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
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