easy, must be done at the right time, either before or after, as soon as baffles and then lose its value . And it should be clear, specific, complete and consistente.Las 'conference calls' should be reduced drastically due to the low value they bring most of the time. They have no sense of hours telephone calls when the core of the message to convey to concentrate in minutes ... In the same way we take measures to optimize the organizations, we should take them to optimize the transmission of information in organizations. 2 - "With language that connects" That in the process of communication is connection, it is necessary that the sender and the receiver of the message speak a language understandable to both. In this section I return to the first paragraph of this reflection. An example that is relevant today: the connection (or rather the lack of connection) CEO-CIO communication in modern organizaciones.Es impossible for a director of information systems (CIO) 'Come' to connect to the Chief or CEO of your company if you speak in a jargon incomprehensible to the latter and use this language to justify an investment. The CIO needs to know the business company so that you can translate your computing needs in key business. That is the only message that the manager will understand. Likewise the business managers (CEO) should be capable of transmitting the CIO what changes or new business lines or business needs will have to fill in the future so that the CIO is able to transform the coded message technology to cover in time and stalked these future necesidades.Me like to finish this reflection transmitting my belief that improving the communication process is a real concern for all organizations. However, do not take real steps to do so seriously. Man is the only animal encountered twice in the same stone. The process of business communication is vertical, horizontal or oblique is only an example, one of many, truth is hidden in the Sayings. Reflect, analyze and to find reality. But, if possible, corrijámosla, as the benefits arising from adequate communication in the business world can become transcendental and unimaginable consequences. Sciessere For Augustine, Sales Team Leader, Latin South America, Andean & Caribbean BMC Software.
redaccion@infobrand.com.ar

Burton Custom Vs. Burton Mission

magical communication of the company in

Institutional communication is spreading throughout Latin America. Dircom function is increasingly respected and CEOs take their advice. From these developments the magazine Dircom
spoke to one of the foremost authorities on the subject and initiator of the corporate campus. From Barcelona, \u200b\u200bProfessor Joan Costa answered questions about the Red Iberoamericana Dircom and the current profile of the director of communication.
What were the reasons that encouraged the rapid development of DirComs in Latin America? are not really simple reasons, but a very coherent set of causes. As is known, the figure of Dircom is typically European conception that emerged from the idea of \u200b\u200b"integrated communications" I threw in my 1977 book. After "integrate", the next logical step was to be "strategically plan and coordinate global communications" with what gives them meaning: the facts, including the very meaning of "ethical conduct", which is current. Dircom The idea refers naturally to American cultural identity, and specifically shared with Argentina. In 1993, Alberto Borrini precursor had a vision when he imagined the academic project "Institutional Communication" for his country. Then he traveled to Europe, where the specialty was born and could draw some suggestions. This was the bridge between Spain and Latin America via Argentina, which has been spearheading the continent. But he developed his own project based on the reality of the country. So this is deeper than a matter apparently cyclical or language. It's basically a way to understand and manage the company, which differs substantially from traditional thinking. Therefore, this rapid development you point is the recognition of strategic contributions to Latin American organizations is this new trend of management.
With the launch of the Red Dircom in Colombia and the creation of Gieci, seems to have begun regional model of corporate communication. But in many countries such as Mexico, Argentina, Chile, corporate or institutional communication has a greater maturity than in other countries. How do you combine this uneven development in action? Precisely, the Red Iberoamericana Dircom aims to be the spider web that covers and interconnects the various regions of the continent. The model is holistic, interactive, and aims to overcome the inequalities between regions. Which would promote socio-economic progress of Latin American firms as a whole.
You, as an intellectual in the communications field, is on the staff of the two groups also other. What are the significant differences, the two groups that led him to think he could bring his experience and knowledge in both associations? In the case of Gieci has been the generosity of my friends and the overvaluation that make my work what has been an honor to consider me more with each other in the group. The truth is that I strive to bring everything I can to Gieci ... will not be much given the academic and professional stature of the founders. Another thing is the Dircom Red Iberoamericana, which I founded with a group of fellow enthusiasts and effective as Sandra Fuentes Colombian, Ecuadorian Martha Lucía Buenaventura, the Argentinean Marcelo Mannucci and Michael Ritter. The fact truth is that there is a complementarity and cooperation between the Gieci, Dircom's Circle of Argentina and the Red Dircom, what we expect good harvests.
The theoretical framework you used to develop the various processes involved in corporate communication is the paradigm of complexity. But this paradigm needs to be simplified management. What are these significant nodal points for a Dircom manage the media? Do you like Professor J. These pivots are Villafañe Brand, culture and reputation?
The notion of complexity, as my friend was developed by Edgar Morin, is implicit in all processes of life, and in it I inserted what I call "twenty-first century paradigm, which is a model of models. Its cardinal points are the identity (the DNA of the company), Culture (the socialization of the company), Communication (central nervous system connections) and Picture (the belief that the company generates in public).
One of the methodological models I've made from this paradigm for communications management, is conducted at three operational areas: the institutional sphere (which includes, among others, relations with the institutions, shareholders, investors, and reputation), the field of Human Resources (culture, communication organizational) and the area of \u200b\u200bMarketing (brands, markets). This structure is very simple, understandable and manageable, because it puts everything in its place: it is a principle of order. And it is the Dircom who permeates this dynamic set the strategic direction unit from large institutional guidelines. The complexity is necessary to handle opposing it from the simplicity. What is the formation of a Dircom? Do you think the current Dircom have the profile to be in the position, when the rapid social changes produced a rapid obsolescence of the professional curriculum? Dircom The base is his personality and attitude: it makes sense for strategy and management, it is creative, it is particularly open mind, it is known to convince, or not: it is a matter of all or nothing. Then we have the skills, so you can learn: science of communication and information, holistic understanding, management, general culture. Finally, what is learned by oneself: self-learning, observation and reflection in daily practice. DirComs

There are no relevant academic training, but if they have practical experience, attitude and self-learning ability, but could do worse that will expand and upgrade their academic skills. You are correct in that the changes are not only social but also technological, geopolitical, economic and scientific, and one must be careful to integrate them, but if the Dircom has these three elements, it has a mindset that allows you to understand and master. Which of these concepts define a Dircom? Social designer, social engineer, Seller Image, informed opinion maker, communicators or Corporate Strategist.

Glad you did not mention what "community", which is another inaccuracy in vogue. Corporate Strategist fair is that the term and puts it Dircom particularly in the Communication. Internet and all the resources it provides, is it a risk or opportunity for DirComs? is a great opportunity for Dircom and for all. In fact, internet is the only thing really new has happened in the past 20 years. But do not forget that the Internet has its origin in cybernetics and mathematical theory of information, as well as the science of communication and digitization.
companies have realized the importance of communication. The actions taken are, in most cases, the approval of senior management. But the study this year by consulting firm Edelman, in 13 countries, as data showed that CEOs are the ones that have less credibility in public opinion. What he believes is due, in your experience?
CEOs are influential but limited and far from the people, and obviously, they are seen related to capital and power. NGOs and religious are seen as close to people's problems. The real leader is the one of the people's side. In this respect it is very interesting online survey organized by the BBC recently, where 15,000 people have chosen the "ideal government" for the planet. The BBC announced on October 3, the result of the first elections of the global world. The South African leader Nelson Mandela would be president of global government, together with Clinton and the Dalai Lama as minister of foreign affairs, the thinker Noam Chomsky in charge of interior and minister of economy, Alan Greenspan. Another full group the government team with South African Archbishop Desmond Tutu, Kofi Annan, George Soros, Bill Gates (Microsoft), Richard Branson (Virgin) and Steve Jobs (Apple). But these are not CEOs, are entrepreneurs, which is something different. In regard to the valuation of politicians, George W. Bush was at 43, down from their arch enemy, Fidel Castro and Hugo Chavez (36 and 33 respectively). Zapatero the English González and not get in that picture, but much less Aznar and Rajoy.
struggles for power between the areas of Marketing and Corporate Communications are known. In fact marketing always wins, because it takes the biggest budget. This seems to give greater ease to demonstrate their actions with tangible results. For Dircom not that simple. What is your advice to them at this point?
The conflict is due to the old mentality of industrialism with economistic thinking and the hegemony of the quantitative. The problem is reactive with capitalist ideology, which has come to amputate, to economics, what is its essence: Sociology. Is exactly the same ideology that makes the market society and human values \u200b\u200bin merchandise. The biggest budgets that go to the media is understandable, but the Identity, Culture, Communication and Image intangible, qualitative values. We talked about good or bad image, good or bad reputation, not more of image, or reputation, or cultura.Hay to understand this and we must understand our time. There is a second world power: the public (not public). Companies are required to ethical conduct and social commitment. You see how the public envisions the ideal planetary government, without politicians, without CEOs. What I advise the Dircom, always, is that lawyers know to be the society against the company and supporters of the company in society.
currently in Argentina, the Lobby and the actions of the press are more activities DirComs used by to promote their businesses. Is not this a simplification and precarious role? Certainly
. See here little imagination to innovate, little creativity to make original strategies. There are, however, a large open field. I've had in any of my writings Dircom the example of Nestlé in Spain, who had a unique find and cost of communicating an idea from television. Mental freshness is one of the values \u200b\u200bof Dircom. Courtesy

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