{"id":1955,"date":"2023-03-02T09:33:14","date_gmt":"2023-03-02T08:33:14","guid":{"rendered":"https:\/\/stelb2m.com\/es\/wordpress\/?p=1955"},"modified":"2023-03-30T10:51:39","modified_gmt":"2023-03-30T08:51:39","slug":"comunicacion-estrategica","status":"publish","type":"post","link":"https:\/\/stelb2m.com\/es\/blog\/2023\/03\/02\/comunicacion-estrategica\/","title":{"rendered":"Comunicaci\u00f3n estrat\u00e9gica"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"1955\" class=\"elementor elementor-1955\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-18973d5 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"18973d5\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5673cf2\" data-id=\"5673cf2\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-dbc61b1 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"dbc61b1\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-90cabfd\" data-id=\"90cabfd\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-294c163 elementor-widget elementor-widget-heading\" data-id=\"294c163\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.11.5 - 14-03-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">Comunicaci\u00f3n estrat\u00e9gica<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-e2aac53\" data-id=\"e2aac53\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-37012c1 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"37012c1\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-a48a729\" data-id=\"a48a729\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ba211e4 elementor-widget elementor-widget-text-editor\" data-id=\"ba211e4\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.11.5 - 14-03-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#818a91;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#818a91;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>Un reto para las agencias de de comunicaci\u00f3n<\/p><p>El t\u00e9rmino \u00abcomunicaci\u00f3n estrat\u00e9gica\u00bb lleva bastante tiempo circulando por los foros de debate de los profesionales de las relaciones p\u00fablicas, precisamente en un momento en el que \u00e9stas se utilizan cada vez m\u00e1s para la promoci\u00f3n de productos, es decir, para la comunicaci\u00f3n no estrat\u00e9gica. Las relaciones con los inversores, el marketing, los recursos humanos, el servicio de atenci\u00f3n al cliente y el cl\u00e1sico departamento de prensa se comunican a trav\u00e9s de una multitud de canales en los que se hablan diferentes idiomas, se atienden diferentes intereses, se persiguen diferentes objetivos y se representan diferentes puntos de vista.<\/p><p>\u00a0<\/p><p>As\u00ed que el caos de la comunicaci\u00f3n ya est\u00e1 totalmente establecido. Cuanto m\u00e1s comunica una empresa, menos clara es la imagen que emerge. Aqu\u00ed es exactamente donde entra en juego la comunicaci\u00f3n estrat\u00e9gica, si se entiende correctamente. Pensar estrat\u00e9gicamente significa incluir multitud de variables en un plan y formar a partir de ellas una estructura que parezca uniforme de cara al exterior, pero que se apoye internamente en muchas partes individuales.<\/p><p>\u00a0<\/p><p>La definici\u00f3n y aplicaci\u00f3n de la comunicaci\u00f3n estrat\u00e9gica s\u00f3lo puede ser tarea de la alta direcci\u00f3n, que puede haberse ocupado de la comunicaci\u00f3n corporativa en el pasado, incorporando el pensamiento estrat\u00e9gico, pero est\u00e1 demasiado alejada de la comunicaci\u00f3n de productos, la motivaci\u00f3n del personal o incluso los mercados regionales.<\/p><p>Unas pocas empresas han creado un puesto de alta direcci\u00f3n para toda la comunicaci\u00f3n corporativa, pero sin integrar un departamento de personal separado en la estructura cl\u00e1sica (ventas, compras, controlling, finanzas, producci\u00f3n). La comunicaci\u00f3n estrat\u00e9gica s\u00f3lo puede practicarse con sentido si existen las estructuras necesarias para ello, se planifica la formaci\u00f3n de los puestos de personal y de coordinaci\u00f3n, y toda la estructura de la empresa experimenta una s\u00f3lida adaptaci\u00f3n a la comunicaci\u00f3n moderna.<\/p><p>\u00a0<\/p><p>Como agencia de relaciones p\u00fablicas -o socio de comunicaci\u00f3n- tenemos por delante la tarea de convencer a los altos niveles directivos de la necesidad de reestructurar sus empresas, aunque a veces nos sangre la nariz en el proceso. Como consultores externos, nuestro deber deber\u00eda ser hacer hincapi\u00e9 en el aspecto estrat\u00e9gico de la comunicaci\u00f3n en todo momento y en todo lugar.<\/p><p>\u00a0<\/p><p>Como consultores, tambi\u00e9n debemos asegurarnos de que el marco temporal de la comunicaci\u00f3n estrat\u00e9gica sea m\u00e1s amplio que el de un ciclo de producto, un resultado anual o una etapa profesional. Como consultores, debemos pensar con un poco m\u00e1s de antelaci\u00f3n que los directivos estresados en el d\u00eda a d\u00eda.<\/p><p>\u00a0<\/p><p>\u00a0<\/p><p>Propuestas claras para la reestructuraci\u00f3n necesaria, programas elaborados para la aplicaci\u00f3n de los objetivos estrat\u00e9gicos y una ayuda s\u00f3lida en la selecci\u00f3n y formaci\u00f3n de las personas responsables son nuestras \u00e1reas de responsabilidad, para las que primero debemos vestirnos de gala para hacer los deberes.<\/p><p>El r\u00e1pido desarrollo de la comunicaci\u00f3n generado por Internet deber\u00eda servirnos de ola y no convertirse en un tsunami para la comunicaci\u00f3n corporativa y sus consultores. En contra de todas las profec\u00edas agoreras, nuestro sector es m\u00e1s fascinante que nunca, con retos que abarcan todos los \u00e1mbitos de la geograf\u00eda del cliente.<\/p><p><span lang=\"EN-US\">\u00a0<\/span><span style=\"background-color: transparent; color: var(--global-palette4); font-family: var(--global-body-font-family); letter-spacing: 0em;\">From our April 2005 Newsletter<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a95dc68 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"a95dc68\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9dedaf0\" data-id=\"9dedaf0\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-53b85aa elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"53b85aa\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.11.5 - 14-03-2023 *\/\n.elementor-widget-divider{--divider-border-style:none;--divider-border-width:1px;--divider-color:#2c2c2c;--divider-icon-size:20px;--divider-element-spacing:10px;--divider-pattern-height:24px;--divider-pattern-size:20px;--divider-pattern-url:none;--divider-pattern-repeat:repeat-x}.elementor-widget-divider .elementor-divider{display:flex}.elementor-widget-divider .elementor-divider__text{font-size:15px;line-height:1;max-width:95%}.elementor-widget-divider .elementor-divider__element{margin:0 var(--divider-element-spacing);flex-shrink:0}.elementor-widget-divider .elementor-icon{font-size:var(--divider-icon-size)}.elementor-widget-divider .elementor-divider-separator{display:flex;margin:0;direction:ltr}.elementor-widget-divider--view-line_icon .elementor-divider-separator,.elementor-widget-divider--view-line_text .elementor-divider-separator{align-items:center}.elementor-widget-divider--view-line_icon .elementor-divider-separator:after,.elementor-widget-divider--view-line_icon .elementor-divider-separator:before,.elementor-widget-divider--view-line_text .elementor-divider-separator:after,.elementor-widget-divider--view-line_text .elementor-divider-separator:before{display:block;content:\"\";border-bottom:0;flex-grow:1;border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--element-align-left .elementor-divider .elementor-divider-separator>.elementor-divider__svg:first-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-left .elementor-divider-separator:before{content:none}.elementor-widget-divider--element-align-left .elementor-divider__element{margin-left:0}.elementor-widget-divider--element-align-right .elementor-divider .elementor-divider-separator>.elementor-divider__svg:last-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-right .elementor-divider-separator:after{content:none}.elementor-widget-divider--element-align-right .elementor-divider__element{margin-right:0}.elementor-widget-divider:not(.elementor-widget-divider--view-line_text):not(.elementor-widget-divider--view-line_icon) .elementor-divider-separator{border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--separator-type-pattern{--divider-border-style:none}.elementor-widget-divider--separator-type-pattern.elementor-widget-divider--view-line .elementor-divider-separator,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:after,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:before,.elementor-widget-divider--separator-type-pattern:not([class*=elementor-widget-divider--view]) .elementor-divider-separator{width:100%;min-height:var(--divider-pattern-height);-webkit-mask-size:var(--divider-pattern-size) 100%;mask-size:var(--divider-pattern-size) 100%;-webkit-mask-repeat:var(--divider-pattern-repeat);mask-repeat:var(--divider-pattern-repeat);background-color:var(--divider-color);-webkit-mask-image:var(--divider-pattern-url);mask-image:var(--divider-pattern-url)}.elementor-widget-divider--no-spacing{--divider-pattern-size:auto}.elementor-widget-divider--bg-round{--divider-pattern-repeat:round}.rtl .elementor-widget-divider .elementor-divider__text{direction:rtl}.e-con-inner>.elementor-widget-divider,.e-con>.elementor-widget-divider{width:var(--container-widget-width,100%);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b72691a elementor-widget elementor-widget-heading\" data-id=\"b72691a\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">\u00bfQue opina?<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1eb7585 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"1eb7585\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a href=\"mailto:hello@stelb2m.com\/es\" class=\"elementor-button-link elementor-button elementor-size-sm\" role=\"button\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">m\u00e1ndenos su opini\u00f3n<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-f615af6 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"f615af6\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6e84874\" data-id=\"6e84874\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f0c4c74 elementor-widget elementor-widget-spacer\" data-id=\"f0c4c74\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.11.5 - 14-03-2023 *\/\n.elementor-column .elementor-spacer-inner{height:var(--spacer-size)}.e-con{--container-widget-width:100%}.e-con-inner>.elementor-widget-spacer,.e-con>.elementor-widget-spacer{width:var(--container-widget-width,var(--spacer-size));--align-self:var(--container-widget-align-self,initial);--flex-shrink:0}.e-con-inner>.elementor-widget-spacer>.elementor-widget-container,.e-con-inner>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer,.e-con>.elementor-widget-spacer>.elementor-widget-container,.e-con>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer{height:100%}.e-con-inner>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer>.elementor-spacer-inner,.e-con>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer>.elementor-spacer-inner{height:var(--container-widget-height,var(--spacer-size))}<\/style>\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Un reto para las agencias de comunicaci\u00f3n<\/p>\n","protected":false},"author":1,"featured_media":1964,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false},"categories":[134,51,47,50],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Comunicaci\u00f3n estrat\u00e9gica - ES Business to media<\/title>\n<meta name=\"description\" content=\"The rapid development of communication generated by the Internet should serve as a wave for us to ride and not become a tsunami for corporate communication and its consultants. 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