Internal Communication, External and Corporate Image: New Paradigms for a Global Economy Introduction Communication (the famous

act of sharing) plays a key role in the development of any human interaction, especially when its scope is limited to the workplace, w here it is necessary that messages are "read" with a minimum of distortion to ac hieve an efficient performance. Let no one confuse the above with an exaltation of Information Theory Shannon or a behaviorist conception of communication: any reductionism of this kind would be easily discredited by exposing the inevitable asymmetry that is present in the encoding and decoding. Much less pretend "inte ractions clean" the misunderstanding is almost the quintessence of the communica tion, to the point of dealing as a rule (and not the exception) with "systematic ally distorted communication." Simply as the man says the Italian semiotician Um berto Eco is one who navigates the open waters of the meaning and not a machine that transmits information. The complexity of human communication prevents us to hope to function in a world of perfectly transparent communication. " Therefore , efficient communications when talking, I will think in a universe that goes be yond the close analogy "communication = transmission of information", to place i n a framework of action, aligned with the objectives of the company, not unaware that impact of any communication campaign is largely indeterminable. But "indet erminable" does not mean "haphazard." Immanuel Kant argues that the will does no t define the results because it has a limit for achieving both the world of natu re as the will of another. In an extension from the phenomenology, and while the design is a discipline poietic, a fruit of the action, the body also limits fro m practice to the will. But without getting too into a philosophical discussion of other fruitful, effective communication than by rational representation sough t, can never be guaranteed prior to implementation, yet they must not deny the " design" as attempted predict and control the direction and su (s) effect (s). Si nce the subject and the object (the meaning lies in both, or rather, we assign m eaning but no matter what the thing is) the dreaded polysemy (not to be confused with pluralism) does not play against the planning. On the contrary, it is nece ssary that organizations perceive the complexity that surrounds the action of "c ommunicate" to finally assigned the value you actually have and entrust their ma nagement (indeed, the attempt to direct the reading within the projected limits guide the decoding to a preferred meaning) to a professional. This may seem a tr uism, but there is no consciousness in Argentina clear business on the importance and value it represents to have good internal a nd external communications. New Economy Today, every line of communications mana gement must account for the changes occurring in society (named as a society of information and knowledge) in recent years, with particular attention to the fac t that the economic model moved his way to weigh the value: from quantitative to qualitative, intangible tangible. Sign of the times, as is well illustrated by Norberto Chaves image consultant, is that the traditional pattern of commercial communication in the spoken persuasive purposes of the benefits of a product has expired, having to appeal to institutions more "quiet" (like the "mark") in a d elicate castling between product value and the value of the company. What does t his mean? To quote Martin Heidegger: "Being today is serreemplazable. The very i dea of reparations has become a wasteful idea. For every being it is essential c onsumption that is already consumed and, thus, calls his replacement. Permanence is no longer the record the broadcast, but the ever-new permanent change. " Jus t opposite to this "permanent change," the corporate image has become, despite i ts "invisibility", the main asset of companies, but at the cost of forcing them to expand and project communications apparatus that can be everything message su pport and significance, such as: graphics, apparel, furniture, labor standards, human relations, and so on. Jean Baudrillard, in his book, Critique of Political Economy of the sign,€suggests that the key to elucidate the new environment eme rged from the Bauhaus (a society that abandons their property, "metal" to become "semiúrgica) is warning that dropped from the production of" products "(symboli c value in relation man) for the production of "objects" (with sign-value in rel ation to an object system), where the latter are no longer a thing or a category

but one-way status. When considering the present status of the object and its r elationship to society because I think we can begin to trace the lines of a new map in communication and design, whose main vector of the concept of image. Cons ider the case of Nike. Faced with the question of what produces Nike?, An unsusp ecting person might say that this is a manufacturer of sportswear. At first glan ce the answer seems correct, yet it is not. And it is not, it still remains an a nachronistic social imagination about what it means to "produce." Nike does not produce anything other than "designs", outsourcing the manufacture of garments f actories distributed in third world countries. A similar case can be found in th e market for Personal Computers. Anyone know fairly computer knows that both the IBM PC, Compaq and Hewlett Packard have processors Intel Pentium inside. The "heart" of all is the same! So why the difference? For extra services, your support, your warranty, intangible values, their "non-prod uct." Through these examples, we find that the object (the message) is not worth for what it is but because of who produces it (the issue) and that the magnitud e of a company can no longer be measured by its number of factories or employees , the Like the development of a country is no longer measured by head or tons of steel produced per year. Work with internal and external communications to meet demand for perfection that reality so as not to be enclosed within the imaginar y production of the decade of `30. Communicating or not communicating The Commission Communications Officer of the Human Resources Association of Arge ntina (ADRHA), conducted a few years ago an investigation into internal communic ations. During the meeting, he asked the employees of various frontline organiza tions listed what would be the benefits of having good communication: • • • • • 25% made reference to improving the efficiency of the task. Some 18% said they w ould align the entire organization. 17% replied that streamline internal process es. 14% would create feelings of belonging and motivation. And the same proporti on said it would improve the work environment, perhaps as a direct result of the above. In sum, the benefits of having a good internal communication are concrete benefi ts and not an extravagance allow large multinational companies (and sometimes no t even them, as we shall see) to achieve ISO certification. And there are concre te benefits because their risks are real: poor communication to avoid future: ar e delayed, duplicated or lost quality in the work, low productivity, lack of mot ivation and growing uncertainty. Will you need to remember that losing efficienc y means losing money? Now, communication is a decision? That is, companies can d ecide whether to "do" or "only" internal and external communication? To answer t his question an axiom set repeat endlessly in any manual of study: not communica ting well communicated. Why repeat something so trite? Because everything always prevents development cliché genuine meaning and should not be enchanted by clic hes. We agree that action or inaction things happen, and like to have a low prof ile does not mean not having any profile, the worst communications policy is non existent as long-and very-exist despite our communication. Therefore, it is quite wrong to classify the organizations between those who: • • "They" internal communication and / or external. "There are" internal and / or e xternal. It is right that all organizations "make" communication, distinguishing between those who: • •

Actively plan their communications. The left to chance or misleading silence. Although it may seem merely conceptual, the difference is not. The strange thing is that while all organizations report, expressly or not this resource very few existing capitalized for their interests, or even worse, exacerbate the situati on falling into a contradiction between what they say and what really do. It may seem surprising that from this position following alert,€but I believe that the critical conscience should prevail because it is the only consciousness that is worth: we must end the communicational utopia to think that all problems are pr oblems of communication per se and once decided it will work properly. The truth is that when the organizational culture does not work as a pillar, was fatally end facing the dimensions of identity (what the company is), communication (whic h the company says it is) and image (what the customer inside or outside the com pany believes that is). In addition, every message is worth what it says and who says so, but also everything around it, by their level metacommunicative. No on e escapes that visual communication is a necessary and indispensable virtue that our society is increasingly developing the skills of a culture indexical audiov isual, a gay viewers. But one should not overlook the fact that human communicat ion works on several levels of abstraction and it is absolutely necessary that t hese levels coexist without contradiction. In case of no good that I read "In ou r company cares about the opinions of their employees: Participate in the intern al climate survey," if the slogan is stuck behind a hallway door, bent and stain ed. Beware: the messages that are contrary not only cancel out, play against. Ur bi et orbi is difficult to say why they fail internal communications in global e nterprises. Each organization is its own world and should not generalize from a particular case. However, I believe that if the experiences do not become an int ellectual straitjacket prêt-à-porter can be shared safely, in spite of them the inductivists. Throughout my work experience I noticed something that may be obvious, but never theless was consistently passed over: the internal communications-especially-not effective when they are typed from a foreign parent. I think this could be solv ed by incorporating a professional manager to adapt the messages "global" to cul ture "local" in each country. Something like a "glocalization" of communication. Unfortunately, this does not apply even on something as "intimate" as the Intra net. The truth is that I witnessed how internal communication management reduced the act of receiving the postman cardboard tubes coming from the U.S., unrollin g posters coming in and paste them into the charts. The only mediation that ther e was to put bugs or tape. This intellectual laziness I like to call "the copy a nd paste syndrome" and comes from the hand of the idea of "communication one, pe rfect and universal" and the ideological fallacy that proclaim the apologists of the "Global Village." Therefore, to avoid falling into the trap, the first step is to understand that globalization is not to say the same thing to everyone, b ut keep a sense how to adapt to the idiosyncrasies of the recipients, who are al ways active and conscious and decode messages unconsciously following cultural p atterns, ideological and psychological own. I could go on causal fraying rope, b ut find the same thread: communications, to be effective and that do not turn in to a boomerang-must be coordinated and designed by professionals. As success is not apparent merit, clumsiness does not show the error, but knowing in advance t hat what is done is wrong and not doing anything about it. But the errors are us ed to learn from them and, in this particular case, to reinforce some basic know ledge: thinking globally, working locally provided. Of course, the fitness is th e cornerstone to tackle whatever activity. Even in something as "simple" and com munication.