Comunicacion Interna

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. GonzálezFrígoli, 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

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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 la comunicación 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 la cohesión 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 instanciasnecesarias ························································38 Señales de comunicación ineficiente ··········································40 Requisitos para una CI efectiva ···················································42

Instancia de Pre-Diagnóstico. Una aproximación a la organización ···········································43 Instancia de Diagnóstico·····························································45 Diferentes grados de Diagnóstico ···············································47 Instancia de Planificación····························································59 Instancia de Ejecución del plan···················································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 ················· 111 CAPÍTULO 7 - Claves para el éxito...