Corporate communication, key asset to overcome the crisis
Dircom, the Spanish Association of Communication Directors, presented last month the 2013 Communication Yearbook in Madrid. The event saw the participation of Daniel Tisch, Chair of the Global Alliance, whose speech focused on the issues communication directors face in today’s environment.
According to the GA Chair “Communication directors are valuable, but not valued”, even if we live in an era in which what we do has never been more important. Daniel Tisch also stressed that most part of a company’s value is represented by intangible assets such as reputation. “The quality of a company’s relationships is very much related with its success”.
Moreover, he showed how the communication power has shifted from companies to their audiences, “since each one of us carries a global editorial power in his/her pocket”.
Daniel Tisch congratulated the Spanish Association of Communication Directors on its leadership in the community of communication directors. “With my travel to Madrid, Global Alliance and Dircom start a journey together: the 2014 World Public Relations Forum”. Dircom will be the organizer of the eighth World PR Forum in autumn 2014, where hundreds of communication professionals will gather.
José Manuel Velasco, President of Dircom, claimed in his intervention that “Communicators need to give their contribution to the social transformation and to make the most out of the current crisis to strengthen their position in companies. We also face the challenge of creating jobs in the communication sector”.
The presentation of the 2013 Communication Yearbook also saw the intervention of Carlos Barrabés, President of Barrabés, who claimed that “inequality, instability and sustainability are the big challenges for today’s world”.
Sebastián Cebrián, General Manager of Dircom, presented the content of the 2013 Communication Yearbook, defined as “a point of reference analyzing the trends of communication directors’ new role in the XXI century”. Moreover, he claimed that communication is a valuable ally to overcome the crisis: “Companies that bet on communication are more effective and viable”, he said.
The 17th edition of the Communication Yearbook features the most complete directory of the profession, with more than 3.500 contacts and with part of the content focused on the challenges for communication directors identified by the ECM 2012 (European Communication Monitor), the study conducted by the EACD (European Association of Communication Directors) together with Ketchum Pleon y with the cooperation of Dircom for the Spanish part. In this edition the international focus is on the challenges for the profession in Latin America.
The 2012 ECM identified a list of challenges the communication directors need to face both nowadays and in the near future, namely:
- The need of a code of ethics
- The importance of the online communication
- Increase of influence
- Importance of measurement
- The development of diversified skills in business
Dircom has deepened these themes in the 2013 Communication Yearbook with reports, interviews and articles.
Source: Dircom website