The evolution of Dircom: from communication manager to reputation strategist
Publication date
2013ISSN
0214-0039
Abstract
This paper has two objectives. First, it attempts to show the evolution of companies in the management of intangibles: brand, communication, CSR, etc. Furthermore, it aims to define the current framework of corporate reputation. In the development of the paper, in addition to literature sources, in-depth interviews have been used with executives of pioneer companies in the implementation of corporate reputation. Interviews were also directed specifically towards experts in the management of intangibles. The conclusion is that a holistic management of intangibles is now necessary and proposes an evolution of the Dircom towards a new role: Chief Communication and Reputation Officer or Chief Reputation Officer, as a corporate reputation strategist.
Este trabajo tiene un doble objetivo. Por una parte, trata de mostrar la
evolución de las empresas en la gestión de intangibles: marca, comunicación, RSC,
etc. Por otra, intenta definir el marco actual de la reputación corporativa. En su
desarrollo se han utilizado, además de fuentes bibliográficas, entrevistas en
profundidad a directivos de empresas pioneras en la implantación de la reputación
corporativa y entrevistas focalizadas a expertos en la gestión de intangibles. La
conclusión es que actualmente resulta necesaria una gestión holística de los
intangibles, y se propone la evolución del Dircom hacia un nuevo rol: el Chief
Communication and Reputation Officer o Chief Reputation Officer, como un
estratega de la reputación corporativa.
Document Type
Article
Document version
Accepted version
Language
English
Subject (CDU)
316 - Sociology
Keywords
Responsabilidad social de la empresa
Empreses--Responsabilitat social
Social responsibility of business
Reputació
Reputación
Reputation
Pages
20
Publisher
Universidad de Navarra
Collection
26;1
Is part of
Communication & Society
Citation
Casado Molina, Ana María; Méndiz Noguero, Alfonso; Peláez Sánchez, José Ignacio. «The evolution of Dircom: from communication manager to reputation strategist». Communication & Society, 2013, vol. 26, núm. 1, p. 47-66. Disponible en: <http://dadun.unav.edu/handle/10171/35431>. Fecha de acceso: 06 nov. 2019
Grant agreement number
info:eu-repo/grantAgreement/MICINN/TIN2011-26046
This item appears in the following Collection(s)
- Comunicació [97]
Rights
http://creativecommons.org/licenses/by-nc-nd/4.0/
The following license files are associated with this item:
Except where otherwise noted, this item's license is described as http://creativecommons.org/licenses/by-nc-nd/4.0/