Gestión estratégica de algunos modelos de comunicación para agregar valor, fomentar desarrollo social y generar rentabilidad. El caso de cinco organizaciones colombianas

Abstract

This paper seeks to disseminate the results of the research project which seeked to analyze the communication patterns of five organizations and their strategic management that has added value, boosted profitability and generated social development. Analysis card is used, which helped to recognize five different directions of relation between communicator and the organization’s strategic objectives. The result was the identification of some principles that a general manager in an organization should take into account; a communicator interested in transcending their operational role to become a manager addressing cross-cutting processes, an area trained in strategic thinking and an understanding of it to recognize that their greatest strategy is to be aligned with the corporate address of the organization. From the results of the investigation, the discussion should focus beyond the ideal and that these companies recognize the principles, if they are part of a speech or if they met in the daily exercise of the communicator.