How to build the best communications department - new Communication Manual from Dircom gives practitioners a step-by-step guide
From left to right: Ignacio Sagi-Vale, Sebastián Cebrián, José Manuel Velasco y Magda Mut
Dircom, the Spanish association of communication directors, has launched the Communication Manual, a “point of reference when it comes to developing a Communication department” according to Sebastián Cebrián, Dircom General Manager.
The Manual suggests three options for the communication department structure based on the size of the company, it describes the competence profile of Communication Directors and of Communication Managers and it determines the salary of each member of the department based on the function.
The Manual is a valuable resource not only for Communication Directors but also for the departments of Human Resources and Business Development and especially to guide CEOs to implement the communication function in a strategic way.
“Directors of Communication have to demonstrate their strategic role: this is the only way they can get access to the company top management. In order to achieve this, it’s very important to have a qualified and engaged team at work” said José Manuel Velasco, President of Dircom.
Ignacio Sagi-Vela, Managing Partner of OMD Human Resources Consulting, explained how his HR company, starting from a consensus model based on the actual contribution of communication professionals, has provided a model which has been used a starting point for the Communication Direction organizational model suggested in the Communication Manual.
Magda Mut, professor at the Communication Sciences Department of the Universitat Jaume I de Castellon, who was in charge of developing the theoretical part of the Communication Manual in empirical terms, talked about the evolution the communication function has experienced and identified the skills required for today’s Directors of Communication in order to gain the stakeholders’ trust. “Prosperity, stability and strength are the key concepts in the work of Communication Directors” she said.
The Communication Manual includes also the BBVA governance model that shows how the Communication Department works in this huge company.
Source: Dircom press release (in Spanish)