Comunicación Interna Cap 1

Comunicación interna

Comunicación
interna
Claves para una gestión exitosa
Alejandra Brandolini
Martín González Frígoli
Natalia Hopkins

Brandolin, Alejandra
Comunicación interna : recomendaciones y errores frecuentes /
Alejandra Brandolin y Martín González Frígoli. - 1a ed. - Buenos Aires :
La Crujía, 2008.
128 p. ; 22x13 cm.
ISBN 978-987-601-057-3
1. Comunicación Interna. I.González Frígoli, Martín II. Título
CDD 651.7

Primera edición: mayo 2009
© La Crujía Ediciones
E-mail: editorial@lacrujialibros.com.ar
WWW.LACRUJIAEDICIONES.COM.AR
© Editorial DIRCOM
Rodriguez Peña 694 3 piso OF “F” (1020)
Ciudad Autónoma de Buenos Aires. Argentina.
Tel: 54. 011. 52547337 y rotativas.
Coordinación de la colección: Gustavo G. Coppola.
Diseño: Ana Uranga B.
Corrección:Jorge Galeano
ISBN: 978-987-601-57-3
Impreso en Argentina

······ ÍNDICE ···································································

PREFACIO
Comunicación interna y competitividad ··························· 7
CAPÍTULO 1 - Comunicación, cultura, identidad
e imagen de la organización ················································ 9
Comunicación vs. Información······················································9
La comunicación organizacional ·················································11
La comunicación como proceso cultural ····································14
Cultura, identidad e imagen corporativa ····································14
Hacia un concepto claro de comunicación interna ·····················19
Áreas y disciplinas que intervienen en el ámbito de lacomunicación interna ··································································21
Rol del comunicador interno ·······················································23

CAPÍTULO 2 - Conceptos claves
de la comunicación interna ············································· 25
¿Qué es la comunicación interna? ··············································25
La comunicación interna y lacohesión cultural ·························27
Quiénes y para qué utilizan la comunicación interna ·················29
El público interno ········································································30
La instancia de recepción como prioridad ··································32
Clasificación y dirección de las CI ···············································34

CAPÍTULO 3 -Planificación de las
comunicaciones internas ················································ 37
Cinco instancias necesarias ························································38
Señales de comunicación ineficiente ··········································40
Requisitos para una CI efectiva ···················································42

Instancia de Pre-Diagnóstico.
Una aproximación a laorganización ···········································43
Instancia de Diagnóstico ·····························································45
Diferentes grados de Diagnóstico ···············································47
Instancia de Planificación····························································59
Instancia de Ejecución delplan···················································67
Instancia de Seguimiento. Monitoreo.·········································68
Algunas consideraciones ····························································70

CAPÍTULO 4 - Mensajes clave ·············································· 73
El carácter estratégico y funcional de los mensajes clave·········73

CAPÍTULO 5 - Los canales de CI y su sinergia ···················· 85
Definiciones de canales de CI·····················································91
La Red de facilitadotes. Un canal y un nexo importante ·········· 101
Cómo armar una Red de facilitadores ······································ 103
La sinergia de canales ······························································· 107

CAPÍTULO 6 - Problemáticas habituales de CI...