By: Oscar Rossignoli an institution that does not communicate what makes, by very good that is, simply does not exist. I have had to live in my country experiences of companies that never reported his good deeds, were devoted to work efficiently and successfully but did not recognize that there were conflicts of interest that could lead to a crisis situation unexpectedly. Even when ensued attacks media aimed at damaging its corporate reputation, began to invest in communicating, when there were already too many highly positioned negative adjectives. This call I put out fires, having to be reactive when you could be proactive. Happens in Governments, as the State grows in size, roles and responsibilities, the need for good public relations management becomes imperative, especially that the themes that handle State institutions sometimes are difficult to understand and explain, their actions affect interests, many of the themes that handle involve feelings of people andIn addition they face the advent of unpredictability. A Government can not afford the luxury not to use strategies to communicate their actions. Martha McClintock insists that this is the case. Unfortunately, many officials and authorities have no interest in giving information to the public, and also, many public relations are more concentrated in storing or hiding information to the media that create perceptions.
Many authorities take the attitude of escape from the media by fear, insecurity and mistrust. When an institution that has interference in public life does not communicate anything of what makes because there is not much interest in his image, comes the bad news and then are the media which begin to control the agenda and not the reverse. Bad news then, influencing decision making, which, under that pressure, are of poor quality. What can we do to control the institutional image through permanent communication? Here are some specific tips: 1. must incorporate the image as part of organizational planning processes.
Why is It is essential to draw up an annual communication plan so that the image is planned and controlled at every moment, from the beginning of each year until the end. 2 Should be a fair and orderly management of information generated by means of communication through the monitoring daily news. 3 Should plan and conduct our communication through the design and implementation of a strategy of institutional communication southbound, with sense. 4 There to keep an efficient relationship with the representatives of the media, and I say efficient on both tracks, as some executives and authorities tend to expect only a positive press coverage and assume always have the right to an automatic coverage of your news. Now well, it is no good saying one thing if we do another. An effective communication strategy must be based on realities! The behavior of the Organization must be consistent with its communication, positioning objectives. In synthesis: must know how to do then let know.