Communication Directors have the power to influence the company behavior and to enhance the reality of the company
Madrid, June 27 2013 – Dircom, the Spanish Association of Communication Directors, held its VI Internal Congress at the Euroforum in Madrid. During the event participants defined the challenges communication directors face in their different areas of responsibility in today’s environment.
After some group discussion, Dircom members drew some conclusions about communication directors’ daily activity. These insights were presented and shared with all the participants to the Congress.
“Nobody is closer to the CEO than the Communication Director, the person who can influence the company behavior, bringing the reality of the company closer to the high management”. This is one the key conclusions of Dircom members. To reach this goal, Communication Directors need to be skilled, coherent, sympathetic, brave, visionary, strategic, passionate and analytic, with good experience and knowledge.
Talking about social media, Dircom members stressed the need to integrate the social media strategy into the overall strategy of the company. Moreover, they showed with many practical examples how social media are more rapid and more cost-effective than other tools. “They encourage and develop creativity and imagination” Dircom members said.
When talking about the situation of companies in the new communication environment, the key issues which emerged are the adaptation of strategy and content to the new channels and the differentiation between journalists and bloggers in a meritocratic medium like the net.
However, the trend shows that companies are developing more and more skills to create and manage their own channels and that traditional media are becoming an institutional voice. This, however, does not mean that companies do not need strong, independent and objectives channels, as without them “the job of a communication director would be meaningless”.
Another task of Communication Directors involves turning something intangible into tangible. In this respect, Dircom members agreed that reputation measurement is a variable of the brand. All participants agreed that there is a need of standardized yet flexible measurement models.
Advocacy and PA represent a new challenge for many communication directors. Companies deal with more and more stakeholders and inclusive relationships. This is why the role of the communication director as interlocutor with different audiences is fundamental.
Read the press release (in Spanish)