Burton Custom Vs. Burton Mission

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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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