In the history of humanity, communication has always been very important, whether verbal or non-verbal. It is the process that human beings have to transmit information until it reaches a receiver. In the business field, this exchange is also essential for the proper functioning of the entity.
All institutions, even if they do not manage communication intentionally, are always communicating, which gives rise to society generating perceptions about these companies. Good administration of this corporate communication will make the difference between other organizations.
According to a study prepared by the Association of Communication Directors of Catalonia, which analyzes the State of Communication in Spain in 2018, it reveals that 46.8 percent of professionals value the role of communication as very important.
The strategic role that communication plays in the objectives of companies is fundamental. Hence, the main institutions, over the years, have become aware of good information management, and see it necessary to leave this task in the hands of the Communication Department, a work that is not unimportant.
This is where the figure of the Director of Communication (Dircom) arises, whose task is for all members to come together in order to achieve the same objectives. This position arose in the 90s along with the communications revolution and the birth of the Internet, and although this field continues to perform the same tasks as decades ago, new skills and services have also been incorporated.
The Dircom, within an organization is essential. Typically, this is a communications professional specialized in journalism or advertising, whose experiences will allow them to work coherently within three areas: corporate communications, internal communications and marketing. Whether from a public or private company.
Currently, with technological advances, positions such as online communication or social media stand out. But issues regarding corporate communication, identity and image, events and public relations continue to be a priority. Therefore, in a company, both internal and external communication is an essential element for the proper functioning of companies, in any sector.
The Dircom is classified within a company as the main spokesperson, but many wonder what is its function? In addition to being the person in charge of designing the strategic communication plan, as well as taking care of the corporate image of the company, it also carries out other tasks.
Communication: within this area he is responsible for the development and direction of the company’s communication policies. As well as promoting good relations between the publics with which the organization has to relate, horizontally. This part includes collaboration with other departments such as Human Resources.
Corporate Image: in this field it is the brand ambassador to any stakeholders, that is, it has to generate the necessary trust among the company’s audiences. The objective is to translate the purpose through the vision, mission and values of the entity.
Corporate Reputation: the Dircom is the main person responsible for safeguarding the reputation of the company. Therefore, it has to emphasize risks, metrics, and application of management models. In times of crisis this function is one of the most important.
Corporate Affairs: Within this area you must be aware of political, social or cultural changes that may affect the organization, with the aim of not only maintaining relationships with managers but also with anyone external to the company, both directly and indirectly.
Sustainability: The environment must be a fundamental part that concerns companies and they must include it in their communication policies. The Dircom must propose social initiatives linked to the community, which help the company generate current needs.
The functions of the Dircom have been consolidated over the years, and its training makes it play the leadership role, in its hands it is to create a good climate between workers and the entity that contributes to the development of the company. What is clear is that their contributions are relevant in any field and we must not forget that the success and future of an institution is defined by what it manages to communicate and the image it projects.
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